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Cansa Melanoma

基本信息
行业: 公益与非盈利组织
媒体:推广与活动
投放:南非
风格: Minimalism
说明cnen
BriefExplanation


Execution

People care more about spots on their cars than they do about little marks on their bodies. And so, to highlight the dangers of skin cancer, we made ‘Car Melanomas’ out of low-tac adhesive stickers and placed them on cars parked near busy beaches. The stickers looked like damage to the doors of cars. But when the worried owners lifted the stickers off, they found they were actually vouchers encouraging them to have a free skin test at a nearby pop-up CANSA clinic.
CampaignDescription

People care more about spots on their cars than they do about little marks on their bodies. And so, to highlight the dangers of skin cancer, we made ‘Car Melanomas’ out of low-tac adhesive stickers and placed them on cars parked near busy beaches. The stickers looked like damage to the doors of cars. But when the worried owners lifted the stickers off, they found they were actually vouchers encouraging them to have a free skin test at a nearby pop-up CANSA clinic.
BriefWithProjectedOutcomes

N/A
Strategy

- Grab people’s attention in a surprising but relevant way.- Make it as easy as possible for them to get their skin checked out. - Educate them about UV rays and cancer in a memorable manner.
Relevancy

The ‘Car Melanoma’ activation was part of a major CANSA (Cancer Association of South Africa) drive to create awareness around skin cancer. CANSA wanted to encourage people to make use of pop-up CANSA clinics near beaches and other places where people are exposed to the sun. Our idea allowed people to physically interact with CANSA on a one-to-one basis and in a relaxed environment. The activation made the process of having sun spots looked at a lot quicker and simpler than having to go the conventional route of making an appointment with a skin specialist.
Synopsis

SITUATIONSouth Africa has the second highest UV index in the world. 30% of all cancers in South Africa are skin related. The trouble is, South Africans love spending time in the sunshine, but they don’t spend enough time checking for sun spots on their skin. BRIEFRaise awareness around the dangers of skin cancer. Let people know it’s easily treated if detected early. Get people into the habit of having regular check ups on their skin. Highlight the role of CANSA in fighting skin cancer. OBJECTIVESGive people an opportunity to have their skin examined for free. Detect suspicious sunspots and make sure peopley get the relevant treatment. Impart information regarding the dangers of UV rays and how to protect yourself from them.
Outcome

RESULTS:- Over 78,000 people reached. - 169 Dangerous melanomas identified.
制作信息
品牌:
广告公司:
执行创意总监:
制作公司:
其他职位:Entrant Company: FCB CAPE TOWN, South Africa
Group Head: Art Director, Dylan Davies, FCB Cape Town
Head of Copy, Alistair Morgan, FCB Cape Town
奖项
戛纳国际创意节 2017
入围 健康类
Pro-Bono led Education & Awareness
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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