The Healing House|海报/平面|广告营销案例【ADGuider广告指南】

康复之家

案例简介：为什么这项工作与品牌内容和娱乐相关？我们设计了一个7,000平方英尺的水疗中心-从头开始-在多伦多最繁忙的街角之一，并邀请路人放松他们的恐惧，并从我们的艾滋病毒阳性治疗师那里得到恢复活力的按摩。描述有关您所在国家/地区的健康与健康通信的任何限制或法规，包括: 此广告系列没有任何限制。健康与保健工作必须证明它如何满足 “改变生活的创造力” 的标准。为什么你的工作与健康相关？尽管对艾滋病毒/艾滋病的教育和认识已有40多年，但北美仍有令人震惊的人仍然相信他们可以通过触摸患有这种疾病的人来感染这种疾病。触摸对于人类健康和发展至关重要，但是恐惧和污名使许多艾滋病毒感染者感到无法触摸。背景 Healing House建立了去年为Casey House开展的活动，在该活动中，我们建立了一家弹出式餐厅，并配备了HIV阳性厨师。尽管该运动在消除HIV污名方面取得了令人难以置信的成功，但主要的学习很明确: 我们错过了促进HIV阳性厨师与餐厅顾客之间直接接触的机会。这在今年的工作简介中发挥了重要作用。描述创意为了消除有关HIV和touch的神话，我们创建了世界上第一个HIV阳性水疗中心，Healing House，并为其配备了18名HIV阳性志愿者 (治疗师)，他们接受了美国职业棒球大联盟注册按摩治疗师的培训，多伦多蓝鸟队。我们的治疗师将证明，他们舒缓的触感远非危险，实际上可以治愈。描述策略我们进行了一项民意调查，发现51% 的北美人不会接触艾滋病毒感染者。更糟糕的是，北美9500万人仍然相信他们可以通过接触感染艾滋病毒。从远处保持这样的偏见很容易，但是当您与患有艾滋病毒的人面对面坐着时呢？或者当你和他们分享皮肤对皮肤的接触时？我们希望促进这种直接接触，以促进同情和理解。描述执行情况我们在多伦多最繁忙的街角之一设计了一个7,000平方英尺的水疗中心，并邀请公众放松他们的恐惧。为了产生更大的影响，我们的HIV阳性治疗师为著名的记者创建了一个包装: 一瓶由治疗师自己手工制作的精油，并邀请免费按摩。关于疗伤之家的一切都是为了媒体友好而设计的。墙上装饰着关于艾滋病毒无知的事实和大胆的陈述。在三天的过程中，我们的治疗师提供了数百次康复按摩，舒缓了酸痛的肌肉，并改变了很多想法。描述结果我们在多伦多最繁忙的街角之一设计了一个7,000平方英尺的水疗中心，并邀请公众放松他们的恐惧。为了产生更大的影响，我们的HIV阳性治疗师为著名的记者创建了一个包装: 一瓶由治疗师自己手工制作的精油，并邀请免费按摩。关于疗伤之家的一切都是为了媒体友好而设计的。墙上装饰着关于艾滋病毒无知的事实和大胆的陈述。在三天的过程中，我们的治疗师提供了数百次康复按摩，舒缓了酸痛的肌肉，并改变了很多想法。

康复之家

案例简介：Why is this work relevant for Branded Content & Entertainment? We designed a 7,000 square-foot spa—from scratch—on one of Toronto’s busiest street corners and invited passersby to relax their fear and receive a rejuvenating massage from our HIV-positive Healers. Describe any restrictions or regulations regarding Health & Wellness communications in your country/region including: This campaign faced no restrictions. Health & Wellness work must demonstrate how it meets the criteria 'life-changing creativity'. Why is your work relevant for Health & Wellness? Despite over 40 years of HIV/AIDS education and awareness, a shocking number of people in North America still believe they can get the disease by touching someone who has it. Touch is essential to human health and development, but fear and stigma make many people with HIV feel untouchable. Background Healing House builds off last year’s campaign for Casey House in which we built a pop-up restaurant and staffed it with HIV-positive chefs. Although the campaign was incredibly successful at smashing HIV stigma, the primary learning was clear: we had missed an opportunity to facilitate direct contact between the HIV-positive chefs and the restaurant’s patrons. This played heavily into the brief for this year’s work. Describe the creative idea To dispel the myth around HIV and touch, we created the world’s first HIV-positive spa, Healing House, and staffed it with 18 HIV-positive volunteers (Healers) who were trained by the registered massage therapist for major league baseball team, The Toronto Blue Jays. Our Healers would prove that, far from being dangerous, their soothing touch could in fact be healing. Describe the strategy We conducted a poll and found that 51% of North Americans won’t touch someone with HIV. Even worse, 95 million people in North America still believe they can contract HIV from touch. It’s easy to hold prejudice like this from a distance, but what about when you’re sitting face-to-face with someone who has HIV? Or when you’re sharing skin-to-skin touch with them? We wanted to facilitate this direct contact to promote compassion and understanding. Describe the execution We designed a 7,000 square-foot spa on one of Toronto’s busiest street corners and invited the public to relax their fear. For greater impact, our HIV-positive Healers created a package for prominent journalists: a bottle of essential oil handmade by the Healers themselves and an invitation for a free massage. Everything about Healing House was designed to be media friendly. The walls were adorned with facts and bold statements about HIV ignorance. Over the course of three days, our Healers delivered hundreds of healing massages, soothed aching muscles, and changed more than a few minds. Describe the outcome We designed a 7,000 square-foot spa on one of Toronto’s busiest street corners and invited the public to relax their fear. For greater impact, our HIV-positive Healers created a package for prominent journalists: a bottle of essential oil handmade by the Healers themselves and an invitation for a free massage. Everything about Healing House was designed to be media friendly. The walls were adorned with facts and bold statements about HIV ignorance. Over the course of three days, our Healers delivered hundreds of healing massages, soothed aching muscles, and changed more than a few minds.