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治疗盒
案例简介：为什么这项工作与品牌内容和娱乐相关？ 治疗盒通过显示真正的排毒功能，帮助阻止了美国年轻人使用阿片类药物。我们在纽约市创造了一种身临其境的公共体验，将人们带入了实际的治疗室。业界首创的实时复合技术将路人的实时视频放入LED屏幕，使房间没有墙壁。观众在一条街中间留下了丽贝卡的私密景色。 这种公开经历和丽贝卡的治疗构成了我们的短片纪录片的基础，该纪录片跟随她的治疗之旅，改变了年轻人对阿片类药物和污蔑成瘾的想法。 描述有关您所在国家/地区的健康与健康通信的任何限制或法规，包括: 真相®品牌是美国主要烟草公司与美国46个州，哥伦比亚特区和五个地区之间达成的主要和解协议的一部分。我们的消息必须遵守本协议中规定的规则。 健康与保健工作必须证明它如何满足 “改变生活的创造力” 的标准。为什么你的工作与健康相关？ 2016年，每5例年轻人死亡中就有1例与阿片类药物有关。推动这种致命的流行病？观众心中的错误信息: 阿片类药物不会上瘾，上瘾永远不会发生在我身上。 治疗盒挑战了这些看法，目的是首先防止使用阿片类药物。 背景 致命的阿片类药物流行正在肆虐美国。2016年，每5例年轻人死亡中就有1例与阿片类药物有关。 作为二十年来值得信赖的青少年防烟品牌，真相®与年轻人建立了关系，以帮助他们应对日益增长的生命威胁。我们与国家药物管制政策办公室和Ad理事会一道，寻求制定解决方案。 挡在我们的路: 压倒性的力量助长了这一流行病。大型制药公司有销售越来越多药丸的盈利动机。医生处方过多，导致年轻的美国人家中可以使用阿片类药物。 最重要的是？我们观众的误解。两种最根深蒂固且可能致命的药物: 阿片类药物不会上瘾。上瘾永远不会发生在我身上。 简而言之，年轻人低估了阿片类药物的成瘾性，并高估了他们对阿片类药物的意志力。 我们的目标是改变他们的想法。 描述创意 治疗盒的目的是让年轻人面对阿片类药物危机，因为他们观察到真正的医学监督排毒，将他们放在治疗室里。使用突破性的技术，我们创造了一种错觉，即传统的私人排毒室没有墙壁，使路人对成瘾的丑陋现实进行了亲密而内在的教育。 描述策略 最有可能出现阿片类药物成瘾的人是那些在青年时期尝试过阿片类药物的人 (三分之二的人在25岁之前接受治疗)。我们着手通过确保人们从一开始就从未想过尝试阿片类药物来减缓这种流行病。 针对18-34岁的美国人，我们在研究过程中发现了他们头脑中的悖论。 他们到处都看到阿片类药物。每天都有药物过量的报道。突袭药丸厂。社区中人们上瘾的故事。他们钦佩的名人去康复或更糟，垂死。 然而，年轻人大大低估了阿片类药物的成瘾性，并高估了他们抵抗成瘾的意志力。 简而言之: 阿片类药物成瘾可能发生在除我以外的任何人身上。 他们遭受的不是缺乏意识，而是缺乏自我意识。 我们的策略是揭露年轻人最大的盲点: 他们自己。 描述执行情况 在5天的时间里，我们拍摄了Rebekkah，一个真正的26岁阿片类药物成瘾者，24/7在我们用绿屏墙和相机建造的私人治疗中心。然后，我们在纽约市用LED屏幕盒复制了她的排毒室的尺寸，并直播了她的排毒现场直播。 该装置使用实时缝合来拍摄路人并将其放置在背景中，从而产生了排毒室没有墙壁的错觉。 为了尽快提供治疗，我们从寻找病人到拍摄有一个狭窄的24小时窗口。一个20人的生产团队24/7待命，给医生和康复设施打了数千个电话。 该装置构成了我们在2018年10月22日上发起的电影活动的基础。我们与广告委员会一起，从维亚康姆、NBCUniversal、谷歌、Facebook、Snapchat、Instagram和Spotify获得了捐赠的媒体，以便接触到我们18-34岁的观众。 描述结果 治疗盒将年轻人带入活的阿片类药物排毒中，以帮助他们意识到成瘾可能会发生在他们身上。 该活动获得了35毫米以上的视频观看次数。通过1.5MM社交活动，治疗盒击败了真理的第二好145% 的可比活动。 最重要的是，我们彻底改变了年轻人对阿片类药物的看法和行动。发布后8周，我们的观众显示: 36% 增加与 “任何人都可能对处方阿片类药物上瘾” 的说法一致 46% 增加与 “阿片类药物依赖可能在短短五天内发生” 这一事实一致。 40% 更有可能查找有关阿片类药物流行的信息 29% 更有可能与朋友谈论阿片类药物的流行 尽管克服这一威胁的道路漫长而充满挑战，但变革始于个人。我们着手拯救生命，从丽贝卡开始，我们希望继续在美国各地传播救生信息。
治疗盒
案例简介：Why is this work relevant for Branded Content & Entertainment? Treatment Box helped deter opioid use among America’s youth by showing a real detox. We created an immersive, public experience in New York City that brought people inside an actual treatment room. An industry first live composite technique placed realtime video of passersby into the LED screens giving the illusion the room had no walls. The viewer was left with an intimate view of Rebekkah in the middle of a street. This public experience and Rebekkah’s treatment formed the basis of our short form documentary that followed her treatment journey, changing young people’s minds about opioids and destigmatizing addiction. Describe any restrictions or regulations regarding Health & Wellness communications in your country/region including: The truth® brand was created as part of the Master Settlement Agreement between major U.S. tobacco companies and 46 U.S. states, the District of Columbia and five territories. Our messaging must abide by the rules set forth in this agreement. Health & Wellness work must demonstrate how it meets the criteria 'life-changing creativity'. Why is your work relevant for Health & Wellness? In 2016, 1 out of 5 young adult deaths were opioid related. Driving this deadly epidemic? Misinformation in the minds of our audience: Opioids aren’t that addictive, and addiction will never happen to me. Treatment Box challenged these perceptions with the aim of preventing opioid use in the first place. Background A deadly opioid epidemic is ravaging the United States. In 2016, 1 out of 5 young adult deaths were opioid related. As a trusted youth tobacco prevention brand for two decades, truth® had the relationship with young people to help take on this growing threat to their lives. Together with the Office of National Drug Control Policy and the Ad Council, we sought to create a solution. Standing in our way: the overwhelming forces fueling the epidemic. Big Pharma has a profit motive to sell more and more pills. Doctors were overprescribing, leading to accessible opioids in young Americans’ homes. Above all? The misperceptions held by our audience. The two most deep-rooted, and potentially deadly: Opioids aren’t that addictive. And addiction will never happen to me. Simply put, young people underestimated the addictive power of opioids, and overestimated their willpower against it. Our objective was to change their minds. Describe the creative idea Treatment Box set out to make young adults face the opioid crisis by placing them inside the treatment room as they observed a real medically supervised detox. Using groundbreaking technology we created the illusion that the traditionally private detox room had no walls, giving passersby an intimate and visceral education of the ugly realities of addiction. Describe the strategy The most likely people to develop an opioid addiction are those who have experimented with opioids in their youth (two-thirds are admitted into treatment before age 25). We set-out to slow the epidemic by making sure people never thought to try opioids in the first place. Focusing on 18-34 year olds Americans, we uncovered a paradox in their minds during research. They saw opioids everywhere. There were daily reports of overdoses. Raids on pill mills. Stories of people in their communities getting addicted. Celebrities they admired going to rehab or worse, dying. Yet, young people drastically underestimated just how addictive opioids could be—and overestimated their willpower to resist addiction. Simply put: opioid addiction can happen to anyone but me. They suffered not from lack of awareness, but lack of self-awareness. Our strategy was to expose young people’s biggest blindspot: themselves. Describe the execution For 5 days we filmed Rebekkah, a real 26 year old opioid addict, 24/7 in a private treatment center we built with green screen walls and cameras. Then, we replicated the dimensions of her detox room with an LED screen box in NYC, streaming her detox live. The installation used real time stitching to film passersby and place them in the background, creating the illusion the detox room had no walls. To provide treatment asap we had a narrow 24 hour window from finding a patient to filming. A production team of 20 was on 24/7 standby making thousands of calls to doctors and rehab facilities. The installation formed the foundation of our film campaign which launched on October 22nd, 2018. Together with the Ad Council, we secured donated media from Viacom, NBCUniversal, Google, Facebook, Snapchat, Instagram, and Spotify in order to reach our 18-34 year old audience. Describe the outcome Treatment Box brought young people inside a live opioid detox to help them realize addiction could happen to them. The campaign garnered 35MM+ videos views. With 1.5MM+ social engagements, Treatment Box beat out truth’s next best comparable campaign by 145%. Most importantly, we drastically changed young people’s perceptions and actions towards opioids. 8 weeks post-launch, our audience showed: 36% increase in agreement with the statement “Anyone can become addicted to prescription opioids” 46% increase in agreement with the fact that “Opioid dependence can happen in just five days.” 40% more likely to look up information about the opioid epidemic 29% more likely to talk to a friend about the opioid epidemic While the road to beat this threat is long and challenging, change starts with individuals. We set out to save lives, and starting with Rebekkah’s, we hope to continue to spread lifesaving information across the United States.
Treatment Box
案例简介：为什么这项工作与品牌内容和娱乐相关？ 治疗盒通过显示真正的排毒功能，帮助阻止了美国年轻人使用阿片类药物。我们在纽约市创造了一种身临其境的公共体验，将人们带入了实际的治疗室。业界首创的实时复合技术将路人的实时视频放入LED屏幕，使房间没有墙壁。观众在一条街中间留下了丽贝卡的私密景色。 这种公开经历和丽贝卡的治疗构成了我们的短片纪录片的基础，该纪录片跟随她的治疗之旅，改变了年轻人对阿片类药物和污蔑成瘾的想法。 描述有关您所在国家/地区的健康与健康通信的任何限制或法规，包括: 真相®品牌是美国主要烟草公司与美国46个州，哥伦比亚特区和五个地区之间达成的主要和解协议的一部分。我们的消息必须遵守本协议中规定的规则。 健康与保健工作必须证明它如何满足 “改变生活的创造力” 的标准。为什么你的工作与健康相关？ 2016年，每5例年轻人死亡中就有1例与阿片类药物有关。推动这种致命的流行病？观众心中的错误信息: 阿片类药物不会上瘾，上瘾永远不会发生在我身上。 治疗盒挑战了这些看法，目的是首先防止使用阿片类药物。 背景 致命的阿片类药物流行正在肆虐美国。2016年，每5例年轻人死亡中就有1例与阿片类药物有关。 作为二十年来值得信赖的青少年防烟品牌，真相®与年轻人建立了关系，以帮助他们应对日益增长的生命威胁。我们与国家药物管制政策办公室和Ad理事会一道，寻求制定解决方案。 挡在我们的路: 压倒性的力量助长了这一流行病。大型制药公司有销售越来越多药丸的盈利动机。医生处方过多，导致年轻的美国人家中可以使用阿片类药物。 最重要的是？我们观众的误解。两种最根深蒂固且可能致命的药物: 阿片类药物不会上瘾。上瘾永远不会发生在我身上。 简而言之，年轻人低估了阿片类药物的成瘾性，并高估了他们对阿片类药物的意志力。 我们的目标是改变他们的想法。 描述创意 治疗盒的目的是让年轻人面对阿片类药物危机，因为他们观察到真正的医学监督排毒，将他们放在治疗室里。使用突破性的技术，我们创造了一种错觉，即传统的私人排毒室没有墙壁，使路人对成瘾的丑陋现实进行了亲密而内在的教育。 描述策略 最有可能出现阿片类药物成瘾的人是那些在青年时期尝试过阿片类药物的人 (三分之二的人在25岁之前接受治疗)。我们着手通过确保人们从一开始就从未想过尝试阿片类药物来减缓这种流行病。 针对18-34岁的美国人，我们在研究过程中发现了他们头脑中的悖论。 他们到处都看到阿片类药物。每天都有药物过量的报道。突袭药丸厂。社区中人们上瘾的故事。他们钦佩的名人去康复或更糟，垂死。 然而，年轻人大大低估了阿片类药物的成瘾性，并高估了他们抵抗成瘾的意志力。 简而言之: 阿片类药物成瘾可能发生在除我以外的任何人身上。 他们遭受的不是缺乏意识，而是缺乏自我意识。 我们的策略是揭露年轻人最大的盲点: 他们自己。 描述执行情况 在5天的时间里，我们拍摄了Rebekkah，一个真正的26岁阿片类药物成瘾者，24/7在我们用绿屏墙和相机建造的私人治疗中心。然后，我们在纽约市用LED屏幕盒复制了她的排毒室的尺寸，并直播了她的排毒现场直播。 该装置使用实时缝合来拍摄路人并将其放置在背景中，从而产生了排毒室没有墙壁的错觉。 为了尽快提供治疗，我们从寻找病人到拍摄有一个狭窄的24小时窗口。一个20人的生产团队24/7待命，给医生和康复设施打了数千个电话。 该装置构成了我们在2018年10月22日上发起的电影活动的基础。我们与广告委员会一起，从维亚康姆、NBCUniversal、谷歌、Facebook、Snapchat、Instagram和Spotify获得了捐赠的媒体，以便接触到我们18-34岁的观众。 描述结果 治疗盒将年轻人带入活的阿片类药物排毒中，以帮助他们意识到成瘾可能会发生在他们身上。 该活动获得了35毫米以上的视频观看次数。通过1.5MM社交活动，治疗盒击败了真理的第二好145% 的可比活动。 最重要的是，我们彻底改变了年轻人对阿片类药物的看法和行动。发布后8周，我们的观众显示: 36% 增加与 “任何人都可能对处方阿片类药物上瘾” 的说法一致 46% 增加与 “阿片类药物依赖可能在短短五天内发生” 这一事实一致。 40% 更有可能查找有关阿片类药物流行的信息 29% 更有可能与朋友谈论阿片类药物的流行 尽管克服这一威胁的道路漫长而充满挑战，但变革始于个人。我们着手拯救生命，从丽贝卡开始，我们希望继续在美国各地传播救生信息。
Treatment Box
案例简介：Why is this work relevant for Branded Content & Entertainment? Treatment Box helped deter opioid use among America’s youth by showing a real detox. We created an immersive, public experience in New York City that brought people inside an actual treatment room. An industry first live composite technique placed realtime video of passersby into the LED screens giving the illusion the room had no walls. The viewer was left with an intimate view of Rebekkah in the middle of a street. This public experience and Rebekkah’s treatment formed the basis of our short form documentary that followed her treatment journey, changing young people’s minds about opioids and destigmatizing addiction. Describe any restrictions or regulations regarding Health & Wellness communications in your country/region including: The truth® brand was created as part of the Master Settlement Agreement between major U.S. tobacco companies and 46 U.S. states, the District of Columbia and five territories. Our messaging must abide by the rules set forth in this agreement. Health & Wellness work must demonstrate how it meets the criteria 'life-changing creativity'. Why is your work relevant for Health & Wellness? In 2016, 1 out of 5 young adult deaths were opioid related. Driving this deadly epidemic? Misinformation in the minds of our audience: Opioids aren’t that addictive, and addiction will never happen to me. Treatment Box challenged these perceptions with the aim of preventing opioid use in the first place. Background A deadly opioid epidemic is ravaging the United States. In 2016, 1 out of 5 young adult deaths were opioid related. As a trusted youth tobacco prevention brand for two decades, truth® had the relationship with young people to help take on this growing threat to their lives. Together with the Office of National Drug Control Policy and the Ad Council, we sought to create a solution. Standing in our way: the overwhelming forces fueling the epidemic. Big Pharma has a profit motive to sell more and more pills. Doctors were overprescribing, leading to accessible opioids in young Americans’ homes. Above all? The misperceptions held by our audience. The two most deep-rooted, and potentially deadly: Opioids aren’t that addictive. And addiction will never happen to me. Simply put, young people underestimated the addictive power of opioids, and overestimated their willpower against it. Our objective was to change their minds. Describe the creative idea Treatment Box set out to make young adults face the opioid crisis by placing them inside the treatment room as they observed a real medically supervised detox. Using groundbreaking technology we created the illusion that the traditionally private detox room had no walls, giving passersby an intimate and visceral education of the ugly realities of addiction. Describe the strategy The most likely people to develop an opioid addiction are those who have experimented with opioids in their youth (two-thirds are admitted into treatment before age 25). We set-out to slow the epidemic by making sure people never thought to try opioids in the first place. Focusing on 18-34 year olds Americans, we uncovered a paradox in their minds during research. They saw opioids everywhere. There were daily reports of overdoses. Raids on pill mills. Stories of people in their communities getting addicted. Celebrities they admired going to rehab or worse, dying. Yet, young people drastically underestimated just how addictive opioids could be—and overestimated their willpower to resist addiction. Simply put: opioid addiction can happen to anyone but me. They suffered not from lack of awareness, but lack of self-awareness. Our strategy was to expose young people’s biggest blindspot: themselves. Describe the execution For 5 days we filmed Rebekkah, a real 26 year old opioid addict, 24/7 in a private treatment center we built with green screen walls and cameras. Then, we replicated the dimensions of her detox room with an LED screen box in NYC, streaming her detox live. The installation used real time stitching to film passersby and place them in the background, creating the illusion the detox room had no walls. To provide treatment asap we had a narrow 24 hour window from finding a patient to filming. A production team of 20 was on 24/7 standby making thousands of calls to doctors and rehab facilities. The installation formed the foundation of our film campaign which launched on October 22nd, 2018. Together with the Ad Council, we secured donated media from Viacom, NBCUniversal, Google, Facebook, Snapchat, Instagram, and Spotify in order to reach our 18-34 year old audience. Describe the outcome Treatment Box brought young people inside a live opioid detox to help them realize addiction could happen to them. The campaign garnered 35MM+ videos views. With 1.5MM+ social engagements, Treatment Box beat out truth’s next best comparable campaign by 145%. Most importantly, we drastically changed young people’s perceptions and actions towards opioids. 8 weeks post-launch, our audience showed: 36% increase in agreement with the statement “Anyone can become addicted to prescription opioids” 46% increase in agreement with the fact that “Opioid dependence can happen in just five days.” 40% more likely to look up information about the opioid epidemic 29% more likely to talk to a friend about the opioid epidemic While the road to beat this threat is long and challenging, change starts with individuals. We set out to save lives, and starting with Rebekkah’s, we hope to continue to spread lifesaving information across the United States.
治疗盒
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Treatment Box
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基本信息
- 广告战役： #Truth Initiative-网络-3f87#
- 广告品牌： Truth Initiative
- 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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