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# 工作论坛
案例简介：为什么这项工作与媒体相关？ ALS工作运动是对变革的要求，我们以比利时的劳动人民和首席执行官为目标。为此，我们使用了多种媒体，以使ALS患者作为求职者在世界ALS日的一周内无处不在。为了广播我们的信息，我们甚至必须接管国家彩票和天气预报一晚。 背景 肌萎缩性侧索硬化症 (ALS) 是一种无法治愈的神经肌肉疾病，使一只肌肉瘫痪，使患者无法移动。在不可避免的尽头，只有思想和眼睛保持完整。ALS患者逐渐不得不放弃一切，工作，爱好以及最终的生活。临终病人和他们的家人永远不会放弃的一件事是希望有一天他们的疾病能够治愈。 为了找到治疗方法，我们首先需要钱。不幸的是，罕见的疾病得不到很多钱。制药行业对此毫无兴趣，人们倾向于不捐赠不会影响自己生活的事业。 这项运动的目的是提高对ALS的认识 (使公众了解这种疾病，以便对ALS患者感到同情)，并收集捐款以资助ALS治疗的研究。 描述创意/见解 (投票30%) 如果您无法获得任何资金或捐款，如何获得金钱？你为它工作。如果您体内剩下的所有功能都是您的眼睛，那就不容易了。 ALS患者正在寻找工作以资助治愈，这是其他人所没有的。搬家不能成为工作描述的一部分的工作。ALS患者直接与首席执行官联系，要求工作，并捐赠薪水。人们被鼓励在电视和广播上为ALS工作一天，直到每个人都开始谈论它。 我们一起为ALS工作，所以有一天会有治愈的方法。 描述策略 (投票20%) 世界ALS日是照亮患者面临的许多问题的好时机。但是为了找到治疗方法，我们需要采取行动。首先，我们必须提高对ALS患者仍然无法治愈这一事实的认识。然后，我们需要人们感觉到他们可以很容易地做些帮助。 我们需要完美的组合来显示问题的破坏性影响，但仍然可以激活人们对此做些事情。 目标是比利时的首席执行官和劳动人民。我们呼吁比利时首席执行官为他们仍然可以做的少数工作聘请ALS患者。 在第二阶段，患者要求比利时民众也为ALS工作。 描述执行 (投票20%) ALS工作活动的目标是比利时的首席执行官和员工。首先，直接与首席执行官联系，从6月21日开始，通过直接邮寄，twitter提及，LinkedIn帖子甚至是全国电视广告，以我们的ALS患者寻找工作为特色。 在第二阶段，从6月25日开始，一段视频以为ALS工作的患者为特色，呼吁比利时人加入他们的行列，并每天努力寻找ALS的治疗方法。患者要求通过国家电视台，广播，Facebook和Twitter上的在线视频为ALS工作。 在7月的3d上，我们通过在社交上使用有影响力的人来促进竞选活动，他们提醒人们捐出一天的薪水。更多的提醒来自为国家彩票和天气预报工作的患者，他们在电视上直播，要求人们也为ALS工作一天。 列出结果 (投票30%) 提高了对资金问题的认识，罕见的疾病，如ALS的脸，成千上万的工作日，并帮助资金的研究找到了治疗。每个工作日使我们更接近ALS可以治愈的 “一天”。 通过社交媒体与120公司联系。 我们在电视新闻和新闻文章中看到，并在广播电台Stubru和RTBF上看到。 超过6位主要首席执行官雇用了ALS患者，而可口可乐BeLux在现实生活中并未雇用患者，但实际上: 他们为这项研究提供了一周的薪水。 ALS患者曾担任博物馆gard，监控代理，考试主管，绘图模型，彩票演示者和天气预报演示者。 254% 捐赠: ALS患者无法移动，但他们能够移动整个国家。
# 工作论坛
案例简介：Why is this work relevant for Media? The work for ALS campaign was a demand for change in which we targeted the working people and CEOs of Belgium. For that we used a great mixture of media in order for ALS patients as job applicants to be everywhere during the week of World ALS day. We've even got to take over the national lottery and the weather forecast for one night in order to broadcast our message. Background ALS, Amyotrophic Lateral Sclerosis, is an incurable neuromuscular disease that paralyses one muscle after the other, leaving patients unable to move. Near the inevitable end, only the mind and eyes remain intact. ALS sufferers gradually have to give up on everything, their jobs, their hobbies, and in the end, their lives. One thing terminal ill patients and their families never give up on is the hope that one day their disease will be curable. To find a cure we need money first. Unfortunately, rare diseases don't get a lot of money. It's of no interest to the pharmaceutical industry and people tend to not donate to causes that don't affect their own lives. The objectives of this campaign are to create awareness around ALS (make the public understand the disease, in order to feel empathy for ALS patients) and to gather donations to finance research for ALS treatment. Describe the creative idea/insights (30% of vote) How do you get money if you can't get any fundings or donations? You work for it. Not easy if all that remains to function in your body are your eyes. ALS patients were looking for a job in order to fund a cure, as no one else will. A job where moving can't be part of the job description. CEOs were directly contacted by ALS patients asking for a job, and the salary to be donated. People were encouraged to also work a day for ALS on television and radio until everyone started talking about it. Together we worked for ALS so one day there will be a cure. Describe the strategy (20% of vote) World ALS day is a good moment to shine a light on the many problems patients are faced with. But in order to find a cure, we need action. First we had to raise awareness of the fact that for ALS patients there still is no cure in sight. Then we needed people to feel that there is something they can quite easily do to help. We needed perfect mix of showing devastating effects of a problem, yet still activating people to do something about it. The targets were the CEOs and working people of Belgium. We called upon Belgian CEOs to hire an ALS patient for the few jobs they still can do. In a second phase the patients asked the Belgian population also to work for ALS. Describe the execution (20% of vote) The work for ALS campaign targeted both Belgian CEOs and employees. First, CEOs were directly contacted, starting 21st of June via direct mailings, twitter mentions, LinkedIn posts and even national TV commercials featuring our ALS patients looking for a job. In the second phase, starting from 25th of June, a video featuring patients working for ALS calling on Belgians to join them and also work a day to find a cure for ALS. Patients were asking to work for ALS via national TV, radio, online video on Facebook and Twitter. On 3d of July we boosted the campaign by using influencers on social who reminded people to donate a day of their salary. More reminders came from our patients who were working for the national lottery and the weather forecast, live on television, asking people to also work a day for ALS. List the results (30% of vote) Awareness was raised for the funding problem rare diseases like ALS face, thousands of work days were generated and helped to fund the research to find a cure. Every workday bringing us closer to that 'one day' where ALS will be curable. 120 companies were reached out via social media. We were seen in the news on TV and in news articles and present on radio stations Stubru and RTBF. More than 6 major CEOs hired ALS patients and Coca-Cola BeLux hasn’t hired a patient in real life, but virtually: they’ve given the salary of one week to the research. ALS patients worked as a museum gard, a monitoring agent, exam supervisor, a drawing model, a lottery presenter and a presenter of the weather forecast. +254% donations : ALS patients can’t move, but they were able to move a whole country.
#WorkForALS
案例简介：为什么这项工作与媒体相关？ ALS工作运动是对变革的要求，我们以比利时的劳动人民和首席执行官为目标。为此，我们使用了多种媒体，以使ALS患者作为求职者在世界ALS日的一周内无处不在。为了广播我们的信息，我们甚至必须接管国家彩票和天气预报一晚。 背景 肌萎缩性侧索硬化症 (ALS) 是一种无法治愈的神经肌肉疾病，使一只肌肉瘫痪，使患者无法移动。在不可避免的尽头，只有思想和眼睛保持完整。ALS患者逐渐不得不放弃一切，工作，爱好以及最终的生活。临终病人和他们的家人永远不会放弃的一件事是希望有一天他们的疾病能够治愈。 为了找到治疗方法，我们首先需要钱。不幸的是，罕见的疾病得不到很多钱。制药行业对此毫无兴趣，人们倾向于不捐赠不会影响自己生活的事业。 这项运动的目的是提高对ALS的认识 (使公众了解这种疾病，以便对ALS患者感到同情)，并收集捐款以资助ALS治疗的研究。 描述创意/见解 (投票30%) 如果您无法获得任何资金或捐款，如何获得金钱？你为它工作。如果您体内剩下的所有功能都是您的眼睛，那就不容易了。 ALS患者正在寻找工作以资助治愈，这是其他人所没有的。搬家不能成为工作描述的一部分的工作。ALS患者直接与首席执行官联系，要求工作，并捐赠薪水。人们被鼓励在电视和广播上为ALS工作一天，直到每个人都开始谈论它。 我们一起为ALS工作，所以有一天会有治愈的方法。 描述策略 (投票20%) 世界ALS日是照亮患者面临的许多问题的好时机。但是为了找到治疗方法，我们需要采取行动。首先，我们必须提高对ALS患者仍然无法治愈这一事实的认识。然后，我们需要人们感觉到他们可以很容易地做些帮助。 我们需要完美的组合来显示问题的破坏性影响，但仍然可以激活人们对此做些事情。 目标是比利时的首席执行官和劳动人民。我们呼吁比利时首席执行官为他们仍然可以做的少数工作聘请ALS患者。 在第二阶段，患者要求比利时民众也为ALS工作。 描述执行 (投票20%) ALS工作活动的目标是比利时的首席执行官和员工。首先，直接与首席执行官联系，从6月21日开始，通过直接邮寄，twitter提及，LinkedIn帖子甚至是全国电视广告，以我们的ALS患者寻找工作为特色。 在第二阶段，从6月25日开始，一段视频以为ALS工作的患者为特色，呼吁比利时人加入他们的行列，并每天努力寻找ALS的治疗方法。患者要求通过国家电视台，广播，Facebook和Twitter上的在线视频为ALS工作。 在7月的3d上，我们通过在社交上使用有影响力的人来促进竞选活动，他们提醒人们捐出一天的薪水。更多的提醒来自为国家彩票和天气预报工作的患者，他们在电视上直播，要求人们也为ALS工作一天。 列出结果 (投票30%) 提高了对资金问题的认识，罕见的疾病，如ALS的脸，成千上万的工作日，并帮助资金的研究找到了治疗。每个工作日使我们更接近ALS可以治愈的 “一天”。 通过社交媒体与120公司联系。 我们在电视新闻和新闻文章中看到，并在广播电台Stubru和RTBF上看到。 超过6位主要首席执行官雇用了ALS患者，而可口可乐BeLux在现实生活中并未雇用患者，但实际上: 他们为这项研究提供了一周的薪水。 ALS患者曾担任博物馆gard，监控代理，考试主管，绘图模型，彩票演示者和天气预报演示者。 254% 捐赠: ALS患者无法移动，但他们能够移动整个国家。
#WorkForALS
案例简介：Why is this work relevant for Media? The work for ALS campaign was a demand for change in which we targeted the working people and CEOs of Belgium. For that we used a great mixture of media in order for ALS patients as job applicants to be everywhere during the week of World ALS day. We've even got to take over the national lottery and the weather forecast for one night in order to broadcast our message. Background ALS, Amyotrophic Lateral Sclerosis, is an incurable neuromuscular disease that paralyses one muscle after the other, leaving patients unable to move. Near the inevitable end, only the mind and eyes remain intact. ALS sufferers gradually have to give up on everything, their jobs, their hobbies, and in the end, their lives. One thing terminal ill patients and their families never give up on is the hope that one day their disease will be curable. To find a cure we need money first. Unfortunately, rare diseases don't get a lot of money. It's of no interest to the pharmaceutical industry and people tend to not donate to causes that don't affect their own lives. The objectives of this campaign are to create awareness around ALS (make the public understand the disease, in order to feel empathy for ALS patients) and to gather donations to finance research for ALS treatment. Describe the creative idea/insights (30% of vote) How do you get money if you can't get any fundings or donations? You work for it. Not easy if all that remains to function in your body are your eyes. ALS patients were looking for a job in order to fund a cure, as no one else will. A job where moving can't be part of the job description. CEOs were directly contacted by ALS patients asking for a job, and the salary to be donated. People were encouraged to also work a day for ALS on television and radio until everyone started talking about it. Together we worked for ALS so one day there will be a cure. Describe the strategy (20% of vote) World ALS day is a good moment to shine a light on the many problems patients are faced with. But in order to find a cure, we need action. First we had to raise awareness of the fact that for ALS patients there still is no cure in sight. Then we needed people to feel that there is something they can quite easily do to help. We needed perfect mix of showing devastating effects of a problem, yet still activating people to do something about it. The targets were the CEOs and working people of Belgium. We called upon Belgian CEOs to hire an ALS patient for the few jobs they still can do. In a second phase the patients asked the Belgian population also to work for ALS. Describe the execution (20% of vote) The work for ALS campaign targeted both Belgian CEOs and employees. First, CEOs were directly contacted, starting 21st of June via direct mailings, twitter mentions, LinkedIn posts and even national TV commercials featuring our ALS patients looking for a job. In the second phase, starting from 25th of June, a video featuring patients working for ALS calling on Belgians to join them and also work a day to find a cure for ALS. Patients were asking to work for ALS via national TV, radio, online video on Facebook and Twitter. On 3d of July we boosted the campaign by using influencers on social who reminded people to donate a day of their salary. More reminders came from our patients who were working for the national lottery and the weather forecast, live on television, asking people to also work a day for ALS. List the results (30% of vote) Awareness was raised for the funding problem rare diseases like ALS face, thousands of work days were generated and helped to fund the research to find a cure. Every workday bringing us closer to that 'one day' where ALS will be curable. 120 companies were reached out via social media. We were seen in the news on TV and in news articles and present on radio stations Stubru and RTBF. More than 6 major CEOs hired ALS patients and Coca-Cola BeLux hasn’t hired a patient in real life, but virtually: they’ve given the salary of one week to the research. ALS patients worked as a museum gard, a monitoring agent, exam supervisor, a drawing model, a lottery presenter and a presenter of the weather forecast. +254% donations : ALS patients can’t move, but they were able to move a whole country.
# 工作论坛
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#WorkForALS
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基本信息
- 广告战役： #ALS League-网络-0d53#
- 广告品牌： ALS League
- 发布日期： 2020
- 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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