France Accessible|装置,活动|广告营销案例【ADGuider广告指南】

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案例简介：为什么这项工作与媒体相关？为了提高人们对巴黎地铁交通不便的认识，我们劫持了巴黎交通系统中最具象征意义的媒介: 地铁地图。背景 Annonceur : APF France Handicap是法国的一个非盈利协会，帮助残疾人并帮助维护他们的权利。情况: 在303个地铁站中，只有9个可访问的地铁站，巴黎地铁是世界上最不容易通行的地铁。简介和目标: 我们如何才能提高协会的认识，并帮助它在世界流动日期间保护残疾人的权利？描述创意/见解 (30% 的选票) 在世界流动日期间，数百名志愿者和残疾人参加了在巴黎293个不可访问的地铁站内进行的非法特技行动。经典的地铁地图上覆盖了一张新的地铁地图，独家展示了14号线: 残疾人唯一的无障碍线路。描述策略 (20% 的选票) 我们进行了一系列研究，以确定每个巴黎地铁车站的可达性水平。我们得出结论，303个站中只有9个站可以被所有人访问。我们确定了几个目标: 首先是普通公众 (7千万法国人，特别是所有的巴黎人)，特别是那些对社交网络有影响力的人。其次，记者和媒体。最后，那些有权改变事情的人: 政治家。我们设法吸引了巴黎市长安妮 · 伊达戈 (Anne Hidalgo) 和法国总统伊曼纽尔 · 马克龙 (Emmanuel Macron) 的注意。我们发现，要引起人们的关注，并在这场运动中创造意识，最好的方法是瞄准所有法国人都知道的强烈象征: 巴黎地铁计划。我们劫持了这个符号，并制作了它，使它对所有人都可见。描述执行 (20% 的选票) 媒体频道和整合: 目前位于巴黎地铁站入口处和内部的地铁地图。实施: 我们重新设计了巴黎地铁地图，使它只显示14号线。然后，我们使用不干胶纸以实际尺寸打印地图。比例: 我们把这些新地图贴在巴黎293个不可通达地铁站的经典地铁地图之上。时间表: 这场报道特技发生在2018年9月26日的世界流动性日，在媒体和政治中被谈论了3个月。列出结果 (得票率的30%) -全球印象590亿 -赚得的媒体6，5百万 -0媒体投资 -媒体上百篇文章 -引起了政治家的注意: 巴黎市长Anne Hidalgo向负责巴黎地铁的组织发出了一封正式信函，以采取具体措施，使地铁更容易进入所有人。伊曼纽尔 · 马克龙 (Emmanuel Macron) 最近宣布，到2024年，所有人都将有60% 的地铁网络接入。

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案例简介：Why is this work relevant for Media? To raise awareness on how inaccessible the Paris metro is, we hijacked the most symbolic medium from the Paris transportation system : the metro map. Background Annonceur : APF France Handicap is a french non-profit association that assists people with disabilities and helps defend their rights. Situation : With only 9 accessible metro stations out of 303, the Paris metro is the least accessible one in the world for people with reduced mobility. Briefs and objectives : How can we raise awareness around the association & help it defend the rights of people with disabilities during World Mobility Day ? Describe the creative idea/insights (30% of vote) During World Mobility Day, hundreds of volunteers & people with disabilities participated in an illegal stunt operation which took place in the 293 non-accessible metro stations in Paris. The classical metro map was covered with a new metro map that exclusively showed Line 14 : the only accessible line to people with disabilities. Describe the strategy (20% of vote) We conducted a series of research to identify the accessibility level of each parisian metro station. We came to the conclusion that only 9 stations out of 303 can be accessed by all people. We identified a few targets : first of all, the general public (70 million french people, especially all parisians), especially those with influence on social networks. Second of all, the journalists & the media. And finally, those who have the power to change things : the politicians. We managed to catch the attention of the mayor of Paris, Anne Hidalgo, and of the french president Emmanuel Macron. We found that the best way to get people’s attention and create awareness around the campaign was to target a strong symbol known to all french people : the Paris Metro plan. We hijacked this symbol, and made it so that it would be visible to all people. Describe the execution (20% of vote) Media channels and integration : the current metro maps located at the entrance and inside Paris metro stations. Implementation : We redesigned the Paris metro map so that it would only show Line 14. We then printed the maps in real size using self adhesive paper. Scale : We stuck these new maps on top of the classical metro maps in the 293 non-accessible metro stations in Paris. Timeline : This covering stunt took place on World Mobility Day, on the 26th of September 2018, and was talked about in the medias & politics for 3 months. List the results (30% of vote) - 590 million global impressions - 6,5 million in earned media - 0 media investments - Hundreds of articles in the media - Caught the attention of the politicians : Mayor of Paris Anne Hidalgo sent an official letter to the organisation in charge of the Paris Metro, to take concrete measures to make the metro more accessible to all. Emmanuel Macron recently announced that 60% of the metro network would be accessible to all by 2024, in time for the Olympic / Paralympic Games.