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迷失的孩子
案例简介：执行 分享被遗弃青少年的真实心路历程，我们精心挑选了几十个受欢迎的聚会场所，如购物中心、主题公园和超市，在那里听到失踪儿童的公告很常见。 “阿伦的父母，他在等你…… “只是这一次，消息发生了令人惊讶的转折。不要听基本宣告，我们使用的平台来描绘现实真正的 “无家可归者” 儿童。 “阿伦在过去的 6 个月里一直在等待，在耶路撒冷的街道上又饿又累。孤独是杀死他的 "。“阿迪的母亲，阿迪已经等你三年了，想回家。即使在即将到来的国际儿童节，她也不能再在街上度过一个晚上，“把国际儿童节和 Shanti 之家联系起来”, 成千上万的青少年在全州的街道上闲逛。我们为他们提供保护、教育和爱。我们给他们一所房子，Shanti 房子。" 战略 克服对这个问题的冷漠，我们想给公众，主要是有社会意识的父母，创造一种创造性的干扰。我们的目标是通过一个熟悉的媒体渠道联系他们，与关心、爱和家庭的内容互动。只有听到通常和预期的公告，他们才会听到我们的事业: 国际儿童节, 我们收集的真正的孩子香提的内部和表达他们的个人经历，在 PA 系统使其沉默的声音会最终大声。媒体策略: 当媒体没有现金时,只是想在 boxThe 基本想法是建立一个大胆的势头，通过使用知名媒体能够成功传递一个令人兴奋的和令人惊讶的消息。之后，我们都有一种夹感动顾客的反应中流行的互联网网站和社交媒体的自由。 概要 以色列 2016: 超过 14,000 名儿童生活在以色列的街道上，成千上万的儿童生活在街道上，从长椅到长椅四处游荡，躲在黑暗的小巷里，睡在街角。事实上，月月以色列的青少年可能面临人身暴力、性虐待、少年犯罪、卖淫或更糟。 shanti House: 以色列被遗弃青年的灯塔 Shanti House 是这些离家出走、无家可归的危险青年的避难所; 该基金会提供治疗，24 小时支持,教育和一个富有同情心的家庭气氛，以使以色列荒废的青年有机会在一个新的生命。这个问题: 公众对问题的弃儿主要是因为它不能与争取一个看起来如此明显的东西 -- 一个家的斗争联系在一起。挑战: 给以色列失踪的儿童一个声音，同时提高他们对日常存在的认识战斗。 结果 被遗弃的青年已经成为一个燃烧的话题。被遗弃的青年的故事在全国各地都被听到。领先的电视和广播节目极大地报道了我们的青年和购物者对公告的惊讶。在网上，这个案件在社交媒体上引发了激烈的对话。以色列各地的人们表达了他们的观点和情绪，引发了一场早就应该进行的辩论。每两个以色列人中就有一个听说我们以创新和相关的方式使用自由媒体使我们能够提高对 Shanti-House 及其重要事业的认识。超过 400万人，占以色列人口的 50%，接受了我们的信息。我们总共获得了 350万新谢克尔的免费媒体支出，最后，公众参与了 “迷失的孩子” 在以色列公众的中心找到了一个家。香提内部进行了史无前例的增长超过 32% 的捐款和志愿者! 活动描述 当去公共场所时，每个父母都害怕孩子迷路的可怕事件。前一分钟他们握着你的手，但在短暂的心跳中，他们可能会消失。这些紧张的时刻通常伴随着著名的 PA 系统公告，呼吁关心的父母与他们失去的孩子团聚。这个基本的平台，一方面承载着深深的恐慌和压力的情绪，另一方面承载着温暖舒适的拥抱,传播我们的信息是完美的 -- 一些孩子迷路了 (身体上或精神上)，根本没有照顾他们的养育家庭。我们决定把真实香提的青少年，并把它们作为一个走失的孩子宣布在扩声系统的流行视频群聊过以色列。 相关性 聪明和创新地使用非常规媒体，在以色列最繁忙的地方使用巴勒斯坦权力机构系统，将我们的事业放在了地图上。通过创造一个任何人都可以认同的破坏性局面，在公共场合失去你珍贵的孩子，我们能够在情感上将人们与抛弃青春的每一天所面临的困境联系起来: 一个人的世界，没有任何人来找他们，一旦真的迷路了。下一个 t没有预算，我们达到了 400万多名以色列人，这是第一次让公众参与进来。
迷失的孩子
案例简介：Execution Sharing the real heart ships of abandoned adolescents We handpicked dozens of popular gathering places like shopping malls, theme parks and supermarkets where hearing announcements of lost children is common."Alon's parents, he's waiting for you…."Only this time, the message took a surprising twist. Instead of hearing basic announcements, we used the platform to portray the reality of real "homeless" children."Alon's been waiting for the past 6 months, hungry and tired in the streets of Jerusalem. The loneliness is killing him". "Adi's mother, Adi has been waiting for you for the past 3 years, wanting to come home. She can't spend another night in the streets"Making the connection between the International Children's day and the Shanti-House"Even in this upcoming International Children's day, thousands of teenagers are wondering the streets across the state. We provide them protection, education and love. We give them a house, the Shanti-House." Strategy Overcoming the apathy to the issue with a disruption We wanted to create a creative disruption to the public, mainly parents with social awareness. Our goal was to reach them through a familiar media outlet that interacts with content of caring, love and family. Only instead of hearing the usual and expected announcements, they will hear about our cause:For the International Children's Day, we gathered cases of real children from The Shanti-House and voiced their personal stories in PA systems – So that their silent voices would finally be heard loudly.Media Strategy: When there's no cash for media, just think outside the boxThe basic idea was to create a bold momentum through a use of known media outlet that will succeed in passing on an exciting and surprising message.Afterwards, we shared a clip of the shoppers' moved reaction in popular internet websites and social media- for free. Synopsis Israel 2016: Over 14,000 children are living in the streetIn Israel, thousands of children are living in the streets, roaming around from bench to bench, hiding in dark alleys and sleeping in street corners. In fact, 1 in 25 Israeli teens is at risk of facing physical violence, sexual abuse, delinquency, prostitution or even worse.The Shanti House: A beacon of light for Israel's abandoned youth The Shanti House serves as a sanctuary for these runaway, homeless youth at risk; The foundation provides therapies, round-the-clock support, education and a compassionate family atmosphere in order to give Israel's abandoned youth a chance at a new life.The Problem: The public is indifferent to the issues of the abandoned children mainly because it cannot relate to the struggle for something that seems so obvious- a home.The Challenge:Granting a voice for the lost children in Israel while raising awareness to their everyday existential battle. Outcome Abandoned Youth had become a burning topicThe stories of abandoned youth were heard all over the country. Leading TV and radio programs vastly covered the story about our youth and the shoppers' astonishment to the announcements.Online, the case generated intense conversations on social media. People all over Israel expressed their views and emotions, stirring up an overdue debate. 1 in 2 Israelis have heard usThe use of free media in an innovative and relevant manner had enabled us to raise awareness to The Shanti-House and its important cause. Over 4 million people, 50% of the Israeli population, were exposed to our message. In total we reached free earned media spend of 3.5 million NIS Finally, the public gets involvedThe "lost kids" had found a home in the heart of the Israeli public. The Shanti-House saw an unprecedented growth of over 32% in donations and volunteers! Campaign Description While going out to a public place, every parent dreads that awful occurrence of their child getting lost. One minute their holding your hand but in a short heartbeat, they could be gone. These stressful moments are commonly followed by that famous PA system announcement, calling the concerned parents to reunite with their lost child.This basic platform, that carries within it such deep emotions of panic and stress on the one hand, and warm comforting embrace on the other, was just perfect to spread out our message- some kids are lost (physically or mentally) and simply don't have a nurturing family that looks after them.We decided take the real stories of the Shanti House youth, and to portray them as a lost child announcement in PA systems in popular hangouts across Israel. Relevancy The smart and innovative use of a non-conventional media, A PA system at Israel's busiest hangouts, put our cause on the map. By creating a disruptive situation that anyone can identify with, losing your precious child at a public, we were able to connect people emotionally to the plight that abandoned youth deal with every single day: Being alone in the world, without anyone to come look for them, once they really get lost. With a next to nothing budget, we reached over 4 million Israeli's and for the first time, got the public involved.
The Lost Children
案例简介：执行 分享被遗弃青少年的真实心路历程，我们精心挑选了几十个受欢迎的聚会场所，如购物中心、主题公园和超市，在那里听到失踪儿童的公告很常见。 “阿伦的父母，他在等你…… “只是这一次，消息发生了令人惊讶的转折。不要听基本宣告，我们使用的平台来描绘现实真正的 “无家可归者” 儿童。 “阿伦在过去的 6 个月里一直在等待，在耶路撒冷的街道上又饿又累。孤独是杀死他的 "。“阿迪的母亲，阿迪已经等你三年了，想回家。即使在即将到来的国际儿童节，她也不能再在街上度过一个晚上，“把国际儿童节和 Shanti 之家联系起来”, 成千上万的青少年在全州的街道上闲逛。我们为他们提供保护、教育和爱。我们给他们一所房子，Shanti 房子。" 战略 克服对这个问题的冷漠，我们想给公众，主要是有社会意识的父母，创造一种创造性的干扰。我们的目标是通过一个熟悉的媒体渠道联系他们，与关心、爱和家庭的内容互动。只有听到通常和预期的公告，他们才会听到我们的事业: 国际儿童节, 我们收集的真正的孩子香提的内部和表达他们的个人经历，在 PA 系统使其沉默的声音会最终大声。媒体策略: 当媒体没有现金时,只是想在 boxThe 基本想法是建立一个大胆的势头，通过使用知名媒体能够成功传递一个令人兴奋的和令人惊讶的消息。之后，我们都有一种夹感动顾客的反应中流行的互联网网站和社交媒体的自由。 概要 以色列 2016: 超过 14,000 名儿童生活在以色列的街道上，成千上万的儿童生活在街道上，从长椅到长椅四处游荡，躲在黑暗的小巷里，睡在街角。事实上，月月以色列的青少年可能面临人身暴力、性虐待、少年犯罪、卖淫或更糟。 shanti House: 以色列被遗弃青年的灯塔 Shanti House 是这些离家出走、无家可归的危险青年的避难所; 该基金会提供治疗，24 小时支持,教育和一个富有同情心的家庭气氛，以使以色列荒废的青年有机会在一个新的生命。这个问题: 公众对问题的弃儿主要是因为它不能与争取一个看起来如此明显的东西 -- 一个家的斗争联系在一起。挑战: 给以色列失踪的儿童一个声音，同时提高他们对日常存在的认识战斗。 结果 被遗弃的青年已经成为一个燃烧的话题。被遗弃的青年的故事在全国各地都被听到。领先的电视和广播节目极大地报道了我们的青年和购物者对公告的惊讶。在网上，这个案件在社交媒体上引发了激烈的对话。以色列各地的人们表达了他们的观点和情绪，引发了一场早就应该进行的辩论。每两个以色列人中就有一个听说我们以创新和相关的方式使用自由媒体使我们能够提高对 Shanti-House 及其重要事业的认识。超过 400万人，占以色列人口的 50%，接受了我们的信息。我们总共获得了 350万新谢克尔的免费媒体支出，最后，公众参与了 “迷失的孩子” 在以色列公众的中心找到了一个家。香提内部进行了史无前例的增长超过 32% 的捐款和志愿者! 活动描述 当去公共场所时，每个父母都害怕孩子迷路的可怕事件。前一分钟他们握着你的手，但在短暂的心跳中，他们可能会消失。这些紧张的时刻通常伴随着著名的 PA 系统公告，呼吁关心的父母与他们失去的孩子团聚。这个基本的平台，一方面承载着深深的恐慌和压力的情绪，另一方面承载着温暖舒适的拥抱,传播我们的信息是完美的 -- 一些孩子迷路了 (身体上或精神上)，根本没有照顾他们的养育家庭。我们决定把真实香提的青少年，并把它们作为一个走失的孩子宣布在扩声系统的流行视频群聊过以色列。 相关性 聪明和创新地使用非常规媒体，在以色列最繁忙的地方使用巴勒斯坦权力机构系统，将我们的事业放在了地图上。通过创造一个任何人都可以认同的破坏性局面，在公共场合失去你珍贵的孩子，我们能够在情感上将人们与抛弃青春的每一天所面临的困境联系起来: 一个人的世界，没有任何人来找他们，一旦真的迷路了。下一个 t没有预算，我们达到了 400万多名以色列人，这是第一次让公众参与进来。
The Lost Children
案例简介：Execution Sharing the real heart ships of abandoned adolescents We handpicked dozens of popular gathering places like shopping malls, theme parks and supermarkets where hearing announcements of lost children is common."Alon's parents, he's waiting for you…."Only this time, the message took a surprising twist. Instead of hearing basic announcements, we used the platform to portray the reality of real "homeless" children."Alon's been waiting for the past 6 months, hungry and tired in the streets of Jerusalem. The loneliness is killing him". "Adi's mother, Adi has been waiting for you for the past 3 years, wanting to come home. She can't spend another night in the streets"Making the connection between the International Children's day and the Shanti-House"Even in this upcoming International Children's day, thousands of teenagers are wondering the streets across the state. We provide them protection, education and love. We give them a house, the Shanti-House." Strategy Overcoming the apathy to the issue with a disruption We wanted to create a creative disruption to the public, mainly parents with social awareness. Our goal was to reach them through a familiar media outlet that interacts with content of caring, love and family. Only instead of hearing the usual and expected announcements, they will hear about our cause:For the International Children's Day, we gathered cases of real children from The Shanti-House and voiced their personal stories in PA systems – So that their silent voices would finally be heard loudly.Media Strategy: When there's no cash for media, just think outside the boxThe basic idea was to create a bold momentum through a use of known media outlet that will succeed in passing on an exciting and surprising message.Afterwards, we shared a clip of the shoppers' moved reaction in popular internet websites and social media- for free. Synopsis Israel 2016: Over 14,000 children are living in the streetIn Israel, thousands of children are living in the streets, roaming around from bench to bench, hiding in dark alleys and sleeping in street corners. In fact, 1 in 25 Israeli teens is at risk of facing physical violence, sexual abuse, delinquency, prostitution or even worse.The Shanti House: A beacon of light for Israel's abandoned youth The Shanti House serves as a sanctuary for these runaway, homeless youth at risk; The foundation provides therapies, round-the-clock support, education and a compassionate family atmosphere in order to give Israel's abandoned youth a chance at a new life.The Problem: The public is indifferent to the issues of the abandoned children mainly because it cannot relate to the struggle for something that seems so obvious- a home.The Challenge:Granting a voice for the lost children in Israel while raising awareness to their everyday existential battle. Outcome Abandoned Youth had become a burning topicThe stories of abandoned youth were heard all over the country. Leading TV and radio programs vastly covered the story about our youth and the shoppers' astonishment to the announcements.Online, the case generated intense conversations on social media. People all over Israel expressed their views and emotions, stirring up an overdue debate. 1 in 2 Israelis have heard usThe use of free media in an innovative and relevant manner had enabled us to raise awareness to The Shanti-House and its important cause. Over 4 million people, 50% of the Israeli population, were exposed to our message. In total we reached free earned media spend of 3.5 million NIS Finally, the public gets involvedThe "lost kids" had found a home in the heart of the Israeli public. The Shanti-House saw an unprecedented growth of over 32% in donations and volunteers! Campaign Description While going out to a public place, every parent dreads that awful occurrence of their child getting lost. One minute their holding your hand but in a short heartbeat, they could be gone. These stressful moments are commonly followed by that famous PA system announcement, calling the concerned parents to reunite with their lost child.This basic platform, that carries within it such deep emotions of panic and stress on the one hand, and warm comforting embrace on the other, was just perfect to spread out our message- some kids are lost (physically or mentally) and simply don't have a nurturing family that looks after them.We decided take the real stories of the Shanti House youth, and to portray them as a lost child announcement in PA systems in popular hangouts across Israel. Relevancy The smart and innovative use of a non-conventional media, A PA system at Israel's busiest hangouts, put our cause on the map. By creating a disruptive situation that anyone can identify with, losing your precious child at a public, we were able to connect people emotionally to the plight that abandoned youth deal with every single day: Being alone in the world, without anyone to come look for them, once they really get lost. With a next to nothing budget, we reached over 4 million Israeli's and for the first time, got the public involved.
迷失的孩子
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The Lost Children
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