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I Love My Balls

基本信息
行业: 公益与非盈利组织
媒体:网络
风格: Minimalism
说明cnen
Why is this work relevant for PR?

I Love My Balls - An instagram sticker that saved lives.
With $0 budget we raised $ 2,000,000 in free press and achieved more than 2,520,000 social media interactions and more than 21,678,000 million views. But best of all, we saved 5 lives who were diagnosed with an early stage of cancer.

Background

Situation
In Peru, prostate, testicular and penile cancer affects 4,500 thousands new cases of young adults between the ages of 15 and 30 years are detected every year.

Brief
We were asked to create a campaign to generate awareness about the problem and motivates prevention check ups of penis, prostate and testicle cancer in men.

Objectives
Persuade at least 500 males during the period of the campaign to do a prostate cancer, testicles and penis check up, this means increasing the number by 500%

Promote a cultural change on cancer prevention in men, convincing young males and adults to lose their fear and to carry out a self-examination and an annual check-up.

Describe the creative idea (20% of vote)

I Love My Balls - An instagram sticker that saved lives.

All men care about their balls, bud when it comes to preventing penile and testicular cancers de don’t show the same kind of love due to the taboo surrounding them.

This is how we decided to flip over a loved Instagram sticker to invite on men to break this taboo and generate awareness about annual check ups.

Describe the PR strategy (30% of vote)

Insight
Taboos are overcome with humor.

Key message
I Love My Balls - An instagram sticker that saved lives.

An idea as simple as turning an Instagram sticker ended the taboo on these types of cancer and saved the lives of many Peruvians.

Target audience
Men especially from 15 to 40 years, who are more prone to the development testicular, penis and prostate cancer.

Creation and distribution of assets
We launched a video for social networks with influencers and celebrities by the hand of an educational website. Then all this became publications for different digital channels, radio spots, OOH, interviews on TV and Radio and press notices.

Describe the PR execution (20% of vote)

Implementation of the PR
We made a humorous and striking video for social networks with influencers and celebrities totally naked with a powerful message that influenced Peruvians to prevent prostate cancer, testicles and penises.

Celebrities and influencers who posed totally naked made our campaign go out of control. Actors, musicians, artists, our national soccer team and even the first lady joined this movement.

Our hashtag #AmoMisBolas (#ILoveMyBalls) and the new way to use the beloved Instagram tag simulated a pair of hands holding their testicles which helped us solve this problem quickly.

Timeline
From June 1st to June 30th of 2018.

Scale
With cero budget we reached the whole social media users nationwide.

List the results (30% of vote) – must include at least two of the following tiers:

Tier 1: Media Outputs
- With $0 budget we raised $ 2,000,000 in free press.

Tier 2: Target Audience Outcomes
- We saved 5 lives who were diagnosed with an early stage of cancer.
- In sales we increased by more than 1,800% checkups to all our clinics nationwide.
- We achieved more than 2,520,000 social media interactions and more than 21,678,000 million views.
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2019
铜奖 公关活动
Co-creation & User Generated Content
戛纳国际创意节 2019
铜奖 社交与影响力
Not-for-profit / Charity / Government
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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