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浅色蓝色
案例简介：战略 在这个时代，人们在社交媒体上分享他们的整个个人生活。那么，为什么抑郁症不应该成为谈话的一部分呢？目的是教育患者多种抑郁症状，帮助他们在社交媒体上开始对话。在这里，他们将能够看到他们并不孤单。在我们的研究中，我们发现抑郁症患者经常使用自嘲幽默来应对抑郁症。幽默 (一种通常避免的类型，就像抑郁空间中的瘟疫) 是我们告诉抑郁社区我们听到他们的方式。使用他们熟悉的情绪和情况帮助我们打破耻辱，让人们说话。 结果 我们对患有这种污名化疾病的患者最期望的是查看我们的页面。但是，我们错了。打火机蓝色不仅仅是 Facebook 的一场运动 -- 它成长为一个真正的抑郁症患者社区。蓝色似乎唤起了分享故事和相互支持的成员的一种不寻常的公开回应…… 尽管他们都是陌生人。今年，社会参与达到 1000万，超过了我们的目标六倍!人们不是简单地潜伏，而是反应 (> 8 M) 、分享 (> 1.5 M) 和评论 (> 300 K)。一篇帖子就产生了超过百万个赞。这种社会参与的雪崩告诉我们一件事: 我们已经释放了对高度参与、相关内容和关于抑郁的新鲜教育的被压抑的需求。虽然这不是目标，但却是锦上添花: 我们已经成为有史以来最成功的无品牌制药 Facebook 页面。 执行 打火机蓝色于 2016年推出，并推出了 100 多篇简单说明的帖子和视频，这些帖子和视频讲述了抑郁症的有趣真相，以及健康提示、励志名言、新闻、灵感等。由于条件和平台的广泛覆盖，我们选择 Facebook 作为我们活动的平台。 活动描述 围绕抑郁的耻辱还没有消失。这导致人们对这种情况缺乏了解，因为患者太害怕寻求帮助。如果他们伸出手，他们会发现悲伤不是抑郁的唯一症状。还有其他一些，比如难以集中注意力和疲劳，会让人感到孤立。抑郁作为一个类别是… 令人沮丧。它主要由患者实际上不涉及的黑暗图像和忧郁信息组成。进入: 打火机蓝色，一个没有品牌的 Facebook 活动，讲述了蓝色的故事 -- 一个有着蓝色大头的小家伙，像我们的观众一样，感觉孤立，由于抑郁而难以发挥作用。Blue 和他的朋友们用诚实的幽默来表达抑郁这一令人不舒服的事实。 BriefWithProjectedOutcomes 在美国，即使是无品牌的制药广告也受到制药公司法律、医疗和监管部门的严格审查。在我们的广告中使用幽默更具挑战性; 监管人员通常对幽默没有积极的看法。尤其是当医疗条件是抑郁症。 简要解释 观众 打火机蓝色适用于处理或知道有人处理多种抑郁症状的消费者。这项运动让我们的观众了解他们可能不知道的症状，并为他们提供有用的提示、新闻和论坛来分享他们的故事和帮助支持他人。
浅色蓝色
案例简介：Strategy In this day and age, people are sharing their entire personal lives on social media. So, why shouldn’t depression be a part of the conversation? The objective was to educate sufferers about multiple depression symptoms, helping to start the conversation on social media. Here, they would be able to see that they’re not alone. In our research, we found that people with depression often use self-deprecating humor as a way to deal with depression. Humor (a genre usually avoided like the plague in the depression space) was our way of telling the depression community that we hear them. Using emotions and situations that are familiar to them helped us to break through the stigma and got people talking. Outcome The most we expected of sufferers with such a stigmatizing condition was to view our page. But, we were so wrong. Lighter Blue became so much more than just a Facebook campaign—it grew into a true community for depression sufferers. Blue seemed to evoke an uncharacteristically open response from members who shared stories and offered words of support to each other…even though they’re all strangers. This year, social engagements reached over 10 million, exceeding our goal six fold! Far from simply lurking, people were reacting (>8M), sharing (>1.5M), and commenting (>300K). One post alone generated over a million likes. This avalanche of social engagement told us one thing: we had unlocked a pent-up demand for highly engaging, relatable content and fresh education about depression. And while this wasn’t the goal, it is the icing on the cake: We’ve become the most successful unbranded pharmaceutical Facebook page of all time. Execution Lighter Blue launched in 2016 and has rolled out over 100 simply illustrated posts and videos that talk about the funny truths of having depression, along with health tips, motivational sayings, news, inspiration and more. We chose Facebook as the platform for our campaign due to the broad reach of both the condition and the platform. CampaignDescription The stigma surrounding depression hasn’t gone away yet. And that breeds a lack of understanding about the condition because sufferers are too afraid to reach out for help. If they were to reach out, they would find that sadness isn’t the only symptom of depression. There are others such as difficulty concentrating and tiredness, which can feel isolating. And depression as a category is…depressing. It mainly consists of dark images and somber messages that sufferers don’t actually relate to. Enter: Lighter Blue, an unbranded Facebook campaign that tells the story of Blue—a little guy with a big blue head who, like our audience, feels isolated and struggles to function due to depression. Blue and his friends use honest humor as a way to express the somewhat uncomfortable truth about depression. BriefWithProjectedOutcomes In the U.S., even unbranded pharma advertising is heavily scrutinized by a pharmaceutical company’s legal, medical and regulatory departments. Using humor in our advertising was even more challenging; regulatory people typically don’t have a positive view of humor. Especially when the medical condition in question is depression. BriefExplanation Audience Lighter Blue is for consumers who deal with or know someone dealing with multiple depression symptoms. The campaign educates our audience on symptoms they may not otherwise know about and provides them with helpful tips, news and a forum to share their stories and help support others.
Lighter Blue
案例简介：战略 在这个时代，人们在社交媒体上分享他们的整个个人生活。那么，为什么抑郁症不应该成为谈话的一部分呢？目的是教育患者多种抑郁症状，帮助他们在社交媒体上开始对话。在这里，他们将能够看到他们并不孤单。在我们的研究中，我们发现抑郁症患者经常使用自嘲幽默来应对抑郁症。幽默 (一种通常避免的类型，就像抑郁空间中的瘟疫) 是我们告诉抑郁社区我们听到他们的方式。使用他们熟悉的情绪和情况帮助我们打破耻辱，让人们说话。 结果 我们对患有这种污名化疾病的患者最期望的是查看我们的页面。但是，我们错了。打火机蓝色不仅仅是 Facebook 的一场运动 -- 它成长为一个真正的抑郁症患者社区。蓝色似乎唤起了分享故事和相互支持的成员的一种不寻常的公开回应…… 尽管他们都是陌生人。今年，社会参与达到 1000万，超过了我们的目标六倍!人们不是简单地潜伏，而是反应 (> 8 M) 、分享 (> 1.5 M) 和评论 (> 300 K)。一篇帖子就产生了超过百万个赞。这种社会参与的雪崩告诉我们一件事: 我们已经释放了对高度参与、相关内容和关于抑郁的新鲜教育的被压抑的需求。虽然这不是目标，但却是锦上添花: 我们已经成为有史以来最成功的无品牌制药 Facebook 页面。 执行 打火机蓝色于 2016年推出，并推出了 100 多篇简单说明的帖子和视频，这些帖子和视频讲述了抑郁症的有趣真相，以及健康提示、励志名言、新闻、灵感等。由于条件和平台的广泛覆盖，我们选择 Facebook 作为我们活动的平台。 活动描述 围绕抑郁的耻辱还没有消失。这导致人们对这种情况缺乏了解，因为患者太害怕寻求帮助。如果他们伸出手，他们会发现悲伤不是抑郁的唯一症状。还有其他一些，比如难以集中注意力和疲劳，会让人感到孤立。抑郁作为一个类别是… 令人沮丧。它主要由患者实际上不涉及的黑暗图像和忧郁信息组成。进入: 打火机蓝色，一个没有品牌的 Facebook 活动，讲述了蓝色的故事 -- 一个有着蓝色大头的小家伙，像我们的观众一样，感觉孤立，由于抑郁而难以发挥作用。Blue 和他的朋友们用诚实的幽默来表达抑郁这一令人不舒服的事实。 BriefWithProjectedOutcomes 在美国，即使是无品牌的制药广告也受到制药公司法律、医疗和监管部门的严格审查。在我们的广告中使用幽默更具挑战性; 监管人员通常对幽默没有积极的看法。尤其是当医疗条件是抑郁症。 简要解释 观众 打火机蓝色适用于处理或知道有人处理多种抑郁症状的消费者。这项运动让我们的观众了解他们可能不知道的症状，并为他们提供有用的提示、新闻和论坛来分享他们的故事和帮助支持他人。
Lighter Blue
案例简介：Strategy In this day and age, people are sharing their entire personal lives on social media. So, why shouldn’t depression be a part of the conversation? The objective was to educate sufferers about multiple depression symptoms, helping to start the conversation on social media. Here, they would be able to see that they’re not alone. In our research, we found that people with depression often use self-deprecating humor as a way to deal with depression. Humor (a genre usually avoided like the plague in the depression space) was our way of telling the depression community that we hear them. Using emotions and situations that are familiar to them helped us to break through the stigma and got people talking. Outcome The most we expected of sufferers with such a stigmatizing condition was to view our page. But, we were so wrong. Lighter Blue became so much more than just a Facebook campaign—it grew into a true community for depression sufferers. Blue seemed to evoke an uncharacteristically open response from members who shared stories and offered words of support to each other…even though they’re all strangers. This year, social engagements reached over 10 million, exceeding our goal six fold! Far from simply lurking, people were reacting (>8M), sharing (>1.5M), and commenting (>300K). One post alone generated over a million likes. This avalanche of social engagement told us one thing: we had unlocked a pent-up demand for highly engaging, relatable content and fresh education about depression. And while this wasn’t the goal, it is the icing on the cake: We’ve become the most successful unbranded pharmaceutical Facebook page of all time. Execution Lighter Blue launched in 2016 and has rolled out over 100 simply illustrated posts and videos that talk about the funny truths of having depression, along with health tips, motivational sayings, news, inspiration and more. We chose Facebook as the platform for our campaign due to the broad reach of both the condition and the platform. CampaignDescription The stigma surrounding depression hasn’t gone away yet. And that breeds a lack of understanding about the condition because sufferers are too afraid to reach out for help. If they were to reach out, they would find that sadness isn’t the only symptom of depression. There are others such as difficulty concentrating and tiredness, which can feel isolating. And depression as a category is…depressing. It mainly consists of dark images and somber messages that sufferers don’t actually relate to. Enter: Lighter Blue, an unbranded Facebook campaign that tells the story of Blue—a little guy with a big blue head who, like our audience, feels isolated and struggles to function due to depression. Blue and his friends use honest humor as a way to express the somewhat uncomfortable truth about depression. BriefWithProjectedOutcomes In the U.S., even unbranded pharma advertising is heavily scrutinized by a pharmaceutical company’s legal, medical and regulatory departments. Using humor in our advertising was even more challenging; regulatory people typically don’t have a positive view of humor. Especially when the medical condition in question is depression. BriefExplanation Audience Lighter Blue is for consumers who deal with or know someone dealing with multiple depression symptoms. The campaign educates our audience on symptoms they may not otherwise know about and provides them with helpful tips, news and a forum to share their stories and help support others.
浅色蓝色
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Lighter Blue
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基本信息
- 广告战役： #Takeda-网络-4a02#
- 广告品牌： Takeda
- 发布日期： 2000
- 行业领域： 生活服务 , 医疗/护理 , 医药
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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