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Ladyballs
案例简介：战略 我们进行了定性和定量研究，以了解女性对卵巢的看法。调查结果很清楚: 它们不是最重要的，超出了它们在女人身体上的位置。我们发现围绕 “亲密” 女性话题的交流缺乏直接性。为了被谈论，卵巢癌需要超越这种不适和临床背景。 执行 Ladyballs 推出了电视电影、数字预播和社交视频。接下来，“向我们展示你的瓢虫” 用户生成的内容激活被部署在社交媒体上，以及数字和搜索广告中。社区拓展和数字公关工作在奥斯卡这样的高调活动中引入了在线对话。在全国各地的城市，与当地幸存者和加拿大名人一起发起了地区 Ladyballs 活动来推动筹款。“我有瓢虫的文件 -- 对幸存者的采访被作为一个正在进行的社会内容系列，并与医学界分享。瓢虫贸易材料是为医学界创建的。 结果 + 22/周 = 每个 OCC 办公室的捐助者电话平均增加; 一个人看到竞选活动后立即承诺创纪录的 100,000 美元。 + 118% = 活动启动后妇女的医疗询问增加 (OCC 由你的附带指南)+ 20-35% = 将 “瓢虫” 作为理由的人对地区办事处的呼叫量增加。 + 900万美元 = 广播和数字媒体合作伙伴为宣传活动捐赠的媒体增加，98% 的加拿大人达到 3 倍。 + 220% = 自发布以来，社交媒体参与度增加，特别是: 12月至 1月，推特印象增加了 90%(第一个月) Facebook 的影响力从 12月到 1月增加了 39% (第一个月) 推特参与率从 12月到 1月增加了 26% (第一个月) facebook 参与率从 12月到 1月 (第一个月) 增加了 23% 简要介绍预计结果 迄今为止，当讨论或展示女性的 “亲密身体部分” 时，几乎总是在客观化的背景下。我们需要改变围绕卵巢的对话，使其更加舒适、有意义，并与女性互动。从自我意识的角度来看，卵巢很难谈论，对女性来说也不是最重要的，因为与男性不同，女性看不到、触摸或感觉不到自己的性腺。女人需要提醒: 她们也有球。Ladyballs。拥有 Ladyballs 是对沉默杀手的呼吁，也是对与女性最致命疾病作斗争的勇气、勇气和力量的证明。 概要 当卵巢癌被发现时，挽救一个女人的生命往往为时已晚。由于没有筛查测试，症状模糊，意识和理解程度低，它通常被称为 “无声杀手”。如此致命，没有足够大的幸存者来吸取教训; 70% 被诊断患有卵巢癌的人在 5 年内死亡。这也是一个不舒服的、经常被其他癌症掩盖的临床话题。目的是让更多的观众参与进来，而不仅仅是被诊断出患有这种疾病的女性;让人们关心一种他们一无所知的疾病，每天默默地杀死 5 名加拿大妇女。将卵巢从临床和医学主题转移到女性乐于公开谈论的话题上。创造一些 “粘性” 的东西来渗透文化并被重复。
Ladyballs
案例简介：Strategy We conducted both qualitative and quantitative research to understand what women thought about ovaries. Findings were clear: They weren’t top of mind, beyond their location on a woman’s body. We identified there was a lack of directness in communication around “intimate” female topics. Ovarian cancer needed to surpass this uncomfortableness and clinical context in order to be talked about. Execution Ladyballs launched with film in TV, digital pre-roll and social video. Print and radio executions featuring survivors and their ‘ladyballs’ stories of courage soon followed.Next, ‘Show us your Ladyballs’ User-generated content activation was deployed in social media, as well as digital and search advertising. Community outreach and Digital PR efforts brought ‘Ladyballs’ into online conversation during high profile events like the Oscars. Regional Ladyballs events to drive fundraising were launched in cities across the country with local survivors and Canadian celebrities. ‘I have Ladyballs’ docu-interviews with survivors were featured as an ongoing social content series and shared with the medical community.Ladyballs trade materials were created for the medical community. Outcome •+22/week = avg increase of donors calls per OCC office; one individual immediately pledged a record $100,000 upon seeing the campaign.•+118% = increase in medical inquiries from women after the campaign launch (OCC By Your Side guide) •+20-35% = increase in call volume to regional offices from people who cite ‘Ladyballs’ as reason.•+$9 Million = increase in donated media for campaign from broadcast and digital media partners, 98% reach of all Canadians 3X times.•+220% = increase in social media engagement since launch, specifically:•Twitter impressions increased by 90% from Dec to January (first month)•Facebook reach increased by 39% from Dec to Jan (first month)•Twitter engagement rate increased by 26% from Dec to Jan (first month)•Facebook engagement rate increased by 23% from Dec to Jan (first month) Brief With Projected Outcomes To date, when women’s ‘intimate body parts’ are discussed or displayed, it is almost always in the context of objectification. We needed to shift the conversation surrounding ovaries to be more comfortable, meaningful and engaging with women.Ovaries were hard to talk about and weren’t top of mind for women from a self-awareness standpoint because, unlike men, women can’t see, touch or feel their gonads. Women needed a reminder: they had balls too. Ladyballs. Having Ladyballs was a call to attention against the silent killer as well a testament to the grit, courage and strength it took to battle women’s most fatal disease. Synopsis By the time ovarian cancer is detected, it’s often too late to save a woman’s life. With no screening test, vague symptoms and low awareness and understanding, it’s often called ‘the silent killer’. So fatal, there isn’t a large enough survivor pool to draw learnings from; 70% of those diagnosed with ovarian cancer die within 5 years. It’s also an uncomfortable & often clinical topic that’s overshadowed by other cancers.The objective was to engage a wider audience beyond just women diagnosed with the disease; get people to care about a disease they know nothing about and is silently killing 5 Canadian women every day.Shift ovaries away from a clinical and medical subject matter to something women feel comfortable talking about openly. Create something “sticky” to permeate culture and get repeated.
Ladyballs
案例简介：战略 我们进行了定性和定量研究，以了解女性对卵巢的看法。调查结果很清楚: 它们不是最重要的，超出了它们在女人身体上的位置。我们发现围绕 “亲密” 女性话题的交流缺乏直接性。为了被谈论，卵巢癌需要超越这种不适和临床背景。 执行 Ladyballs 推出了电视电影、数字预播和社交视频。接下来，“向我们展示你的瓢虫” 用户生成的内容激活被部署在社交媒体上，以及数字和搜索广告中。社区拓展和数字公关工作在奥斯卡这样的高调活动中引入了在线对话。在全国各地的城市，与当地幸存者和加拿大名人一起发起了地区 Ladyballs 活动来推动筹款。“我有瓢虫的文件 -- 对幸存者的采访被作为一个正在进行的社会内容系列，并与医学界分享。瓢虫贸易材料是为医学界创建的。 结果 + 22/周 = 每个 OCC 办公室的捐助者电话平均增加; 一个人看到竞选活动后立即承诺创纪录的 100,000 美元。 + 118% = 活动启动后妇女的医疗询问增加 (OCC 由你的附带指南)+ 20-35% = 将 “瓢虫” 作为理由的人对地区办事处的呼叫量增加。 + 900万美元 = 广播和数字媒体合作伙伴为宣传活动捐赠的媒体增加，98% 的加拿大人达到 3 倍。 + 220% = 自发布以来，社交媒体参与度增加，特别是: 12月至 1月，推特印象增加了 90%(第一个月) Facebook 的影响力从 12月到 1月增加了 39% (第一个月) 推特参与率从 12月到 1月增加了 26% (第一个月) facebook 参与率从 12月到 1月 (第一个月) 增加了 23% 简要介绍预计结果 迄今为止，当讨论或展示女性的 “亲密身体部分” 时，几乎总是在客观化的背景下。我们需要改变围绕卵巢的对话，使其更加舒适、有意义，并与女性互动。从自我意识的角度来看，卵巢很难谈论，对女性来说也不是最重要的，因为与男性不同，女性看不到、触摸或感觉不到自己的性腺。女人需要提醒: 她们也有球。Ladyballs。拥有 Ladyballs 是对沉默杀手的呼吁，也是对与女性最致命疾病作斗争的勇气、勇气和力量的证明。 概要 当卵巢癌被发现时，挽救一个女人的生命往往为时已晚。由于没有筛查测试，症状模糊，意识和理解程度低，它通常被称为 “无声杀手”。如此致命，没有足够大的幸存者来吸取教训; 70% 被诊断患有卵巢癌的人在 5 年内死亡。这也是一个不舒服的、经常被其他癌症掩盖的临床话题。目的是让更多的观众参与进来，而不仅仅是被诊断出患有这种疾病的女性;让人们关心一种他们一无所知的疾病，每天默默地杀死 5 名加拿大妇女。将卵巢从临床和医学主题转移到女性乐于公开谈论的话题上。创造一些 “粘性” 的东西来渗透文化并被重复。
Ladyballs
案例简介：Strategy We conducted both qualitative and quantitative research to understand what women thought about ovaries. Findings were clear: They weren’t top of mind, beyond their location on a woman’s body. We identified there was a lack of directness in communication around “intimate” female topics. Ovarian cancer needed to surpass this uncomfortableness and clinical context in order to be talked about. Execution Ladyballs launched with film in TV, digital pre-roll and social video. Print and radio executions featuring survivors and their ‘ladyballs’ stories of courage soon followed.Next, ‘Show us your Ladyballs’ User-generated content activation was deployed in social media, as well as digital and search advertising. Community outreach and Digital PR efforts brought ‘Ladyballs’ into online conversation during high profile events like the Oscars. Regional Ladyballs events to drive fundraising were launched in cities across the country with local survivors and Canadian celebrities. ‘I have Ladyballs’ docu-interviews with survivors were featured as an ongoing social content series and shared with the medical community.Ladyballs trade materials were created for the medical community. Outcome •+22/week = avg increase of donors calls per OCC office; one individual immediately pledged a record $100,000 upon seeing the campaign.•+118% = increase in medical inquiries from women after the campaign launch (OCC By Your Side guide) •+20-35% = increase in call volume to regional offices from people who cite ‘Ladyballs’ as reason.•+$9 Million = increase in donated media for campaign from broadcast and digital media partners, 98% reach of all Canadians 3X times.•+220% = increase in social media engagement since launch, specifically:•Twitter impressions increased by 90% from Dec to January (first month)•Facebook reach increased by 39% from Dec to Jan (first month)•Twitter engagement rate increased by 26% from Dec to Jan (first month)•Facebook engagement rate increased by 23% from Dec to Jan (first month) Brief With Projected Outcomes To date, when women’s ‘intimate body parts’ are discussed or displayed, it is almost always in the context of objectification. We needed to shift the conversation surrounding ovaries to be more comfortable, meaningful and engaging with women.Ovaries were hard to talk about and weren’t top of mind for women from a self-awareness standpoint because, unlike men, women can’t see, touch or feel their gonads. Women needed a reminder: they had balls too. Ladyballs. Having Ladyballs was a call to attention against the silent killer as well a testament to the grit, courage and strength it took to battle women’s most fatal disease. Synopsis By the time ovarian cancer is detected, it’s often too late to save a woman’s life. With no screening test, vague symptoms and low awareness and understanding, it’s often called ‘the silent killer’. So fatal, there isn’t a large enough survivor pool to draw learnings from; 70% of those diagnosed with ovarian cancer die within 5 years. It’s also an uncomfortable & often clinical topic that’s overshadowed by other cancers.The objective was to engage a wider audience beyond just women diagnosed with the disease; get people to care about a disease they know nothing about and is silently killing 5 Canadian women every day.Shift ovaries away from a clinical and medical subject matter to something women feel comfortable talking about openly. Create something “sticky” to permeate culture and get repeated.
Ladyballs
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Ladyballs
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