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提高对症状的认识

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increase in calls to St John Ambulance relating to heart ailments

挑战

Everyone thinks they know what a heart attack looks like, but they’re almost always wrong as it’s rarely dramatic at all.

这是巴恩斯和卡特穆尔的竞选 & Friends in 新西兰 drew attention to the subtle warning signs and actually saved a life.

According to the Organisation for Economic Cooperation and Development (OECD), 新西兰 loses 138 lives to heart disease per 100,000, which is 18 per cent higher than the OECD average.

现在的问题是, there are misconceptions around what a heart attack really looks like, and therefore many heart attacks simply go undiagnosed.

解决方案

电通安吉斯公司,巴恩斯,卡特穆尔 & 朋友们与心脏基金会一起工作, on a mission to help raise more money and save more lives than ever before.

They did it through a television advert called ‘The Heart Attack Act’ that asked viewers to judge ‘Who gives the most realistic performance of a heart attack?’ and then showed series of ordinary people acting out what they thought a heart attack looked like.

Viewers had to choose which one they thought was most realistic. 但这是个狡猾的问题. The twist was it was that the person on screen who was actually showing symptoms of a heart attack was a guy on a bench sitting just left of frame. 竞选活动利用了这些误解.

结果

Not only did St John Ambulance report a 28% increase in calls relating to heart ailments, 对症状的认识提高了54%, 更重要的是, 实际的生命被拯救了!

新西兰卡车司机, Eddie Davies was just one of the many lucky people saved by the advert’s clever messaging. Before Davies had watched the ad, he’d been dismissing chest pain for heartburn. It transpired that the 63 year old had been having many small heart attacks all week before a major heart attack finally occurred.

也拯救了许多生命, the agency won the Gold Best Strategic Thinking, 黄金慈善不牟利, 黄金有限的预算, 以及在艾菲斯受到高度赞扬的黄金. But more than award-winning, it was a truly life changing campaign for many residents of 新西兰.

This work was undertaken as part of Dentsu Aegis Network’s partnership with the United Nations and our commitment to the Common Ground initiative.

了解更多 about the Common Ground initiative.

“我可能已经死了. 那则广告救了我的命."
Eddie Davies,新西兰卡车司机

BC&F电通公司

成立于公元前1996年&F has grown to become one of 新西兰's leading full-service agencies, providing a range of advertising communications services that include the development of advertising strategies, 创意制作和媒体购买, as well as digital and social media marketing. 在艾菲效率指数中,BC&F排在第一位. 1 in the Most Effective Independent Agencies April 2015 rankings for the Asia-Pacific region and at No. 全球5.

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