It Can Wait: A Social Experiment Designed to be Shared and Save Lives|短视频,海报/平面|广告营销案例【ADGuider广告指南】

它可以等待: 一个旨在分享和拯救生命的社会实验

案例简介：EntrySummary 在美国，每天有 11 名青少年死于分心驾驶。这不是秘密。老师、家长和公益广告都利用这个强大的数字给青少年讲课。即使知道统计数据，青少年在开车的时候仍然会继续使用 Snapchat 、短信和推特。青少年没有足够的与死亡、损失的经历，甚至与他们自己的选择相对应的负面影响的有形遭遇来给出这个统计数据的背景, 这一现实使他们掩盖了分心驾驶的真正危险。AT&T 的 “It 可以等待” 团队向我们提出了挑战，创造了一种内容，让年轻人真正感受到分心驾驶的影响, 促使他们接受 “可以等待” 的承诺，承诺不再分心驾驶。由于制作预算有限，没有付费媒体，我们知道我们必须创建消费者想要分享的内容。简要解释我们的计划很简单: 预算只有 20,500 美元，制作一个视频，不宣扬不分心驾驶，但有力地说明了我们选择的毁灭性影响。为了做到这一点，我们决定创建一个小型的社会实验，并拍摄结果。实验当天，我们让每个青少年坐在一个空房间里，一边听着，一边开玩笑说要发送快照聊天和发短信。他们的反应既开放又直率，与研究显示的一致: 青少年知道分心驾驶是错误的，无论如何他们都会这样做。然后我们介绍了贾西 · 古德，她讲述了在她大学毕业的晚上被一个分心的司机撞的故事，杀死了她的父母，让她部分瘫痪。接下来，我们要求每个青少年看贾西，给她同样的理由，为什么他们有时会分心。事情变得不舒服，但以一种强大的方式

它可以等待: 一个旨在分享和拯救生命的社会实验

案例简介：EntrySummary Eleven teenagers die each day in the U.S. from distracted driving. This is not a secret. Teachers, parents, and PSAs all lecture teens utilizing this powerful number. Even knowing the stats, teens still continue to Snapchat, text, and Tweet while they drive. Teenagers haven’t had enough tangible encounters with death, experiences of loss, or even negative repercussions corresponding to their own choices to give context to this statistic, a reality that causes them to gloss over the very real dangers of distracted driving. AT&T’s “It Can Wait” team challenged us with creating a piece of content that would make young people truly feel the effects of distracted driving, prompting them to take the “It Can Wait” pledge promising to never distracted drive again. With a limited production budget and no paid media, we knew that we had to create a piece of content that consumers would want to share. BriefExplanation Our plan was simple: with a budget of only $20,500, create a video that doesn’t preach against distracted driving, but that powerfully illustrates the devastating impact of our choices. In order to do this, we decided to create a small social experiment and film the results. On the day of the experiment, we sat each teen in an empty room and listened while they joked about sending Snapchats and texting crushes. Open and forthright, their responses aligned with what the research shows: Teens know distracted driving is wrong, and they do it anyway. Then we introduced Jacy Good who told the story of getting hit by a distracted driver on the evening of her college graduation, killing her parents and leaving her partially paralyzed. Next, we asked each teen to look at Jacy and give her the same reasons why they sometimes drove distracted. Things got uncomfortable, but in a powerful way