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Testimonies

基本信息
行业: 公益与非盈利组织
媒体:网络
投放:阿根廷
风格: Minimalism
说明cnen
Synopsis
Fundación Huésped is an Argentinian NGO with regional reach. It is devoted to the area of Public Health, focusing in HIV/AIDS. All of the services provided by the NGO are free of charge and are financed through donations and support. One of the most important issues that the NGO faces is that there are not as many donors as needed, and this is mainly due to the following two key reasons: They are working in a highly stigmatized subject that does not always generate empathy; and that the services offered are intangible (advocacy, research, education, among others). We were therefore summoned to help them break those barriers and, at the same time, enhance the base of people who could commit to monthly donations.
Campaign Description
Every time someone tests for HIV/AIDS faces the possibility of obtaining a positive result. At first this generates stress and fear and then a feeling of relief and happiness when they see it’s “negative”. This process creates a unique and responsiveness approach towards the issue. We thought it would be helpful to take advantage of that happiness and place those people in the shoes of someone with HIV.Therefore we placed a sound chip in all the negative tests during November (as used in Christmas cards). When people opened the envelope and learned that they had tested negative, the voice of a person with HIV surprised them with his/her story and encouraged them to transform that good news (not being affected by HIV) in something that could help those who had the virus. People could donate on the spot through a QR printed in the result at the very moment.
Relevancy
Because we needed a way to contact people one by one. We found the perfect moment to talk to each one in private and increase people awareness on the activities Fundación Huésped performs. HIV testing was the right opportunity to deliver an effective message on an individual basis, asking for donations when they were most sensitive about our cause.
Outcome
The action was a true success: everyone who took part of the action helped in different ways. It had immediate reaction in social networks and was picked up by the main TV networks and radio broadcasters. Offline (Print Media) Media also communicated the action on AID’s worldwide day. In summary we obtained 4.5MM media impressions and 2MM earned media while monthly donations increased by 67%. But, what is most important, we regained the country’s concern related to the fight against HIV and their interest on the activities of Fundación Huésped.
Strategy
HIV/AIDS is a strongly stigmatized issue which often creates fear and rejection, since it has always been associated to promiscuousness, drugs abuse, prostitution or maybe all of them together as one. In other words it belongs to the outcasts, those people who mean nothing, even to the Government. This imaginary remained as the key barrier to knock down if we wanted to obtain new donors.We discovered that there were two moments where sensitivity related to HIV increased significantly.December 1st worldwide AIDS’s Day and the moment when people tested for AIDS. We decided to cross those moments to: maximize them, generate empathy and obtain new donors. We also defined that the message should be communicated by people with HIV, as they would be the best spokespersons to make people tangibly aware of the services provided by the NGO.
Execution
We got together with many of the patients, who receive free treatment at Fundación Huésped, and asked them to describe how was their experience at the moment they tested for HIV and learnt that they were affected by the virus. All the testimonies were recorded at a studio and placed in an audio chip. Every chip including the different testimonies were inserted in the negative results of tests performed at Fundación during November. When people opened the envelope and learnt that their result was negative they immediately heard the testimony of someone suffering from HIV who requested help from Fundación Huésped. Within the result a QR code led them to a web site in which they could donate on the spot. We created a video of the action that was launched in a web site on December 1st AIDS’s worldwide day.
制作信息
品牌:
广告公司:
执行创意总监:
创意总监:
客户经理:
制片:
导演:
其他职位:Agency Producer: Laura Martínez
Group Account Director: Mercedes Cores
PR & Communications: Julieta Caggiano
Head of PR & Communications: Daniela Tucci
Production House: Duquesa
Colour: Post Media
Sr. Art Director: Damián Lavandera
VP Account: Victoria Cole
Editing and Postproduction: Juan D´Alesandro
PR & Communications: María Soledad Chicharro
Head of Creative Technology: Rodrigo Gorosterrazú
Head of Strategy & Innovation: Ernest Riba
Strategic Planning Director; María Quinzio
Sound Studio: Salmón Osado
奖项
戛纳国际创意节 2016
入围 媒介应用
Use of Stunts
戛纳国际创意节 2015
入围 直效
Flat Mailing
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