2016-2017戛纳健康狮 - 医疗健康类 - 铜奖 两年多来，我们进行了市场调研，并对产品进行了改进。我们在off grid社区采访了肯尼亚人，了解他们对煤油、电和他们生活的了解，没有光，我们了解了很多关于重力照明的潜在用途，以及教育人们对产品及其工作方式的需求。这使得我们的产品和我们的竞选战略都有了清晰的发展。因此，我们设计了一场聚焦于媒体、产品教育和产品宣传的活动。 GRAVITY LIGHT SHELL | J. WALTER THOMPSON | 2017 Health And Wellness - A05 Health & Wellness Tech Strategy Over two years, we conducted market research and refined the product. We interviewed Kenyans in off grid communities to learn about their understanding of kerosene, electricity and their lives at night, without light, l We learnt much about potential uses for Gravity Light as well as a need to educate people on the product and how it works. This led to clear developments on the product as well as our campaign launches strategy. As a result, we devised a campaign focussed on earned media, product education and product advocacy. Campaign Description Gravity Light is an off grid light, that uses the power of gravity to create light. It can be hung from a ceiling, and has a sack that can be filled with sand or rocks. This slowly drops to the floor over a period of 20 minutes, and via a system of gears turns a dynamo that powers an LED light. We worked with Gravity Light to create the first commercial launch in Kenya; with a much improved design including additional satellite lights and a sturdier design. Synopsis By 2050, the world will need double its current energy supply. We need to promote and power clean and better energy ideas. And we need to do it together. Over 1.1 billion people in the world have no access to electricity and millions more have an unreliable supply. Instead they reply on kerosene lamps to light their homes, meaning that over 2 billion people rely on kerosene. Using these lamps is extremely dangerous and expensive, consuming up to 30% of income amongst the world’s poorest populations. They also have extensive health and environmental drawbacks, collectively contributing 3% of the<