Planned Parenthood 'F*ck New York City'|海报/平面|广告营销案例【ADGuider广告指南】

计划生育 'F * ck纽约市'

案例简介：为什么这项工作与集成相关？我们的活动通过电影 (在线/出租车电视)，印刷品 (OOH/杂志)，社交，数字，筹款活动以及各种实物抵押品-如避孕套，酒吧杯垫，t恤和手提袋。大胆，简单的文案结构和明亮的粉红色和黄色视觉识别的使用确保了每个接触点的一致性。竞选活动的每个方面都巧妙地与《纽约洞察》相关联。根据位置和媒介，情况变得更加如此。例如，甚至与他们的网站相关的数字横幅标题。在线美容期刊的 “F * ck那个女孩足够熟练，可以在地铁上涂睫毛膏”。描述您所在国家/地区有关健康与健康沟通的任何限制或法规，包括: 对于我们做广告的纽约市市场没有具体的限制或规定健康与健康工作必须证明其如何符合 “改变生活的创造力” 标准。为什么你的工作与健康相关？纽约市计划生育协会 (PPNYC) 每年为6万多名不同的纽约人提供基本的性健康和生殖健康护理。我们的工作利用创造力来争取对PPNYC为其城市提供的改变生活的健康和保健服务的支持和赞赏。背景 100多年来，纽约市计划生育协会 (PPNYC) 一直是成千上万依赖他们提供性健康和生殖健康护理的个人和家庭的希望灯塔。他们每年为超过6万名不同的纽约人提供节育、性病/性病检测、输精管切除术和一般健康和保健服务。 2018夏季，总统府削减了资金，并威胁到该组织在其创始城市的未来。PPNYC需要做一些大胆的事情，以确保所有性活跃的纽约人继续获得生殖保健。我们的目标是争取支持，重要的是，纽约人PPNYC的捐款正在努力服务。通过个人捐款减少对政府资金的依赖，PPNYC可以继续更自主地为社区服务。描述创意 (投票20%) PPNYC为所有纽约人提供安全的性行为，不受歧视和评判。随着PPNYC在他们的城市，纽约人可以自由地进行性活动，不受限制。正是这种自由，我们的想法开始大肆庆祝。我们的想法提出了一个大胆的要求，以保护纽约人安全地彼此相爱的自由-保护纽约市的自由。这个想法本身就是一个响亮的行动号召。通过呼吁纽约人保护他们的核心自由之一，我们旨在激发他们捐赠的动力。“自由到F * ck” 是为了向比以往任何时候都更有权力并希望愿意提供帮助的年轻一代说话。我们的创意庆祝了纽约市所有美丽多样的人。以及PPNYC如何让他们安全地彼此相爱，并获得性和生殖保健。描述策略 (投票30%) 我们发现2017年，纽约是美国性生活最活跃的城市。平均每年156次，是全国平均水平的五倍。那是很大的激情。对我们来说，这个统计数据不仅代表了纽约人对彼此的性激情，也代表了对这座城市本身的热情。保护这种激情是PPNYC不仅代表的东西，但通过其性健康服务使。通过提高对PPNYC在纽约人充满激情的性生活中所扮演的重要角色的认识，我们旨在改变行为，以便千禧一代的纽约人不仅用他们的心，而且用他们的钱包来重视PPNYC。我们的策略是通过大胆宣布该组织的立场-性自由以及所有人获得性保健和生殖保健，为PPNYC筹集捐款。描述执行情况 (投票30%) 该活动包括发行电影，社交和印刷品，以庆祝纽约人有权安全地f * ck，无论他们想要谁。我们用纽约人的语言与他们交谈，庆祝他们有权安全地与他们交谈的所有不同的人。“F * ck在他们的f * cking公寓里有洗衣机烘干机的人。” “操你即兴表演小组的人。” 竞选文案深入到对纽约生活的古怪见解中。每个资产都有一个CTA鼓励捐赠。该活动是通过一项沟通计划部署的，该计划旨在在纽约人可能在大脑发生性行为的时间和地点与他们接触。品牌饮料杯垫放在酒吧里。出租车电视在深夜乘车时播放了这部电影。还为影响者和计划生育活动创建了上下文t恤，手提袋和避孕套。该活动还包括在《纽约杂志》上刊登的印刷品。列出结果 (投票20%) 我们的运动在VICE，Rolling Stone，TIME和Nylon等出版物中推出了价值240,000美元的捐赠媒体。5,000避孕套在纽约街头流行。4,000杯垫和2,000鸡尾酒餐巾纸被分发到我们经常光顾的酒吧。500手提袋和t恤被送给千禧一代，支持PPNYC自豪地在纽约市穿着。我们的努力引起了轰动。该活动在上市的第一天就收到了如此多的嗡嗡声和知名度，以至于反计划生育组织反对该组织和我们的活动。由于2018年7月的政治气氛紧张，计划生育的国家办公室决定举行竞选活动，并在以后重新启动，以避免失去更多的联邦支持。早期指标非常令人鼓舞，新的每月捐助者的捐款在启动的第一天就激增。

计划生育 'F * ck纽约市'

案例简介：Why is this work relevant for Integrated? Our campaign came to life across film (online/taxi TV), print (OOH/magazine), social, digital, fundraising events and a variety of physical collateral—like condoms, bar coasters, t-shirts and totes. The bold, simple copywriting construct and use of a bright pink and yellow visual identity ensured consistency at every touchpoint. Every aspect of the campaign was cleverly contextual to New York insights. And became even more so based on placement and medium. For example, even digital banner headlines related to their website. Such “F*ck that girl skilled enough to apply mascara on the subway” for an online beauty periodical. Describe any restrictions or regulations regarding Health & Wellness communications in your country/region including: No specific restrictions or regulations for the NYC market where we advertised Health & Wellness work must demonstrate how it meets the criteria 'life-changing creativity'. Why is your work relevant for Health & Wellness? Planned Parenthood of New York City (PPNYC) provides essential sexual and reproductive health care for the more than 60k diverse New Yorkers every year. Our work used creativity to rally support and appreciation for the life-changing health and wellness services that PPNYC is fighting to deliver for their city. Background For over 100 years, Planned Parenthood of New York City (PPNYC) has been a beacon of hope for the thousands of individuals and families who rely on them for sexual and reproductive health care. They provide access to birth control, STD/STI testing, vasectomies and general health and wellness to more than 60k diverse New Yorkers a year. In Summer 2018, the presidential administration was cutting their funding and threatening the future of the organization in its founding city. PPNYC needed to do something bold to ensure that all sexually active New Yorkers continue to have access to reproductive health care. Our objective was to rally the support and, importantly, donations of the New Yorkers PPNYC is fighting to serve. By reducing dependency on government funding through individual donations, PPNYC could continue serving their communities more autonomously. Describe the creative idea (20% of vote) PPNYC gives all New Yorkers access to safe sex practices, without discrimination and without judgement. With PPNYC in their city, New Yorkers have the freedom to be sexually active without restrictions. It’s this freedom that our idea set out to celebrate in a big way. Our idea made a bold demand to protect New Yorkers freedom to safely love each other - Protect NYC’s Freedom to F*ck. The idea itself is a loud call to action. By calling on New Yorkers to protect one of their core freedoms, we aimed to ignite their motivation to donate. ‘Freedom to F*ck’ is meant to speak to a younger generation more empowered than ever and hopefully willing to help. Our creative idea celebrated all the beautiful, diverse people in NYC. And how PPNYC allows them to safely love each other with access to sexual and reproductive healthcare. Describe the strategy (30% of vote) We discovered that in 2017, New York was the most sexually active city in America. At an average of 156 times a year, that’s five times more than the national average. That’s a lot of passion. For us, this statistic represented not just the sexual passion that New Yorkers have for each other, but passion for the city itself. Protecting this passion is something PPNYC not only stands for, but enables through its sexual health services. By driving awareness of the essential role PPNYC plays in the passionate sex lives of New Yorkers, we aimed to change behavior so that Millennial New Yorkers would value PPNYC with not just their hearts, but their wallets. Our strategy was to rally donations for PPNYC by making a bold declaration about what the organization stands for - sexual freedom and access to sexual and reproductive healthcare for all. Describe the execution (30% of vote) The campaign included a launch film, social and print that celebrated New Yorkers right to safely f*ck, whoever the f*ck they want. We spoke to New Yorkers in their language, celebrating all the diverse people they have the right to safely f*ck. “F*ck whoever has a washer-dryer in their f*cking apartment.” “Fuck someone from your improv group.” Campaign copywriting went deep into eccentric insights about life in New York. Each asset had a CTA encouraging donations. The campaign was deployed using a communications plan designed to reach New Yorkers when and where they might have sex on the brain. Branded drink coasters were placed in bars. Taxi TV played the film during late night rides. Contextual t-shirts, totes and condoms were also created for influencers and Planned Parenthood events. The campaign also included a print placement in New York Magazine. List the results (20% of vote) Our campaign launched with $240,000 worth of donated media in publications like VICE, Rolling Stone, TIME and Nylon. 5,000 condoms hit the streets of New York. 4,000 coasters and 2,000 cocktail napkins were distributed to bars our target audience frequented. 500 tote bags and t-shirts were given to Millennials that support PPNYC to proudly wear around NYC. And our efforts landed with quite a splash. The campaign received so much buzz and visibility in its first days in-market that anti-Planned Parenthood groups rose up against the organization and our campaign. With a tense political climate in July 2018, Planned Parenthood’s national office decided to hold the campaign and re-launch at a later date to avoid losing additional federal support. Early indicators were very encouraging, with donations spiking the first day of launch with new monthly donors.