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Oat the Goat

Oat the Goat | MInistry of Education | 博达大桥 | FCB
下载原始文件 下载原始文件 JPG | 3530x2502px
基本信息
行业: 教育
媒体:推广与活动
风格: Minimalism
说明cnen
Describe the creative idea

New Zealand has the second worst rate of schoolyard bullying in the developed world. The Ministry of Education needed to stop this growing problem in its tracks. But unlike past campaigns that have tried to make victims more resilient, we focused on the bystanders; because attention is like oxygen for bullies - ignore them, and they lose all power. Our interactive tale, ‘Oat the Goat’ let children see this in action and allowed them to make the wrong decisions in Oat’s world, so they’d learn to make the right decisions in the real one. So far, over 85% of all 4-7-year-olds in NZ have experienced and actively engaged in Oat the Goat.

Describe the execution

In 2018, bullying in NZ was at record levels, with 94% of teachers witnessing it in schools. The Ministry of Education acknowledged that telling children to say “Stop it, I don’t like it,” wasn’t working, and they needed a different approach. They also wanted to stop bullying at the earliest stage of a child’s development.

So, during Bullying Free Week, May 2018, we launched ‘Oat the Goat’; an interactive bedtime story that called on 4 to 7 year-olds to help character Oat navigate right and wrong as he encountered bullying on his adventure to the top of a mountain. At each crossroad moment, children had to help Oat choose what to do: Join in the teasing? Do nothing? If children picked the wrong response, they’d learn the immediate consequence of that decision. The story would then loop back to the crossroad moment until children did the right thing – which was to ignore the bullies and show kindness to the victim instead.

The soundscape played a crucial role in guiding children to do the right thing. So, we worked with the NZ Symphony Orchestra to create an original, 78-piece orchestral score - for all 11 minutes of our tale. Individual musical passages were also written to reflect the emotional consequence of children’s decisions. These were then coded to transition seamlessly at each crossroad, no matter what path the children took or when they took it.

And, to ensure we reached every child, regardless of socio-economic status, we developed the tale using WebGL, so both music and animation played across a broad spectrum of devices and connections. So far, over 85% of all 4-7-year-old’s in New Zealand have visited oatthegoat.co.nz, spending an average of 9 minutes engaged in the story. And it’s now an official part of the NZ school curriculum.
制作信息
品牌:
广告公司:
设计:
奖项
戛纳国际创意节 2019
入围 数字制作
Personalised Storytelling & Experience
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