The Survivors Collection|活动|广告营销案例【ADGuider广告指南】

幸存者收藏

案例简介：概要据预测，九成的新西兰妇女中就有一人患乳腺癌，这是世界上乳腺癌发病率最高的国家之一。确保疾病生存的最佳方法是及早发现并及早治疗。大多数癌症都是通过自我检查发现的，我们的简报是让25到40岁的女性知道乳腺癌的迹象，知道她们的乳房，经常检查 (包括自我检查和检查)。这些目标使我们进入了 “知识战胜乳腺癌” 的运动路线。战略由于我们的目标受众较年轻，因此该活动的重点是认识和了解乳房的重要性，而不是通常的乳房x线照片信息。我们着手开展一项运动，以增强和庆祝女性形态的美丽，尤其是在乳腺癌幸存后。为了确保这一信息与所有新西兰女性联系在一起，该战略的一个重要部分是多样化的演员阵容，重点是太平洋女性和各种体型。相关性幸存者收藏重新构想了文艺复兴时期的杰作，这些杰作在不知不觉中捕捉到了乳腺癌的症状。为了提高人们对乳腺癌迹象的认识，并激活女性定期检查自己的乳房，我们通过拍摄猕猴桃乳腺癌幸存者重现了一系列文艺复兴时期的杰作。幸存者系列在新西兰最大的画廊奥克兰美术馆以身临其境的画廊体验而推出。在为期4周的成功激活期间，幸存者展览可能会在画廊受到赞赏，并成为知识如何战胜乳腺癌的胜利象征。结果在最初的三个月内，幸存者收集了45,000乳房筛查。救生8% 比2016年增加。乳腺癌基金会网站的流量增加了164%。确保新西兰各地的妇女了解乳腺癌的迹象，了解她们的乳房，并开始经常检查她们。在活动启动后的三个月中，有45,000多名女性进行了乳房筛查，比上一年增加了8%。执行该运动于2017年10月1日启动，并贯穿整个乳腺癌宣传月。这些照片构成了 “幸存者收藏”，该活动包括电视，在线电影，广播，社交，印刷和户外活动-所有活动都在新西兰各地进行。幸存者收藏也在新西兰最大的画廊奥克兰美术馆展出。运动描述世界上最受尊敬的文艺复兴时期绘画中有11幅具有乳腺癌症状的模型。这些妇女无法诊断或治疗该疾病。但是，如果他们拥有我们今天所拥有的知识，那么他们的生活可能就不会缩短。四百年后，新西兰乳腺癌基金会利用乳腺癌幸存者重现了这些杰作。这些女性通过自我检查发现了自己的乳腺癌，这是知识如何战胜乳腺癌的胜利象征。展示知识的力量。这些图像形成了一个引人注目的运动，被称为 “幸存者收藏”，其中包括在新西兰最大的美术馆举行的展览。

幸存者收藏

案例简介：Synopsis One in nine New Zealand women are predicted to get breast cancer, one of the highest rates of the disease in the world. The best way of ensuring survival of the disease it to find it early and treat it early. With most cancer found through self-checks, our brief was to get women from 25 to 40 to know the signs of breast cancer, know their breasts, and check (both self-checks and screenings) often. These objectives led us to the campaign line, “Knowledge beats breast cancer”. Strategy Due to our younger target audience, this campaign focused on awareness and the importance of knowing your breasts, rather than the usual mammogram message. We set out to create a campaign which was empowering and celebrated the beauty of the female form, especially after surviving breast cancer. To ensure this message connected with all New Zealand women, an important part of the strategy was diverse casting, with a focus on Pacifica women and a variety of body shapes. Relevancy The Survivors Collection reimagined the Renaissance masterpieces which had unknowingly captured the symptoms of breast cancer. To build awareness around the signs of breast cancer and activate women to regularly check their breasts, we recreated a series of Renaissance masterpieces by photographing Kiwi breast cancer survivors. The Survivors Collection launched with an immersive gallery experience at the Auckland Art Gallery, New Zealand’s largest gallery. During a successful 4-week activation, The Survivors Exhibition could be admired at the gallery and became a triumphant symbol of how knowledge can beat breast cancer. Outcome Within the first three months, The Survivors Collection had encouraged 45,000 breast screenings. A lifesaving 8% increase on 2016. Traffic to the Breast Cancer Foundation’s site increased by 164%. Ensuring women all around New Zealand learned the signs of breast cancer, got to know their breasts, and began checking them often. In the three months following the campaign’s launch over 45,000 women had their breasts screened, an 8% increase on the previous year. Execution The campaign launched on 1 October 2017 and ran throughout Breast Cancer Awareness month. The photographs formed The Survivors Collection, a campaign which comprised of TV, online film, radio, social, print and out of home components – all running throughout New Zealand. The Survivors Collection was also on display at the Auckland Art Gallery, New Zealand’s largest gallery. CampaignDescription Eleven of the world’s most revered Renaissance paintings feature models with some of the symptoms of breast cancer. These women were unable to diagnose or treat the disease. But if they had the knowledge we have today, their lives might not have been cut short. Four hundred years later, Breast Cancer Foundation New Zealand recreated these masterpieces, using survivors of breast cancer. These women discovered their own breast cancer by self-check, a triumphant symbol of how knowledge can beat breast cancer. demonstrating the power of knowledge. The images formed an attention-grabbing campaign, known as ‘The Survivors Collection,’ that included an exhibition in New Zealand’s largest art gallery.