注意

文件暂时无法下载,请稍候再试!

注意

当前文件大小MB,你的下载剩余量(MB)已不足。

月下载量(150MB)将在每月第一天上午8:01分更新。

下载作品须先扫描二维码
并关注官方微信

注意

考虑到带宽成本,WELOVEAD提供的是有限量免费下载。

请在下载前,注意以下数据:

下载前余量 MB
文件大小 MB
下载后余量 MB

注意

由于当前服务器繁忙,请耐心等待秒。之后你就可以再次下载文件。

Project 84

基本信息
行业: 公益与非盈利组织
媒体:互动
投放:英国
风格: Minimalism
说明cnen
Synopsis
84 men a week commit suicide in the UK. That’s over four thousand lives that are tragically lost each year. Yet, no one was talking about it. This was unacceptable and we wanted to do something to change this. We wanted to create something that stopped people in their tracks, made them pay attention and got them talking.
Strategy
Without any allocated media spend, we needed an assertive PR approach to make the scale and severity of male suicide a national talking point, and then provide meaningful ways for the public to act in response, such as the Change.org grassroots government petition to make male suicide and bereavement a ministerial responsibility. To achieve maximum awareness and scale, our target media was mainstream news outlets across broadcast, print and online channels. Film and photography of the sculptures was seeded to the widest selection of national and international media, alongside strategic placement of CALM spokespeople and bereaved friends and families, to ensure the topic was made as real, human and visible as possible. We worked with influential CALM supporters to ensure the story travelled further within social networks.
Relevancy
With no allocated media spend, a forcible PR approach was intrinsic to ensuring we could talk at scale about an issue that no one wanted to talk about. Through this and the strength of the creative idea, we changed the London skyline and incited much needed conversation around men's mental health and suicide throughout the capital, the country and abroad. More importantly, however, every pound saved by the charity on media was money spent directly on helping men in crisis.
Outcome
A week after launch, we had achieved more than 2.1 billion earned media reach. Furthermore, the campaign sparked conversation on social media with 170 million Twitter impressions, we received 220,000 signatures on the Change.org petition to the Secretary of Health, and most importantly, we received a 34% increase in demand for the helpline and webchat support in the 2 weeks following the launch compared to the weekly average prior.
MediaStrategy
23/04/18 PR. A12. Not-for-profit / Charity. Case film 19 sec too long - but checked with AM & all good. EY.
Execution
At the heart of the execution were 84 statues placed atop the ITV tower representing the 84 men who take their lives every single week. Across a series of workshops, bereaved families were guided in American street artist Mark Jenkins’ signature tape casting technique to produce the hyper-realistic figures, which were then clothed in drawn-shut hoodies to highlight the isolation often experienced by those facing depression and the way so many men suffer in silence. Through forging a partnership with ITV's This Morning who devoted a week of programming to Project 84 and male suicide, alongside films seeded on social media and a forcible PR approach, the campaign drove people to the CALM helpline/website to find much needed support. It also allowed them to scratch beneath the surface of the heartbreaking stories associated with each figure, and to sign the petition leading to a parliamentary discussion of the Project.
CampaignDescription
In the UK, suicide is the single-biggest killer of men under 45. Despite this, suicide remains a stigmatised, silent killer which is not talked about in the media, and which is under-acknowledged by culture at large with people being unable to appreciate and unwilling to address the magnitude of the problem. To do this, we created 84 individual life-like sculptures, each a poignant and personal reminder of a life tragically lost to suicide. By creating these figures and placing them in an unavoidable location, we garnered national and international press interest, allowing us to tell their stories through personal interviews with bereaved friends and families, and ensure the topic was made as real, human and visible as possible.
制作信息
品牌:
广告公司:
制作公司:
奖项
D&AD 2019
黄铅笔 体验
Public Environments
D&AD 2019
石墨铅笔 体验
Out-of-Home
戛纳国际创意节 2018
铜奖 公关活动
Sectors > Not-for-profit / Charity
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。

最新更新
加载中...
赞助商