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The Life Saving Soap Operas

基本信息
行业: 文化、娱乐与运动
媒体:影视
风格: Minimalism
说明cnen
Why is this work relevant for Branded Content & Entertainment?

This work is relevant to Branded Content & Entertainment because it is an idea that lives entirely in the world of Pop Culture and television programs to reach millions of people.
For the first time in the history of entertainment, a donation of organs is made between characters from different TV series.
We have taken advantage of the world of fiction to change the reality of thousands of people.

Describe any restrictions or regulations regarding Health & Wellness communications in your country/region including:

Peru has one of the lowest rates of organ donors in the region.
The country's health regulations have not been able to change that situation.
The government has tried to do many campaigns to increase donations but none has worked.
Most television channels do not do many campaigns sociales.

Health & Wellness work must demonstrate how it meets the criteria 'life-changing creativity'. Why is your work relevant for Health & Wellness?

Organ donations is important to extend the lives of thousands of people, but in Peru thousands of people never receive the organs they need.
This work had as a mission to save people and improve the situation of patients who are waiting for organs that can save their lives.

Background

Peru has the lowest number of organ donors in Latin America.
How do we show people the importance of organ donation and how it works?
A difficult task in a country with many sick people waiting for a donation that never comes.
The goal was simple, increase the number of donors in the country.
As well as the numbers are very low in the donation of organs.
The Peruvian TV series have the highest audience levels in the region.
So we decided to take advantage of this context to show people about the importance of being a donor with an action never before done.

Describe the creative idea

The idea was simple.
An organ donation between the characters from two totally different series.
The two series with the largest audiences in the country.
Yair, one of the leading characters of the series "Ojitos Hechiceros 2" died and donated his kidney to Lorenzo, the main character of "Señores Papis" saving his life.
A Pop Culture Crossover that starts in fiction to save the lives of thousands of people in reality.

Describe the strategy

The strategy was to attract the attention of millions of people with the death of one of the characters of the most viewed series across the country.
At that time, people realized that the character was an organ donor.
Many people started asking about who would be the beneficiary of the organ.
Some Days later, in another totally different series, one of the main characters was saved thanks to the donation of the character organ from the other series.
This attracted the attention of millions of people and the conversation began at the national level.

Describe the execution

The execution was quite complicated.
First, we changed the scripts of both series.
We had to take advantage of the context of the series were a character was about to die.
Then the episode was launched. The character of the first series die and in then we revealed that the deceased was a donor.
Once launched, we waited until people were totally desperate to know who the organ would be for.
At that time in a totally different series where a character was seriously ill, the organ of the character in the other series saved his life.
With only two chapters launched, the news became giant in the whole country.
The conversation quickly began throughout the entire country.

Describe the outcome

Approximately 8.5 million people were reached by this action.
The campaign get more than 5 millions in free media.
In just a week, the numbers of organ donors in the country increased in 200%

The conversation became one of the main topics in the country.
And in just few days, the campaign managed to save the lives of eleven patients.
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2019
银奖 变化玻璃狮
Non-profit / Foundation-led Education & Awareness
视频语音识别与翻译工具

我们采用了 Google Cloud Speech-to-Text(利用机器学习技术将语音转换为文本)与有道自然语言翻译服务
开启此功能,可以实现:
1. 在播放视频时,同步浏览视频原文字幕
2. 在此处选中字幕单词即可显示其中文翻译

* 与人工专业翻译不同,语音识别与自然语言翻译均存在偏差与非官方性,请仅作为参考。

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