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性简介
案例简介：问题与简介: 尽管年轻的瑞典人知道避孕套通常是个好主意，但他们不太擅长使用。我们的目标受众 (Stockholmers，20-30 岁) 变得更加粗心，因此艾滋病毒和其他疾病正在大量传播。研究表明，问题在于态度。避孕套通常被视为一个尴尬的突破，一个不便。我们来自拉法 (斯德哥尔摩县艾滋病预防方案) 的简报是将目标受众转向安全性行为，使避孕套成为乐趣的一部分。 解决方案: 我们创建了 “性简介” -- 一个智能手机应用程序，在做爱时提供基于节奏、声级和持续时间的个人性图。与应用程序集成后，性别图表直接上传到活动网站。带着 “今年夏天你怎么样？” 的问题，我们邀请目标群体参与这项活动。通过分发 50.000 多个免费避孕套，我们让观众更容易谈论安全性行为并练习安全性行为。每个避孕套都标有二维码，这使得直接下载和使用该应用程序成为可能。根据最新性图的统计数据，我们制作了许多带有热门新闻的横幅和户外海报，开始了目标受众的讨论。 结果: 在夏季结束时，超过 5.900 份性档案被登记 -- 这比我们的目标 590%。多达 39% 的年轻 Stockholmers 表示，他们对使用避孕套的态度比以前更加积极。这超过了我们 98% 的竞选目标。
性简介
案例简介：PROBLEM & BRIEF: Even though young Swedes know that condoms generally are a good idea, they aren't very good at using them. Our target audience (Stockholmers, aged 20-30) has become more careless, and consequently HIV and other diseases are spreading in numbers. The problem, studies suggest, lies in attitude. Condoms are often seen as an embarrassing break, an inconvenience. Our brief from LAFA (Stockholm County Aids Prevention Programme) was to turn the target audience on to safe sex, making the condom part of the fun. SOLUTION: We created "The Sex Profile" – a smartphone app that provided a personal sex graph based on rhythm, sound level and duration while having sex. Integrated with the app, the sex graphs were directly uploaded to the campaign site. With the question "How are you getting laid this summer?", we invited the target group to get involved in the campaign. By handing out more than 50.000 free condoms we made it easier for the audience to talk about safe sex as well as practicing it. Every condom was marked with a QR code that made it possible to download and use the app directly. Based on statistics from the latest sex graphs we made numerous banners and outdoor posters with topical news, starting discussions in the target audience. RESULTS: At the end of summer over 5.900 sex profiles were registered – which beat our goal with 590%. As many as 39% of young Stockholmers said they had become more positive to condom use than before. This exceeded our goal for the campaign with 98%.
The Sex Profile
案例简介：问题与简介: 尽管年轻的瑞典人知道避孕套通常是个好主意，但他们不太擅长使用。我们的目标受众 (Stockholmers，20-30 岁) 变得更加粗心，因此艾滋病毒和其他疾病正在大量传播。研究表明，问题在于态度。避孕套通常被视为一个尴尬的突破，一个不便。我们来自拉法 (斯德哥尔摩县艾滋病预防方案) 的简报是将目标受众转向安全性行为，使避孕套成为乐趣的一部分。 解决方案: 我们创建了 “性简介” -- 一个智能手机应用程序，在做爱时提供基于节奏、声级和持续时间的个人性图。与应用程序集成后，性别图表直接上传到活动网站。带着 “今年夏天你怎么样？” 的问题，我们邀请目标群体参与这项活动。通过分发 50.000 多个免费避孕套，我们让观众更容易谈论安全性行为并练习安全性行为。每个避孕套都标有二维码，这使得直接下载和使用该应用程序成为可能。根据最新性图的统计数据，我们制作了许多带有热门新闻的横幅和户外海报，开始了目标受众的讨论。 结果: 在夏季结束时，超过 5.900 份性档案被登记 -- 这比我们的目标 590%。多达 39% 的年轻 Stockholmers 表示，他们对使用避孕套的态度比以前更加积极。这超过了我们 98% 的竞选目标。
The Sex Profile
案例简介：PROBLEM & BRIEF: Even though young Swedes know that condoms generally are a good idea, they aren't very good at using them. Our target audience (Stockholmers, aged 20-30) has become more careless, and consequently HIV and other diseases are spreading in numbers. The problem, studies suggest, lies in attitude. Condoms are often seen as an embarrassing break, an inconvenience. Our brief from LAFA (Stockholm County Aids Prevention Programme) was to turn the target audience on to safe sex, making the condom part of the fun. SOLUTION: We created "The Sex Profile" – a smartphone app that provided a personal sex graph based on rhythm, sound level and duration while having sex. Integrated with the app, the sex graphs were directly uploaded to the campaign site. With the question "How are you getting laid this summer?", we invited the target group to get involved in the campaign. By handing out more than 50.000 free condoms we made it easier for the audience to talk about safe sex as well as practicing it. Every condom was marked with a QR code that made it possible to download and use the app directly. Based on statistics from the latest sex graphs we made numerous banners and outdoor posters with topical news, starting discussions in the target audience. RESULTS: At the end of summer over 5.900 sex profiles were registered – which beat our goal with 590%. As many as 39% of young Stockholmers said they had become more positive to condom use than before. This exceeded our goal for the campaign with 98%.
性简介
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The Sex Profile
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基本信息
- 广告品牌： Stockholm County Aids Prevention Programme
- 发布日期： 2000
- 行业领域： 公益慈善 , 公共事业
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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