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Broken Crayons

基本信息
行业: 公益与非盈利组织
媒体:影视
投放:美国
风格: Minimalism
说明cnen
Synopsis
Signs of child abuse, although sometimes hidden in plain sight, can easily be overlooked. Inspired by the insight that abused children often hide subconscious clues in their drawings, we set out to inform the general public of these silent warning signs and raise awareness of child abuse in all of its forms. Driven by powerful evidence, heart-wrenching stories, and the element of surprise - this execution innovates on how to create and curate a compelling PSA by utilizing an art platform in an unexpected way. The execution confronts a grim and emotionally challenging topic that, although pervasive, is seldom at the forefront of collective dialogue. Ultimately, the goal is to share vital information with the general public and propagate the message that there is no excuse for child abuse.
Strategy
In our pitching efforts, specific target audiences were kept in mind –even though the PSA is a must-watch for everyone. In order to leverage our targets, we limited the opening night reception to strictly media and influencers. We also organized a night where we invited only industry professionals, such as school teachers and psychologists. In the end, the results of the PSA video were pitched cross-culturally to both local and national media as well as trade publications, with a focus on psychology and education.
Relevancy
Sometimes all it takes to prevent child abuse is recognizing its many signs. The main goal for the campaign’s public relations efforts was to generate awareness and encourage people to be more vigilant of the subtle signs of child abuse via a powerful multimedia initiative. Our client’s commitment and mission to prevent child abuse and neglect was highlighted in all messages, and our PR efforts elevated the organization's’ visibility and sparked dialogue about this important conversation at a global scale.
Outcome
A powerful PSA, the campaign would not have succeeded in raising awareness had it not been for proper media coverage. In the end, the results generated a total of 148,724,173 impressions via media outreach and wire release distribution. In regards to media outputs, the campaign was featured across various local broadcast stations -- of both English and Spanish language media coverage -- as well as garnered mentions in AdAge, The Drum, Ads of the World, to name a few. The message remained consistent across publications and platforms. When sharing the link of the PSA video reporters were also urging the community to be more vigilant of their children and look out for subtle signs that often go unnoticed. The quality of the coverage can be seen in headlines such as the article featured in AdAge titled: “Adorable kids’ drawings are a window into darkness in this disturbing campaign. PSA shows how abuse can be easily overlooked.” The attendees’ reactions helped us measure audience outcomes and instant changes in awareness and perceptions. We organized two separate events for two key audiences: One for media and influencers, and another for educators. One guest at the media event commented how he had no idea walking into the gallery what he was about to unveil. The following day, he observed, “I hope this teaches us and especially teachers, educators, nannies, who are in charge of small children to be more vigilant… because sometimes, the enemy is at home.”
Execution
The team developed cohesive messaging, talking points, and press materials about the jaw-dropping statistics and signs of child abuse to distribute to media and influencers, along with the powerful PSA video. The efforts began three weeks before the gallery event with a focus on the event itself, and in getting placement on calendar listings and people to RSVP, as well as media and VIP influencers to attend. Once the event took place and the PSA video was complete, the PR efforts changed focus. Now, it was about getting the word out and getting people to watch the PSA. In addition to sending the press material to the media, we did a heavy push across social media. Within three months, the video amassed over one million views in 62 countries.
CampaignDescription
Invite the public to a seemingly ordinary art installation that showcases real drawings by real children, which later turn out to include troubling signs of child abuse. Transform the honest, unscripted reactions of our audience into a powerful PSA supported by an online film and a virtual art gallery.
制作信息
品牌:
广告公司:
制作公司:
音乐:
音效设计:
奖项
戛纳国际创意节 2018
入围 公关活动
Use of Events & Stunts
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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