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Not A Target

基本信息
行业: 公益与非盈利组织
媒体:网络
投放:美国
风格: Minimalism
说明cnen
Synopsis
Civilians in conflict areas often become victims of war, even when they are not directly targeted. And, because these victim’s stories are underserved by the media, they are forgotten; their stories often never heard. To shine a light on the critical plight of civilians in conflict, the United Nations (UN) organizes World Humanitarian Day (WHD) every year. In the days before and on WHD 2017, the UN wanted to raise awareness of the plight of these civilians in conflict areas and urge global citizens to influence their governments to act. This push for action was critical — the UN has previously tracked global policy change back to grassroots movements. To push for policy change, the UN needed people to act on behalf of civilian victims in conflict zones.
Strategy
To make the impact of conflict relevant and simple to rally against, we took inspiration from behaviors that our audience —digitally savvy citizens of developed countries — would be comfortable with. We knew they were highly active on social media apps and were not shy about posting their faces or voicing their opinions online. And we also understood that encouraging our audiences to tell stories of conflict would be far more effective than if the UN told the same stories. The post urged Facebook users to spread the message by creating their own videos, while parallel paid posts exposed users with a direct link to the petition, where they could sign their name. The entire experience was contained within the Facebook platform to allow a seamless transition between seeing a Not A Target post and signing the petition.
Relevancy
The campaign harnessed the power of a medium global citizens know well to deliver our message. Through a custom Facebook Camera Effect, we compelled people to share stories of civilians in need with their Facebook friends. Because the filter was developed for Facebook Live, videos began to stream right away, rather than giving users time to change their minds. The result was that users’ personal acquaintances appeared in their feed, narrating horrific stories of civilians as if experiencing it firsthand, and compelling them to share the message–more powerfully than if it had come from the UN alone.
Outcome
The campaign collectively generated 2.5 million total social media engagements in just one week, with 222,000 conversations about the cause and how critical it is for the UN to effect change. Lastly, while the Live Camera Effect filter focused on new video generation and not on petition signatures, the UN still gathered close to 27,000 petition signatures from global citizens to present to UN stakeholders.
Execution
The Not A Target filter went live on Facebook 24 hours before World Humanitarian Day. The UN officially kicked off the initiative by posting a video of then-UN Under-Secretary General of Humanitarian Affairs Stephen O’Brien reading a story of conflict via the teleprompter. The Facebook video urged users to create their own message and in parallel, paid posts targeted users with a direct link to act and sign a petition. The largest push of the campaign was during World Humanitarian Day and the following day, where we optimized posts for engagement and shared UGC videos that used the Not A Target filter on the UN Facebook page. The entire experience was contained within the Facebook platform to create a seamless transition between seeing a UGC Not A Target filter post and creating your own.
CampaignDescription
To get as many people as possible to connect with the cause, we created a familiar way for them to lend their voices to stories of real civilians in conflict. Working closely with Facebook, we created the very first Live Camera Effect filter that acted as a teleprompter feeding in real stories of victims for global users to tell and share. At launch, Facebook users could easily activate the filter, which applied our campaign effect and then instructed them to read a script of a real firsthand account of a civilians in conflict. The filter was developed specifically for Facebook Live so that the video would begin to stream immediately upon recording, capturing real reactions from our storytellers. The last line of the teleprompter summarized the cause clearly explaining the campaign’s mission. We then prompted viewers to record their own, creating a wider network of global citizens spreading the word.
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2018
入围 品牌体验与激活
Use of Mobile & Devices
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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