People. Not Symbols|短视频|广告营销案例【ADGuider广告指南】

人。不是符号

案例简介：关于 12月3日 “国际残疾人日”，请访问以色列- 非营利组织的使命是促进以色列残疾人的无障碍环境, 正在用真人的照片取代所有残疾人停车位标志。你可能已经见过无数次了，你甚至可能自己做过一两次。我的意思是在一个残疾人的地方停车。是的，我们以前都见过这种情况: 一辆汽车突然闯入为残疾人保留的停车位，只是为了让司机在几秒钟后用两条功能完美的腿走出。当然，如果你问司机，他可能会有一大堆借口来支持他公然的不当行为和不尊重。从 “我只有一秒钟” 、 “我只是来接我妻子” 到 “什么是匆忙？无论如何，你坐在轮椅上!”我们个人最喜欢的是:“ 我没有看到标志 ”。嗯，它必须停止。这就是为什么 “访问以色列” 决定在 12月3日 “国际残疾人日”，让残疾人有一个面孔。NPO 决定通过用真实残疾人的照片代替全国成千上万个残疾人停车标志上的残疾人图标来提高公众对这个问题的认识。要做到这一点, 我们总共拍摄了 52 人，包括著名的残疾议会成员和残奥会奖牌获得者，并将他们的故事上传到一个专门的网站上，在那里人们可以阅读更多关于他们以及他们是如何残疾的信息。该项目是几天前通过一个预告活动启动的，将于 12月3日在全国各地的 12 个代理团队中上线，并在一夜之间更换标志。在我们进行测试试验的地方，用人们的脸替换标志的行动引发了兴趣和辩论。所以这肯定会变得有趣并产生吸引力。啊，如果你想知道我们放置了一些隐藏的摄像头来测量每小时的违规次数 -- 结果会让你说不出话来。查看我们的案例研究: https://youtu.be/_PeB8Hg72u8 查看我们的活动发布: https://youtu.be/z-BQxIJySeo 查看活动迷你网站: http://peoplenotsymbols.org/ 查看我们的 “制作” 照片拍摄: https://youtu.be/IBcv32DEGuM 查看我们的 “隐藏相机” 测试: https://youtu.be/cVCWBBrJHws 在这里下载我们的完整新闻套件: https://we.tl/GXgDzb0LIZ 您可能感兴趣的其他统计数据: · 在以色列有 180,000 残疾人。 · 根据以色列警方的数据，每年有 20,000 多项罚款。这些数字每年都在增加，这证明残疾人停车违规行为不仅很常见，而且还在增加。 · 同时, 特殊残疾人停车许可证的申请同比增长 16%，而城市停车分配的增长速度要低得多 -- 这清楚地表明尊重这些特殊分配的停车位这是当务之急，因为它影响残疾人的生活质量和流动性。

人。不是符号

案例简介：For December 3rd "International Day of Persons with Disabilities", Access Israel – the NPO whose mission it is to promote accessibility for people with disabilities in Israel, is replacing all disabled parking spot signs with the pictures of real people. You've probably seen it happen a zillion times and you've maybe even done it yourself once or twice. By that I mean park in a spot for disabled people. Yeah, we've all seen it happen before: a car blitzing into a parking spot reserved for the disabled only for its driver to step out seconds later on two perfectly functioning legs. Sure, if you ask the driver he'll probably have a whole battery of excuses to go with his blatant misbehavior and disrespect. Anything ranging from: "I'll only be a second", "I'm just picking up my wife" to "What's the rush? You're sitting in a wheelchair anyway!" and our personal favorite: "I DIDN’T SEE THE SIGN". Well, it's got to stop. That's why 'Access Israel' decided for the December 3rd "International Day of Persons with Disabilities", to put a face on people with disabilities. The NPO decided to raise the public's awareness to the issue by replacing the disabled icon on thousands of disabled parking signs throughout the country with the picture of real disabled people. To do that, we photographed a total of 52 people including well-known disabled Knesset Members and Paralympic Medalists and uploaded their stories onto a dedicated website where people could read more about them and how they came to be disabled. The project which was launched via a teaser campaign a few days ago, will go live on December 3rd with 12 agency teams spanning out over the country's cities and replacing signs overnight. In places where we ran our test trials, the very action of replacing the signs with people's faces sparked interest and debate. So this is bound to get interesting and create traction. Ah, and in case you're wondering we placed some hidden cameras to measure the number of infractions per hour – the results will leave you speechless. View our case study: https://youtu.be/_PeB8Hg72u8 View our campaign launch: https://youtu.be/z-BQxIJySeo View the campaign minisite: http://peoplenotsymbols.org/ View our 'making of' photo shoot: https://youtu.be/IBcv32DEGuM View our 'hidden camera' test: https://youtu.be/cVCWBBrJHws Download our full press kit here: https://we.tl/GXgDzb0LIZ Additional stats you may interested in: · In Israel there over 180,000 disabled people. · According to Israeli Police figures, more than 20,000 fines are handed out every year. Each year those numbers have increased, proof that disabled parking infractions are not only common but growing. · At the same time, requests for special disabled parking permits have grown at a year-on-year rate of 16% while city parking allocations have grown at a much lesser rate – a clear indication that respecting these specially allocated parking spots is an imperative as it impacts disabled people's quality of life and mobility.