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免疫的魅力 | Immunity Charm

基本信息
行业: 专业与公共服务
媒体:DM
投放:印度
风格: Minimalism
说明cnen
CampaignDescription

To counter these traditional biases, we turned to another Afghan tradition. A bracelet that is tied on infants to ward off evil forces, now also protects them from diseases.
Execution

The immunity charm comprises colored beads, with each bead being code for a specific vaccine. On every vaccine, doctors add the corresponding bead to the bracelet.
Synopsis

Remote areas, illiteracy, and traditional biases against vaccines, mean Afghanistan has a vaccination completion rate of just 50%. Doctors face a lack of immunization history as parents do not maintain vaccination cards. We needed the people of Afghanistan to understand the importance of immunization and help them complete their child's immunization.
Relevancy

The Immunity Charm is the immunization history of a child, worn by the child. It creates a direct relationship between infants' doctors and the parents. Borrowing from an Afghan tradition itself, we modified the evil eye charm, commonly found on an infant's wrist, as our medium to spread the message of immunization amongst various Afghan communities. The charm is not merely for the purpose record keeping of vaccines but also reminds parents to follow up on their child's immunization.
Strategy

Strong traditional biases and wide spread illiteracy were the main hurdles. The Immunity Charm takes care of both as it is rooted in tradition and requires no reading or writing on the part of the parents.
Outcome

The immunity charm has helped doctors create real enthusiasm in Afghanistan about maintaining immunization history. Seeing the success of the pilot program the Government will be extending it to other provinces as well.
制作信息
品牌:
广告公司:
创意总监:
文案:
设计:
客户主管:
其他职位:Entrant Company: McCANN WORLDGROUP INDIA, Mumbai, India
Advertising Agency: McCANN HEALTH, New Delhi, INDIA
Media Agency: McCANN HEALTH, New Delhi, INDIA
Additional Company: GLOBAL HEALTH CONSULTING, Washington, USA
Executive Chairman & Regional ED AP, Prasoon Joshi, McCann World Group
National Creative Director, Prateek Bhardwaj, McCann Worldgroup
Senior Vice President & Country Head (India), Dr. Harshit Jain, McCann Health
Senior Medical Advisor, Dr. Daniel J Carucci, McCann Global Health
President, McCann Global Health, Andrew Schirmer, McCann Health
Creative Team Leader, Vaibhava Bhatnagar, McCann Worldgroup
奖项
D&AD 2018
石墨铅笔 公益创意
Design/Not for Profit
D&AD 2018
石墨铅笔 媒介应用
Use of Direct
D&AD 2018
木铅笔 直效
Direct Product & Service
D&AD 2018
木铅笔 公关活动
In-Market Campaign
The One Show 2018
类别最佳作品 健康与医药
Product Design / Physical Product
The One Show 2018
金铅笔 设计
Innovation in Design / Print
The One Show 2018
金铅笔 直效
Ambient Media / Experiential & Installations
The One Show 2018
金铅笔 健康与医药
Product Design / Physical Product
The One Show 2018
金铅笔 知识产权
Physical Product
The One Show 2018
银铅笔 健康与医药
Product Design / Physical Product
The One Show 2018
优秀奖 直效
Guerrilla Marketing
戛纳国际创意节 2017
大奖 Grand Prix For Good Health
戛纳国际创意节 2017
金奖 医药类
HCP Devices & Diagnostics
戛纳国际创意节 2017
金奖 医药类
Disease Awareness & Education
戛纳国际创意节 2017
金奖 医药类
Patient Education & Adherence
戛纳国际创意节 2017
金奖 医药类
Patient to HCP Communications
戛纳国际创意节 2017
银奖 直效
Retention
戛纳国际创意节 2017
银奖 医药类
Disease Awareness & Education
戛纳国际创意节 2017
银奖 医药类
Patient Education & Adherence
戛纳国际创意节 2017
银奖 医药类
IMMUNITY CHARM
戛纳国际创意节 2017
银奖 医药类
Patient to HCP Communications
戛纳国际创意节 2017
银奖 产品设计
Solution
戛纳国际创意节 2017
铜奖 健康类
Brand led Education & Awareness
戛纳国际创意节 2017
铜奖 媒介应用
Use of Ambient Media: Small Scale
戛纳国际创意节 2017
入围 直效
Use of Ambient Media: Small Scale
戛纳国际创意节 2017
入围 公益大奖
戛纳国际创意节 2017
入围 公关活动
Public Sector
戛纳国际创意节 2017
入围 产品设计
Social Impact
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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