Life Saving Dot|短视频|广告营销案例【ADGuider广告指南】

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救生点

案例简介：观众这场运动的观众是印度农村的妇女，她们没有得到所需剂量的碘。为什么它与观众相关是因为大多数印度女性都穿印地语 -- 一种传统的美丽象征。因此，在没有任何行为改变的情况下，每天向这些妇女分发所需剂量的碘。对客户来说，这个想法被证明是一种向妇女注射碘的新颖而非侵入性的方式。因为产品使用了现有的美丽象征，观众的接受和认可很容易。客户简报或目标缺碘是困扰印度大部分农村的问题。妇女遭受的痛苦最大，往往是乳腺癌、纤维囊性乳腺疾病和怀孕期间并发症的受害者。即使有药丸形式的补充剂，女性也没有服用它们的习惯。迫切需要一个简单而非侵入性的解决方案。几乎每个印度女人都戴着印地语 -- 一种传统的美丽象征。但是我们意识到这些小点可以做更多的事情。他们可以拯救生命。Talwar Bindis 与 Neelvasant 医学基金会和研究中心合作，推出了救生点 Jeevan Bindi -- 一个将 bindis 转化为碘贴片的想法。执行这项运动在几个村庄发起，并慢慢开始延伸到印度农村的其他地方。自由公关获得的吸引力确保了更多的人听说过它，因此，许多人想帮助流通。根据最初的计划，救生点通过保健营地和诊所分发给印度农村的妇女。结果救生点仍在分发给印度农村数百万妇女，帮助她们对抗缺碘症。救生点正在印度农村的 10 个村庄分发。因此，受到这一想法直接影响的妇女总数接近 50,000 人。该运动计划在未来 3 个月内在 50 个村庄引入救生点，并在 6 个月结束前在 75 个村庄引入救生点。因此，印度农村数百万妇女将很快能够轻松战胜缺碘症。概要印度农村数百万妇女患有乳腺癌、纤维囊性乳腺疾病和怀孕期间的并发症。这些病例大多与缺碘有关。有药丸形式的补充剂，但女性没有服用它们的习惯。因此，面临的挑战是想出一种聪明而独特的方法给这些妇女提供所需剂量的碘。

救生点

案例简介：Audience The audience for this campaign were women across rural India who weren't receiving the required dosage of iodine.Why it was relevant to the audience was because most Indian women wear a bindi – a traditional symbol of beauty. So, without making any behavourial change, the required dosage of iodine was dispensed to these women daily.For the client, the idea proved to be a novel and non-intrusive way of administering iodine to women. And because the product used an existing symbol of beauty, acceptance and approval from the audience was easy. Client Brief Or Objective Iodine deficiency is a problem that plagues most of rural India. Women suffer the most and are often the victims of Breast Cancer, Fibrocystic Breast Disease and complications during pregnancy. And even though supplements in the form of pills are available, women weren't in the habit of consuming them. A simple yet non-intrusive solution was needed urgently.Almost every Indian woman wears a bindi - a traditional symbol of beauty.But we realized that these tiny little dots could do more. They could save lives.Talwar Bindis, in association with Neelvasant Medical Foundation and Research Centre, introduced The Life Saving Dot, Jeevan Bindi – an idea that transformed bindis into iodine patches. Execution The campaign was launched across a few villages and slowly started extending to other parts of rural India. The traction gained by free PR ensured more people heard of it, and consequently, many wanted to help with the circulation.The Life Saving Dots were distributed to women across rural India via health camps and clinics, as per the original plan. Outcome The Life Saving Dot is still being distributed to millions of women across rural India, helping them battle iodine deficiency.The Life Saving Dot is being distributed in 10 villages across rural India.Hence, the total number of women being directly impacted by the idea is close to 50,000. The campaign plan is to introduce the Life Saving Dot across 50 villages in the next 3 months and in 75 villages by the end of 6 months. As a result, millions of women across rural India will soon be able to fight off iodine deficiency disorders with ease. Synopsis Millions of women across rural India suffer from Breast Cancer, Fibrocystic Breast Disease and complications during pregnancy.Most of these cases are linked to an Iodine deficiency.Supplements in the form of pills are available, but women weren't in the habit of consuming them. The challenge, therefore, was to conceive a clever and unique way to give these women the required dosage of iodine.