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尽我所能
案例简介：为什么这项工作与品牌内容和娱乐相关？ 这种体验与类别极其相关，因为它是我们使用沉浸式体验方式的巨大演变。它将它们从 “发表声明” 或视觉上对空间感兴趣的事物改变，从字面上改变我们的行为和思维方式 -- 变得更好。这也是一个品牌委托一件艺术作品的强有力的例子，它有自己的创造性完整性，这通过观众反馈和戏剧评论家评论得到了证明。这为同时创造大规模变革、推动品牌增长和支持社区/艺术的能力提供了强有力的理由。 描述您所在国家/地区有关医疗保健/RX/制药通信的任何限制或法规，包括: 所有广告都由FDA OPDP监管，其使命是 “通过确保处方药信息真实、平衡和准确传达来保护公众健康”。这是通过全面的监督、执行和教育计划，以及通过促进更好地向医疗保健专业人员/消费者传达标签和促销信息来实现的。" 描述目标受众，以及为什么你的工作与他们相关。 尽可能多的目标受众是代表需要参与创造变革的 “社区” 的利益相关者的横截面。这包括与男性发生性关系的黑人男性、父母、教会领袖、服务提供者、医生/医学界成员以及文化影响者。我们通过与广泛的组织合作来招募/接触我们的受众，包括哈莱姆联合、AMFAR、Native Sons和许多其他人。因此，根据纽约剧院的观众统计，我们的观众在种族上更加多样化 80 + % vs 30%，我们的演员也更加种族多样化 99% vs 35% (典型的纽约演出)。 对许多来自社区的人来说，这是他们第一次去剧院，也是他们第一次看到自己在 “主流媒体” 中被代表。他们报告说，这对他们产生了巨大影响，因为这种代表性是准确、积极和有力的。该剧包含反映上述所有主要利益相关者的场景，对他们来说，了解他们的行为如何影响男性是非常有影响力的。对于所有观众来说，这是一个强大的社区和自我反思点。 背景 该项目是根据以下统计数据创建的: 如果到 2020 年感染率不变，在美国，每 2 名与男性发生性关系的黑人男性中就有 1 人将在有生之年被诊断患有艾滋病毒。我们的委托人ViiV，向我们提供了一个简短的 “体验”，不仅会引起人们对这一统计数据的关注，还会引起人们对其背后的故事的关注，并消除许多关于这些数字的原因的普遍误解。。目标是让社区、男性参与进来，并创造可衡量的变化 -- 特别是通过减少被证明对感染率有重大影响的耻辱。 描述创意 AMAIC背后的核心思想是利用空间和沉浸式设计的心理学来改变围绕一个公共卫生问题 -- 艾滋病毒/艾滋病感染的感知和行为。此外，我们希望这个过程能产生和结果一样强大的影响。为了做到这一点，在收集了 200 多名男性的故事后，与社区合作创造了这种体验。该节目的演员几乎完全由社区的男性组成，其中许多人是第一次接受该节目培训的表演者。这种体验的场景是有意设计的，目的是利用观众的位置 (透过墙上的洞看，坐在地板上，坐在场景中) 模糊现实和幻想之间的界限，改变观众对故事的看法。它也是一种模块化设计，可以在城市之间快速/高效地旅行。 描述策略 目标是通过谁参加表演以及与体验合作组织的其他活动，将体验作为社区组织和参与的工具。有些晚上，这种经历完全由一个特定的群体来填补，这个群体是ViiV和这个问题的主要利益相关者。这些团体的范围从AMFAR到像Mobi这样的黑人团体，到历史黑人教堂，再到医生/医疗专业协会。每次演出后，我们都会与观众进行对话，这让他们有机会反思自己的经历并与其他观众交流。在任何一个特定的夜晚，我们的观众通常都是父母/朋友、医疗专业人员、牧师、黑人同性恋影响者和艾滋病毒/艾滋病患者。还有电台节目采访、社区对话和社交之夜来赞美跑步。 描述执行 该体验于 2016 年冬季在巴尔的摩首次亮相。在接下来的两年里，它作为一个区域产品巡回演出，参观了杰克逊、圣地亚哥、奥兰多和罗利等城市。2018 年春天，《体验》在纽约市首映，三周的演出售罄。顶级媒体出席了这些演出，该节目在纽约时报、Vibe、广告牌以及Yes Broadway和the Advocate等戏剧出版物的好评。该体验目前正在乔的酒吧、公共剧院进行限量演出，公共剧院是纽约 2019 年秋季的顶级剧院之一。 描述结果 AMAIC的影响不仅对观众，而且对社区和参与制作的数百名男子产生了深远的影响。与John's Hopkins合作评估经验，并显示改变感知和行为。目前正在撰写几篇科学论文，作为使用沉浸式体验作为有效公共卫生干预的首次演示之一。它还在世界医疗保健大会上获得了卓越患者参与度奖。它在受众参与后调查中得分为 98%。ViiV在顶级和行业媒体上获得了令人难以置信的正面报道。他们还与对品牌至关重要的组织和影响者建立了新的伙伴关系网络。同样重要的是要注意AMAIC对参与其中的男性的深远影响，从自尊建设到大学入学再到恢复建设。
尽我所能
案例简介：Why is this work relevant for Branded Content & Entertainment? This experience is extremely relevant for the category because it’s a huge evolution in the way we use immersive experiences. It changes them from being things that “make a statement” or are visually interesting to spaces the literally change the way we behave and think -- for the better. It is also a powerful example of a brand commissioning a piece of art that has its own creative integrity as demonstrated through audience feedback and theater critic reviews. This makes a strong case for that ability to simultaneously create large scale change, drive brand growth, and support communities/the arts. Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including: All advertising is regulated by the FDA OPDP, whose mission is “to protect public health by assuring prescription drug information is truthful, balanced, and accurately communicated. This is accomplished through comprehensive surveillance, enforcement, and education programs, and by fostering better communication of labeling and promotional information to health care professionals/consumers.” Describe the target audience and why your work is relevant to them. The target audience for As Much As I Can was a cross section of stakeholders that represent the "community" that needs to be engaged in order to create change. This includes black men who have sex with men, parents, leaders from the church, service providers, doctors/members of the medical community, and cultural influencers. We achieved this by partnering with a wide range of organizations to recruit/reach our audiences including Harlem United, AMFAR, Native Sons and many others. As a result, according to NYC theater audience statistics, our audiences were significantly more racially diverse 80+% vs 30% and our cast was also more racially diverse 99% vs 35% (typical NYC shows). For many of the men from the community, this was the first time they had attended theater and the first time they had ever seen themselves represented in "mainstream media". They reported that this had a massive impact on them because that representation was accurate, positive and powerful. The play contains scenes that reflect all the major stakeholders mentioned above, and it was very affecting for them to get an immersive, visceral look at how their behavior impacts the men. It was a powerful point of community and self reflection for all audience members. Background This project was created in response to the following statistic: if infection rates don’t change by 2020, 1 out of every 2 black men who have sex with men in America will be diagnosed with HIV in their lifetime. Our client, ViiV, approached us with a brief to create an “experience” that would bring attention not just to this statistic but to the stories of the men behind it and dispel many commonly held misperceptions about what drove these numbers. The objective was to engage the community, the men, and to create measurable change -- particularly by reducing stigma which was shown to have a significant impact on infection rates. Describe the creative idea The core idea behind AMAIC was to use the psychology of spacial and immersive design to change perception and behavior around a public health issue -- HIV/AIDS infection. In addition we wanted the process to have as powerful an impact as the result. In order to do this, the experience was created in collaboration with the community after gathering the stories of over 200 men. The cast of the show is almost exclusively made up of men from the community, many of which were first time performers who were trained in the show. The set of the experience was intentionally designed to use the placement of the audience (looking through holes in the wall, seated on the floor, seated in the scene) to blur the line between reality and fantasy and change the audience perception of the story. It was also a modular design to enable quick/efficient travel between cities. Describe the strategy The goal was to use the experience as a community organizing and engagement tool both through who attended the performances as well as other events organized in partnership with the experience. Some nights the experience was completely filled by a specific group that was a key stakeholder for ViiV and the issue. These groups ranged from AMFAR to black men’s groups like Mobi to historical black churches to doctor/medical professional associations. After every performance we held talk backs with the audience which gave them an opportunity to reflect on their experience and connect with other audience members. On any given night our audiences were typically a cross section of parents/friends, medical professionals, pastors, gay black influencers and men living with HIV/AIDS. There were also radio show interviews, community conversations and social nights to compliment the run. Describe the execution The experience debuted in Baltimore in the winter of 2016. For the next two years, it toured as a regional production visiting cities such as Jackson, San Diego, Orlando and Raleigh. In the spring of 2018 the experience premiered in New York City to three weeks of sold out performances. These performances were attended by top-tier media and the show received coverage in a wide range of publications such as NYTimes, Vibe, Billboard as well as rave reviews in theater publications such as Yes Broadway and the Advocate. The experience is currently being re-cast for a limited run at Joe’s Pub, at the Public theater, one of NYC’s top theater venues for the fall of 2019. Describe the outcome The impact of AMAIC has been profound not only on audiences but also on the community and the hundreds of men who have been a part of the production. The experience was evaluated in partnership with John’s Hopkins and show to change perception and behavior. Several scientific papers are currently being authored on it as one of the first demonstrations of the use of immersive experience as an effective public health intervention. It also received the Excellence in Patient Engagement award at the World Healthcare Congress. It scored 98% on audience engagement post surveys. ViiV has received incredibly positive coverage in top-tier and industry press. They also formed a network of new partnerships with organizations and influencers critical to the brand. It’s also critical to note the profound impact AMAIC had on the men who participated in it ranging from self-esteem building to college attendance to resume building.
As Much As I Can
案例简介：为什么这项工作与品牌内容和娱乐相关？ 这种体验与类别极其相关，因为它是我们使用沉浸式体验方式的巨大演变。它将它们从 “发表声明” 或视觉上对空间感兴趣的事物改变，从字面上改变我们的行为和思维方式 -- 变得更好。这也是一个品牌委托一件艺术作品的强有力的例子，它有自己的创造性完整性，这通过观众反馈和戏剧评论家评论得到了证明。这为同时创造大规模变革、推动品牌增长和支持社区/艺术的能力提供了强有力的理由。 描述您所在国家/地区有关医疗保健/RX/制药通信的任何限制或法规，包括: 所有广告都由FDA OPDP监管，其使命是 “通过确保处方药信息真实、平衡和准确传达来保护公众健康”。这是通过全面的监督、执行和教育计划，以及通过促进更好地向医疗保健专业人员/消费者传达标签和促销信息来实现的。" 描述目标受众，以及为什么你的工作与他们相关。 尽可能多的目标受众是代表需要参与创造变革的 “社区” 的利益相关者的横截面。这包括与男性发生性关系的黑人男性、父母、教会领袖、服务提供者、医生/医学界成员以及文化影响者。我们通过与广泛的组织合作来招募/接触我们的受众，包括哈莱姆联合、AMFAR、Native Sons和许多其他人。因此，根据纽约剧院的观众统计，我们的观众在种族上更加多样化 80 + % vs 30%，我们的演员也更加种族多样化 99% vs 35% (典型的纽约演出)。 对许多来自社区的人来说，这是他们第一次去剧院，也是他们第一次看到自己在 “主流媒体” 中被代表。他们报告说，这对他们产生了巨大影响，因为这种代表性是准确、积极和有力的。该剧包含反映上述所有主要利益相关者的场景，对他们来说，了解他们的行为如何影响男性是非常有影响力的。对于所有观众来说，这是一个强大的社区和自我反思点。 背景 该项目是根据以下统计数据创建的: 如果到 2020 年感染率不变，在美国，每 2 名与男性发生性关系的黑人男性中就有 1 人将在有生之年被诊断患有艾滋病毒。我们的委托人ViiV，向我们提供了一个简短的 “体验”，不仅会引起人们对这一统计数据的关注，还会引起人们对其背后的故事的关注，并消除许多关于这些数字的原因的普遍误解。。目标是让社区、男性参与进来，并创造可衡量的变化 -- 特别是通过减少被证明对感染率有重大影响的耻辱。 描述创意 AMAIC背后的核心思想是利用空间和沉浸式设计的心理学来改变围绕一个公共卫生问题 -- 艾滋病毒/艾滋病感染的感知和行为。此外，我们希望这个过程能产生和结果一样强大的影响。为了做到这一点，在收集了 200 多名男性的故事后，与社区合作创造了这种体验。该节目的演员几乎完全由社区的男性组成，其中许多人是第一次接受该节目培训的表演者。这种体验的场景是有意设计的，目的是利用观众的位置 (透过墙上的洞看，坐在地板上，坐在场景中) 模糊现实和幻想之间的界限，改变观众对故事的看法。它也是一种模块化设计，可以在城市之间快速/高效地旅行。 描述策略 目标是通过谁参加表演以及与体验合作组织的其他活动，将体验作为社区组织和参与的工具。有些晚上，这种经历完全由一个特定的群体来填补，这个群体是ViiV和这个问题的主要利益相关者。这些团体的范围从AMFAR到像Mobi这样的黑人团体，到历史黑人教堂，再到医生/医疗专业协会。每次演出后，我们都会与观众进行对话，这让他们有机会反思自己的经历并与其他观众交流。在任何一个特定的夜晚，我们的观众通常都是父母/朋友、医疗专业人员、牧师、黑人同性恋影响者和艾滋病毒/艾滋病患者。还有电台节目采访、社区对话和社交之夜来赞美跑步。 描述执行 该体验于 2016 年冬季在巴尔的摩首次亮相。在接下来的两年里，它作为一个区域产品巡回演出，参观了杰克逊、圣地亚哥、奥兰多和罗利等城市。2018 年春天，《体验》在纽约市首映，三周的演出售罄。顶级媒体出席了这些演出，该节目在纽约时报、Vibe、广告牌以及Yes Broadway和the Advocate等戏剧出版物的好评。该体验目前正在乔的酒吧、公共剧院进行限量演出，公共剧院是纽约 2019 年秋季的顶级剧院之一。 描述结果 AMAIC的影响不仅对观众，而且对社区和参与制作的数百名男子产生了深远的影响。与John's Hopkins合作评估经验，并显示改变感知和行为。目前正在撰写几篇科学论文，作为使用沉浸式体验作为有效公共卫生干预的首次演示之一。它还在世界医疗保健大会上获得了卓越患者参与度奖。它在受众参与后调查中得分为 98%。ViiV在顶级和行业媒体上获得了令人难以置信的正面报道。他们还与对品牌至关重要的组织和影响者建立了新的伙伴关系网络。同样重要的是要注意AMAIC对参与其中的男性的深远影响，从自尊建设到大学入学再到恢复建设。
As Much As I Can
案例简介：Why is this work relevant for Branded Content & Entertainment? This experience is extremely relevant for the category because it’s a huge evolution in the way we use immersive experiences. It changes them from being things that “make a statement” or are visually interesting to spaces the literally change the way we behave and think -- for the better. It is also a powerful example of a brand commissioning a piece of art that has its own creative integrity as demonstrated through audience feedback and theater critic reviews. This makes a strong case for that ability to simultaneously create large scale change, drive brand growth, and support communities/the arts. Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including: All advertising is regulated by the FDA OPDP, whose mission is “to protect public health by assuring prescription drug information is truthful, balanced, and accurately communicated. This is accomplished through comprehensive surveillance, enforcement, and education programs, and by fostering better communication of labeling and promotional information to health care professionals/consumers.” Describe the target audience and why your work is relevant to them. The target audience for As Much As I Can was a cross section of stakeholders that represent the "community" that needs to be engaged in order to create change. This includes black men who have sex with men, parents, leaders from the church, service providers, doctors/members of the medical community, and cultural influencers. We achieved this by partnering with a wide range of organizations to recruit/reach our audiences including Harlem United, AMFAR, Native Sons and many others. As a result, according to NYC theater audience statistics, our audiences were significantly more racially diverse 80+% vs 30% and our cast was also more racially diverse 99% vs 35% (typical NYC shows). For many of the men from the community, this was the first time they had attended theater and the first time they had ever seen themselves represented in "mainstream media". They reported that this had a massive impact on them because that representation was accurate, positive and powerful. The play contains scenes that reflect all the major stakeholders mentioned above, and it was very affecting for them to get an immersive, visceral look at how their behavior impacts the men. It was a powerful point of community and self reflection for all audience members. Background This project was created in response to the following statistic: if infection rates don’t change by 2020, 1 out of every 2 black men who have sex with men in America will be diagnosed with HIV in their lifetime. Our client, ViiV, approached us with a brief to create an “experience” that would bring attention not just to this statistic but to the stories of the men behind it and dispel many commonly held misperceptions about what drove these numbers. The objective was to engage the community, the men, and to create measurable change -- particularly by reducing stigma which was shown to have a significant impact on infection rates. Describe the creative idea The core idea behind AMAIC was to use the psychology of spacial and immersive design to change perception and behavior around a public health issue -- HIV/AIDS infection. In addition we wanted the process to have as powerful an impact as the result. In order to do this, the experience was created in collaboration with the community after gathering the stories of over 200 men. The cast of the show is almost exclusively made up of men from the community, many of which were first time performers who were trained in the show. The set of the experience was intentionally designed to use the placement of the audience (looking through holes in the wall, seated on the floor, seated in the scene) to blur the line between reality and fantasy and change the audience perception of the story. It was also a modular design to enable quick/efficient travel between cities. Describe the strategy The goal was to use the experience as a community organizing and engagement tool both through who attended the performances as well as other events organized in partnership with the experience. Some nights the experience was completely filled by a specific group that was a key stakeholder for ViiV and the issue. These groups ranged from AMFAR to black men’s groups like Mobi to historical black churches to doctor/medical professional associations. After every performance we held talk backs with the audience which gave them an opportunity to reflect on their experience and connect with other audience members. On any given night our audiences were typically a cross section of parents/friends, medical professionals, pastors, gay black influencers and men living with HIV/AIDS. There were also radio show interviews, community conversations and social nights to compliment the run. Describe the execution The experience debuted in Baltimore in the winter of 2016. For the next two years, it toured as a regional production visiting cities such as Jackson, San Diego, Orlando and Raleigh. In the spring of 2018 the experience premiered in New York City to three weeks of sold out performances. These performances were attended by top-tier media and the show received coverage in a wide range of publications such as NYTimes, Vibe, Billboard as well as rave reviews in theater publications such as Yes Broadway and the Advocate. The experience is currently being re-cast for a limited run at Joe’s Pub, at the Public theater, one of NYC’s top theater venues for the fall of 2019. Describe the outcome The impact of AMAIC has been profound not only on audiences but also on the community and the hundreds of men who have been a part of the production. The experience was evaluated in partnership with John’s Hopkins and show to change perception and behavior. Several scientific papers are currently being authored on it as one of the first demonstrations of the use of immersive experience as an effective public health intervention. It also received the Excellence in Patient Engagement award at the World Healthcare Congress. It scored 98% on audience engagement post surveys. ViiV has received incredibly positive coverage in top-tier and industry press. They also formed a network of new partnerships with organizations and influencers critical to the brand. It’s also critical to note the profound impact AMAIC had on the men who participated in it ranging from self-esteem building to college attendance to resume building.
尽我所能
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As Much As I Can
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基本信息
- 广告战役： #Viiv Healthcare-网络-5885#
- 广告品牌： ViiV Healthcare
- 发布日期： 2000
- 行业领域： 生活服务 , 医疗/护理 , 医药
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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