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Price on Our Lives

基本信息
行业: 公益与非盈利组织
媒体:互动
投放:美国
风格: Minimalism
说明cnen
EntrySummary
The USA gun lobby, The National Rifle Association (NRA), gives millions of dollars to politicians so they don’t pass meaningful gun control legislation. Gun violence continues to be a major issue and after every mass shooting, the USA engages in the same debate over our gun laws. And even though the majority of Americans support gun control, these NRA backed politicians continue to do nothing. But after the latest mass shooting at a high school in Parkland, Florida, the survivors spoke up to demand change. They organized the March For Our Lives rally which attracted millions and started a movement. Building off the success of the March they created the March For Our Lives (MFOL) organization and action fund to continue to push politicians to pass gun control. We were tasked with creating a symbol for the movement.
BriefExplanation
We created a wearable price tag to symbolize the price politicians put on student lives by accepting money from the NRA. The math was simple: NRA donations divided by total number of students equals the price for each student’s life. The very visible orange price tags were distributed at March For Our Lives events and became little wearable billboards that broadcast our message loud and clear. They also drove supporters to an online fundraising tool to “buy back lives” by donating the amount on the price tags From the sea of millions marching at events across the country, the price tag made its way on stage, into the hands of celebrities, and captivated national media (over 2.2 billion impressions). It became a symbol for the movement and rallied the masses to keep demanding gun control legislation.
制作信息
品牌:
广告公司:
奖项
D&AD 2019
黄铅笔 公益创意
Advertising /Not for Profit
D&AD 2019
木铅笔 体验
Community Experience
D&AD 2019
入围 公益创意
Product Design
D&AD 2019
入围 公益创意
Design/Not for Profit
The One Show 2019
金铅笔 直效
Physical Items
The One Show 2019
金铅笔 平面与户外
Promotional / Collateral / Promotional Items
The One Show 2019
金铅笔 公关
Events & Experiential
The One Show 2019
金铅笔 公关
Current Event Response
The One Show 2019
金铅笔 公关
Community Building
The One Show 2019
金铅笔 社交媒体
Social Engagement / Community Building
The One Show 2019
银铅笔 平面与户外
Out-of-Home / Experiential & Installations - Single
The One Show 2019
优秀奖 社交媒体
Craft / Use of Visuals
戛纳国际创意节 2018
金奖 直效
Excellence > Single Country Campaign
戛纳国际创意节 2018
金奖 户外
Ambient > Small Scale Special Solutions
戛纳国际创意节 2018
金奖 公关活动
Public Affairs & Lobbying
戛纳国际创意节 2018
银奖 公关活动
Sectors > Not-for-profit / Charity
戛纳国际创意节 2018
铜奖 公关活动
Social Community Building & Management
戛纳国际创意节 2018
入围 直效
Channels > Use of Ambient Media: Small Scale
戛纳国际创意节 2018
入围 直效
Use of Digital Platforms
戛纳国际创意节 2018
入围 公关活动
Digital & Social > Real-time Response
戛纳国际创意节 2018
入围 社交媒体与网红
Content Marketing > Reach & Impact
戛纳国际创意节 2018
入围 社交媒体与网红
Sectors > Not-for-profit / Charity
克里奥奖 2018
金奖 直效
Out of Home
克里奥奖 2018
银奖 整合营销
Price on Our Lives
克里奥奖 2018
银奖 公关
Public Affairs
The One Show 2018
优秀奖 直效
Experiential / Live Events
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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