Endangered Syndrome|短视频|广告营销案例【ADGuider广告指南】

濒危综合症

案例简介：今年有 9,363 名婴儿出生时患有唐氏综合症，但这些婴儿都没有出生。因为当唐氏综合症婴儿出生时，父母听到的第一句话是 “对不起”。一个伤人的评论暗示患有唐氏综合症的婴儿应该被同情，而不是像任何新生儿一样被庆祝。加拿大唐氏综合症协会有一个使命:阻止人们在对唐氏综合症婴儿的出生做出反应时说 “对不起”，这样父母就再也不会听到这个词了。我们知道公众没有意识到有害的语言可以藏在最善意的单词中。因此，为了引起这种认识，我们把 “对不起” 变成了一个坏词 -- 表明任何不光彩的、充满脏话的反应都比 “对不起” 好。 “除了抱歉，还有一个整合的数字运动，用一个社交视频“ S-Word ”发起, 以唐氏综合症患者为特色，他们提供幽默不恰当的建议来欢迎唐氏综合症婴儿。视频揭露了唐氏综合症患者挣扎、不聪明和 “负担” 的刻板印象，只是通过向他们展示他们是快乐、自信、聪明的人, 生活应该庆祝，而不是同情。为了扩大我们的覆盖面，我们与唐氏综合症社区合作，广泛分享视频。与此同时，我们推出了 docu -- 唐氏综合症家庭受 “抱歉” 一词影响的故事。我们甚至瞄准了前 30 个 YouTube 视频，其中包含了 “抱歉” 这个词以及有史以来的第一个语言警告。我们的《警告》展示了我们的唐氏综合症天才警告观众他们将要听到的 “不恰当” 的语言。所有的东西都被送到了一个微型网站，在那里人们分享了更丰富多彩的欢迎，“一点也不抱歉”。每个人都欢迎今年在北美出生的 9,363 名唐氏综合症婴儿中的一名。

濒危综合症

案例简介：This year 9,363 babies were born with Down syndrome, but none of these births were celebrated.Because when a baby with Down syndrome is born, the first words parents hear are “I’m sorry”. A hurtful comment that implies babies with Down syndrome should be pitied instead of celebrated as any newborn should be.The Canadian Down Syndrome Society (CDSS) had a mission: to stop people from saying “Sorry” when reacting to the birth of a baby with Down syndrome so parents never hear the word again.We knew the public didn’t realize that hurtful language can be hiding in the most well-meaning word. So to provoke this realization, we made “sorry” a bad word - showing that any off-colour, profanity-laden reaction is better than “Sorry.”Anything But Sorry is an integrated digital campaign, launched with a social video, “The S-Word”, featuring people with Down syndrome who offer humorously inappropriate suggestions to welcome a baby with Down syndrome. The video debunks stereotypes of people with Down syndrome as struggling, unintelligent, and a “burden” just by showing them as the happy, confident, intelligent people they are, living lives that should be celebrated, not pitied.To increase our reach, we worked with the Down syndrome community to share the video broadly. And at the same time, we launched docu-stories of Down syndrome families affected by the word “Sorry”.We even targeted the top-30 YouTube videos containing the word sorry with the first-ever language warnings. Our ‘S Warnings’ featured our Down syndrome talent warning viewers of the ‘inappropriate’ language they were about to hear.Everything drove to a microsite where people shared more colourful welcomes that were “Anything But Sorry”. Every share welcomed one of the 9,363 Down syndrome babies born in North America this year.