Take a Seat|海报/平面|广告营销案例【ADGuider广告指南】

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案例简介：概要在罗马尼亚，超过 70% 的被诊断患有癌症的儿童来自经济资源有限的家庭，他们负担不起交通和住宿费用。这是儿童诊断晚、治疗推迟或中断的主要原因。因此，在罗马尼亚，只有 30% 到 60% 的儿童存活，而在西欧只有 75%。MagiCamp 是一个非政府组织，其任务是在罗马尼亚肿瘤中心附近建造房屋，这样患有癌症的儿童的父母就不必住在医院的椅子上，这是他们唯一的住处。MagiCamp 要求我们创建一个短信捐赠活动，为最大的肿瘤医院附近的一所房子筹集 200.000 欧元，以方便贫困家庭获得治疗。活动预算: 0。挑战: 短信捐赠的比率非常低 (罗马尼亚每 10.000 条短信中有 1 条是捐赠)。战略为了筹集所需的 200.000 欧元，该运动的主要筹款工具是短信捐赠。考虑到在罗马尼亚，10.000 条短信中只有 1 条代表捐赠，这是一次高风险的尝试。考虑到雄心勃勃的目标和人们对捐赠的低参与度，我们不得不采取完全不同的方法: 让他们觉得自己是更大的一部分。大多数时候，捐赠运动的目的是为了人们的同情。但是我们想让人们感到有力量，把短信变成他们可以用来建立罗马尼亚需要的替代系统的工具。我们还让人们进入竞选本身，让他们参与进来。除了捐赠，坐在椅子上公开展示意味着一个强有力的个人声明。核心目标: 被动的民间社会，那些为他们所信仰的人，25-45 岁，城市。相关性坐下来是一场筹款活动，为观众提供身临其境的深刻体验。虽然这是一次真实的经历，但人们被运送到一个孩子患有癌症的父母的宇宙中。通过在面对拥挤的布加勒斯特大道的艺术画廊重建肿瘤医院的房间，我们叫人坐在医院的椅子上。因为椅子是医院能为父母提供的唯一住宿，父母可以为他们的孩子在肿瘤中心接受治疗。结果影响: 该活动改变了罗马尼亚短信捐赠活动的基准，在创纪录的时间内筹集了最多的资金。一个每年能容纳 30.000 人的避难所将很快开放，其他的将被建造。目标: 筹集 200.000 欧元: 3 周内筹集 500.000 欧元，到目前为止筹集 2.000 欧元 & 计算回应: 240.000 注册入座的人社交媒体印象中的反应: 3500万电视、网络和广播上 200 种不同的新闻,10% 电视黄金时段新闻，最少 3 分钟，15 分钟电视故事，在罗马尼亚观众最多的社交节目中。行为改变: 吸引人们不仅捐款 (罗马尼亚每 10.000 条短信中有 1 条是捐款)，还提供自己的时间和活动。意识: 在线视频浏览量占罗马尼亚 Facebook 总人口的 66% 执行在布加勒斯特一家著名的画廊里，我们将一张空椅子放在床边，重现了医院房间的气氛。从街上可以看到这个合奏，为了让它更加突出，我们在外面放了一个显示器，可以实时更新捐赠的金额。画廊内部发生的事情在 Youtube 上 24/7 直播，让每个人都承认。2017年11月26日之间，人们无情地改变了转变，鼓励越来越多的人参与进来。在 636 人的帮助下，椅子日夜无人问津，成为罗马尼亚有史以来最大的团结姿态。画廊变成了一个活生生的户外，通过窗户展示了一个有害的现实。来自不同地区的 60 位名人和影响者加入了这场运动，坐在普通人旁边的椅子上，重新定义了超越年龄、地位或宗教的团结的意义。活动描述这个想法是: 一个 24/7 的团结示威，以提高人们的认识，我们想把医院的现实带到一个不能忽视的地方。因此，我们在市中心画廊的窗户后面放了一把空的医院椅子，并邀请罗马尼亚做一个团结的姿态，同时直播一切: 24/7 占据椅子，直到筹集资金。这是一场与人们一起发起的运动，通过捐赠和订阅坐在椅子上，鼓励人们成为这场运动的一部分，我们邀请有影响力的人捐赠他们的时间，并帮助传播信息。我们和罗马尼亚的演员、歌手、博客作者和其他公众人物一起，制作了一个关于这些父母的斗争以及他们是如何被焊接到没人想坐的椅子上的在线视频。 BriefWithProjectedOutcomes 不适用简要解释观众筹集的钱将被用来开一家公司在罗马尼亚最大的肿瘤医院附近，每年有 10.000 个床位，其他的也将随之而来。这意味着儿童有更多的机会获得治疗和治愈，因为 70% 的癌症病例来自贫困家庭。

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案例简介：Synopsis In Romania, over 70% of children diagnosed with cancer come from families with limited financial resources who cannot afford the costs of transportation and accommodation. This is the main cause for children being diagnosed late, treatments being postponed or interrupted. Therefore, in Romania, only 30% to 60% of those children survive, compared to 75% in Western Europe. MagiCamp is an NGO whose mission is to build houses near oncology centres in Romania so that parents of children suffering from cancer wouldn't have to live on hospital chairs, the only accommodation available for them. MagiCamp asked us to create a SMS donation campaign that would raise 200.000 Euros for a house near the biggest oncology hospital in order to ease access to treatment for poor families. The campaign budget: 0. Challenge: A very low rate in SMS donations (1 in 10.000 SMS is a donation in Romania). Strategy To raise the 200.000 Euros needed, the campaign's main fundraising tool was the SMS donation. It was a high-stakes attempt considering that only 1 in 10.000 SMS represents a donation in Romania. Given the ambitious target and people's low engagement towards donations, we had to go for a totally different approach: MAKING THEM FEEL THEY ARE A PART OF SOMETHING BIGGER. Most of the times, donation campaigns aim for people's compassion. But we wanted to make people feel empowered, turning the SMS into a tool they could use to build the alternative system that Romania needed. We also gave people access to the campaign itself, engaging them in the making. Aside from donating, sitting on that chair in public display meant a powerful personal statement. Core target: reactive civil society, people who militate for what they believe in, 25-45 y.o, urban. Relevancy Take a Seat was a fundraising campaign offering the audience an immersive and profound experience. Though a live experience, people were transported in the universe of a parent whose child is suffering from cancer. By recreating an oncology hospital room in an art gallery facing a crowded Bucharest boulevard, we called people to take a seat on a hospital chair. Because a chair is the only accommodation that hospitals can provide for parents who travel for their children to receive treatment in oncology centres. Outcome IMPACT: The campaign changed the SMS donation campaigns benchmark in Romania by raising the biggest amount of money in a record period of time. A shelter able to accommodate 30.000 people a year will soon open and others are to be built. Target: 200.000 euros Raised: 500.000 euros in 3 weeks and 1.000.000 euros by now & counting RESPONSE: 2.000 people registered to take a seat 240.000 reactions in social media IMPRESSIONS: 35 million 200 different news on TV, online and radio, 10% TV prime time news with a minimum length of 3 minutes and a 15 minutes TV story, within the social show with the highest audience in Romania. BEHAVIOUR CHANGE: Engaging people not only to donate (1 in 10.000 SMS is a donation in Romania) but to give their own time and be the campaign. AWARENESS: 2.000.000 online video views 66% organic reach of total Romanian Facebook population Execution In a famous gallery in Bucharest we recreated the atmosphere of a hospital room, placing an empty chair next to a bed. The ensemble was visible from the street and to make it stand out even more, on the outside we placed a display that would update in real time the amount donated. What happened in the interior of the gallery, was live-streamed 24/7 on Youtube for everyone to acknowledge it. Between 3-26 November 2017, people changed shifts relentlessly, encouraging more and more to participate. With the help of 636 people, the chair remained occupied day and night, making it the biggest solidarity gesture ever seen in Romania. The gallery became a living outdoor showcasing a hurtful reality through its windows. 60 celebrities and influencers, from different areas joined the campaign and sat on the chair next to common people, redefining the meaning of togetherness beyond age, status or religion. CampaignDescription THE IDEA: A 24/7 SOLIDARITY DEMONSTRATION To raise awareness we wanted to transport the hospitals' reality to somewhere it can't be ignored. So we placed an empty hospital chair behind the window of an down-town gallery and invited Romania to a solidarity gesture, while live-streaming everything: occupy the chair 24/7 until the money is raised. A CAMPAIGN CREATED TOGETHER WITH PEOPLE To encourage people to become part of this campaign by donating and subscribing to sit on the chair, we invited influencers to donate their time and help spread the message. Together with actors, singers, bloggers and other public figures in Romania, we created an online video about these parents' struggle and how they became welded to the chair that nobody wants to sit on. BriefWithProjectedOutcomes Not applicable BriefExplanation Audience The money raised will be used to open a shelter near the biggest oncology hospital in Romania, with a capacity of 10.000 accommodations per year and others more will follow. This means more chances for children to access treatment and heal, as 70% of cancer cases come from poor families.