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改变脸
案例简介:BriefWithProjectedOutcomes 英国法规规定在无品牌通信中没有与产品或医疗治疗的直接联系。 执行 由于全球定位系统非常繁忙,我们认为最成功的媒体将是一部短片,以迅速吸引他们的注意力,并通过印刷和数字媒体来支持这一点。尽管在接近执行时具有挑战性,但必须有一种温暖和保证,使用 GPs 识别的角色和情况来帮助他们将自己置于同样的情况下。考虑到这一点,我们也将 “街头流浪” 作为日常生活的典范,以展示活动的真实性。这个项目的预算很紧,这些概念传统上无法测试。相反,我们利用支持团体、慈善机构、指导委员会和咨询委员会中的现有联系来衡量电影的吸引力,同时获得他们对这项运动的支持。这部电影是通过一个拥有的网站、社交媒体渠道在全国范围内推出的,并在全科医生手术中放映。这得到了一系列数字策略、手术信息和打印的支持。 概要 艾滋病毒在英国的许多地区正在增加,并且在非典型社区变得越来越普遍。全球定位系统在帮助早期诊断艾滋病毒方面处于独特的地位,对于许多表现出早期症状的人来说,它们是第一个停靠港。问题有三个方面: 当全球定位系统看到如此多具有类似症状的患者时,这些症状往往相当普遍,很难确定。2.全球定位系统不知道艾滋病毒流行率的增加,甚至在面对患者时也不考虑测试患者具有指示性症状的人通常对可能的艾滋病毒患者有固定的看法。简报-帮助提高对这些问题的认识,并说服全球定位系统更经常地检测艾滋病毒。我们的目标 -- 通过拒绝 “典型的艾滋病毒患者” 的想法,在全球定位系统的头脑中重新定位艾滋病毒。 简要解释 相关性 这场运动是关于改变英国全球定位系统的思维方式,提高人们对可能的艾滋病患者日益增长的未满足需求的认识。我们必须激活全球定位系统,相信他们有责任让更多的病人接受测试,这样他们就可以在需要时得到最佳治疗。我们的方法必须是直接的,积极参与并得到主要慈善机构和相关组织的支持。 观众 英国初级保健专业人员 (GPs) 活动描述 我们的总体创意主题是一个简单的主题 -- 艾滋病毒 “隐藏在视野中”。-隐藏,因为症状很难识别。 -隐藏,因为 GPs 不识别谁处于危险之中。 -隐藏是因为相关的耻辱。这个想法是为了帮助医生认识到艾滋病毒不断变化的面貌,那些他们经常看到的熟悉的面孔和症状,希望在相关的案例中,提供艾滋病毒测试来排除或导致诊断。 战略 通过使用全科医生每天看到的病人的多样性和数量,将问题转化为解决方案,作为更快发现和诊断艾滋病毒的机会。现有的艾滋病毒患者和全科医生的刻板印象通常不会与病情联系在一起,并让他们出现相同的症状来挑战医生的看法和态度。 结果 这项运动有助于在全球定位系统的头脑中重新定位这种疾病,并导致: 1。在最初几周内,超过 250,000 人参与了这项运动。2。在线参与比行业标准高四倍。3.这项运动是全国医疗保健专业培训计划的一部分。英国艾滋病毒检测的新政策变化。
改变脸
案例简介:BriefWithProjectedOutcomes UK regulations state no direct link to products or medical treatments in unbranded communications. Execution As GPs are extremely busy, we felt the most successful media would be a short film to capture their attention quickly and to support this through print and digital media.Although challenging in approach the execution had to have a warmth and reassurance, using characters and situations that GPs recognised to help them put themselves in that same situation. With this in mind we also ‘street cast’ everyday people as models to give an authenticity to the campaign.Budget for this project was tight and the concepts could not be traditionally tested. Instead we used existing contacts in support groups, charities, steering committees and advisory boards to gauge the appeal of film and at the same time gain their buy-in to the campaign.The film was launched nationally through an owned website, social media channels and screened in GP surgeries. This was supported by a range digital tactics, in-surgery information and print. Synopsis HIV is increasing in many areas of the UK and becoming more prevalent in atypical communities.GPs are in a unique position to help diagnose HIV early, they are the first port of call for many people who display early symptoms.The problem is three fold:1.The symptoms can often be quite general and difficult to attribute when GPs see so many patients with similar symptoms.2.GPs are unaware of the increase in prevalence of HIV and not thinking of testing patients even when faced with people presenting with indicative symptoms.3.GPs often have fixed views on who a possible HIV patient may be.The brief - to help raise awareness of these issues and convince GPs to test for HIV more often.Our objective - to reposition HIV in the minds of GPs by rejecting the idea of a ‘typical HIV patient’. BriefExplanation Relevancy This campaign was all about changing the mindsets of GPs across the UK and raise awareness of the increasing unmet need of possible HIV sufferers.We had to activate GPs to believe they had a responsibility to get more of their patients tested so that they could if need be treated optimally.Our approach had to be direct, engaging and critically be supported by leading charities and associated organisations. Audience UK based Primary Care Professionals (GPs) CampaignDescription Our overarching creative theme was a simple one – HIV is ‘Hidden In View’. -Hidden because the symptoms can be difficult to identify.-Hidden because GPs do not recognise who is at risk.-Hidden because of the associated stigma.The idea was to help doctors recognize the changing face of HIV, those familiar faces and symptoms they see regularly, and hopefully in the relevant cases think to offer an HIV test to either rule it out or lead to a diagnosis. Strategy To transform the problem into a solution by using the diversity and number of patients a GP sees every day as an opportunity to spot and diagnose HIV sooner.The approach was to take the existing stereotype of a HIV patient as well as people a GP would not generally associate with the condition and have them present with the same symptoms to challenge the doctor’s perceptions and attitudes. Outcome The campaign has helped reposition the disease in GPs minds and lead to:1.Over 250,000 people engaged with the campaign within the first few weeks. 2.Online engagement four times higher than the industry standard.3.The campaign being part of a nationwide healthcare professional training programme.New policy changes to HIV testing in the UK.
Change The Face
案例简介:BriefWithProjectedOutcomes 英国法规规定在无品牌通信中没有与产品或医疗治疗的直接联系。 执行 由于全球定位系统非常繁忙,我们认为最成功的媒体将是一部短片,以迅速吸引他们的注意力,并通过印刷和数字媒体来支持这一点。尽管在接近执行时具有挑战性,但必须有一种温暖和保证,使用 GPs 识别的角色和情况来帮助他们将自己置于同样的情况下。考虑到这一点,我们也将 “街头流浪” 作为日常生活的典范,以展示活动的真实性。这个项目的预算很紧,这些概念传统上无法测试。相反,我们利用支持团体、慈善机构、指导委员会和咨询委员会中的现有联系来衡量电影的吸引力,同时获得他们对这项运动的支持。这部电影是通过一个拥有的网站、社交媒体渠道在全国范围内推出的,并在全科医生手术中放映。这得到了一系列数字策略、手术信息和打印的支持。 概要 艾滋病毒在英国的许多地区正在增加,并且在非典型社区变得越来越普遍。全球定位系统在帮助早期诊断艾滋病毒方面处于独特的地位,对于许多表现出早期症状的人来说,它们是第一个停靠港。问题有三个方面: 当全球定位系统看到如此多具有类似症状的患者时,这些症状往往相当普遍,很难确定。2.全球定位系统不知道艾滋病毒流行率的增加,甚至在面对患者时也不考虑测试患者具有指示性症状的人通常对可能的艾滋病毒患者有固定的看法。简报-帮助提高对这些问题的认识,并说服全球定位系统更经常地检测艾滋病毒。我们的目标 -- 通过拒绝 “典型的艾滋病毒患者” 的想法,在全球定位系统的头脑中重新定位艾滋病毒。 简要解释 相关性 这场运动是关于改变英国全球定位系统的思维方式,提高人们对可能的艾滋病患者日益增长的未满足需求的认识。我们必须激活全球定位系统,相信他们有责任让更多的病人接受测试,这样他们就可以在需要时得到最佳治疗。我们的方法必须是直接的,积极参与并得到主要慈善机构和相关组织的支持。 观众 英国初级保健专业人员 (GPs) 活动描述 我们的总体创意主题是一个简单的主题 -- 艾滋病毒 “隐藏在视野中”。-隐藏,因为症状很难识别。 -隐藏,因为 GPs 不识别谁处于危险之中。 -隐藏是因为相关的耻辱。这个想法是为了帮助医生认识到艾滋病毒不断变化的面貌,那些他们经常看到的熟悉的面孔和症状,希望在相关的案例中,提供艾滋病毒测试来排除或导致诊断。 战略 通过使用全科医生每天看到的病人的多样性和数量,将问题转化为解决方案,作为更快发现和诊断艾滋病毒的机会。现有的艾滋病毒患者和全科医生的刻板印象通常不会与病情联系在一起,并让他们出现相同的症状来挑战医生的看法和态度。 结果 这项运动有助于在全球定位系统的头脑中重新定位这种疾病,并导致: 1。在最初几周内,超过 250,000 人参与了这项运动。2。在线参与比行业标准高四倍。3.这项运动是全国医疗保健专业培训计划的一部分。英国艾滋病毒检测的新政策变化。
Change The Face
案例简介:BriefWithProjectedOutcomes UK regulations state no direct link to products or medical treatments in unbranded communications. Execution As GPs are extremely busy, we felt the most successful media would be a short film to capture their attention quickly and to support this through print and digital media.Although challenging in approach the execution had to have a warmth and reassurance, using characters and situations that GPs recognised to help them put themselves in that same situation. With this in mind we also ‘street cast’ everyday people as models to give an authenticity to the campaign.Budget for this project was tight and the concepts could not be traditionally tested. Instead we used existing contacts in support groups, charities, steering committees and advisory boards to gauge the appeal of film and at the same time gain their buy-in to the campaign.The film was launched nationally through an owned website, social media channels and screened in GP surgeries. This was supported by a range digital tactics, in-surgery information and print. Synopsis HIV is increasing in many areas of the UK and becoming more prevalent in atypical communities.GPs are in a unique position to help diagnose HIV early, they are the first port of call for many people who display early symptoms.The problem is three fold:1.The symptoms can often be quite general and difficult to attribute when GPs see so many patients with similar symptoms.2.GPs are unaware of the increase in prevalence of HIV and not thinking of testing patients even when faced with people presenting with indicative symptoms.3.GPs often have fixed views on who a possible HIV patient may be.The brief - to help raise awareness of these issues and convince GPs to test for HIV more often.Our objective - to reposition HIV in the minds of GPs by rejecting the idea of a ‘typical HIV patient’. BriefExplanation Relevancy This campaign was all about changing the mindsets of GPs across the UK and raise awareness of the increasing unmet need of possible HIV sufferers.We had to activate GPs to believe they had a responsibility to get more of their patients tested so that they could if need be treated optimally.Our approach had to be direct, engaging and critically be supported by leading charities and associated organisations. Audience UK based Primary Care Professionals (GPs) CampaignDescription Our overarching creative theme was a simple one – HIV is ‘Hidden In View’. -Hidden because the symptoms can be difficult to identify.-Hidden because GPs do not recognise who is at risk.-Hidden because of the associated stigma.The idea was to help doctors recognize the changing face of HIV, those familiar faces and symptoms they see regularly, and hopefully in the relevant cases think to offer an HIV test to either rule it out or lead to a diagnosis. Strategy To transform the problem into a solution by using the diversity and number of patients a GP sees every day as an opportunity to spot and diagnose HIV sooner.The approach was to take the existing stereotype of a HIV patient as well as people a GP would not generally associate with the condition and have them present with the same symptoms to challenge the doctor’s perceptions and attitudes. Outcome The campaign has helped reposition the disease in GPs minds and lead to:1.Over 250,000 people engaged with the campaign within the first few weeks. 2.Online engagement four times higher than the industry standard.3.The campaign being part of a nationwide healthcare professional training programme.New policy changes to HIV testing in the UK.
改变脸
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Change The Face
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基本信息
- 广告战役: #Viiv Healthcare-影视-50a3#
- 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: 短视频
- 广告语言: 英语
- 媒介平台: 网络
- 获得奖项:
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