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A Systems Story in a new and accessible way

Posted by Marc van Gurp | 21-08-2014 22:00 | Category: Design, Environment, Health

BEE Environmental Communication: Systems Thinking.

This seems off topic, it isn’t about a cause, person or organisation. It is about System Thinking, a concept for understanding and solving complex world problems, from climate change, to public health care, and beyond. Therefore it is very relevant for the world of social marketing.

The problem is that system thinking itself is complex. This is why the team of BEE Environmental Communication decided to explain this very useful but quite technical concept in an easy-to-understand way. Illustrated with an universal example: love.

BEE Research Manager Sarah Czunyi: “On six-sided cubes, we created images that told different stories within one set of blocks. Each scene of the video uses a unique set of cubes, which when turned around illustrate a distinct component of the systems thinking ‘recipe book’ – yet clearly, all are connected in a bigger system and sub-systems.  And the fact that we used these alphabet cubes, often thought of as simply children’s educational toys, illustrates that even something as complex as systems thinking should and can be accessible to a wider audience.”

More about the origin and background of the project here.



Agency:
BEE Environmental Communication

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Alzheimer’s patients as news editors

Posted by Marc van Gurp | 21-08-2014 20:00 | Category: Health, Media

This campaign from Macedonia is about the loss of short term memory known as the first symptom of Alzheimer’s disease.
Alzheimer’s patients were asked what the latest news is they can remember. Agency Publicis collected these memories for the campaign from the Macedonian National Neurological Institute.

On World’s Alzheimer’s day these memories were published in cooperation with the leading newspapers with front pages featuring news from the past.
Also, the news on the TV stations were substituted with news from the past.

The main message: “This is the latest news for people with Alzheimer’s”.

The video below is the case study.
According to Nielsen media research, the campaign reached 68% of the Macedonian population. And the following month the number of the visits for medical advice increased by 215%.

Alzheimer’s patients as news editors in Macedonia.



Advertiser:
Macedonian National Neurological Institute
Agency:
Publicis Skopje

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A wildlife trophy that saves lives

Posted by Marc van Gurp | 20-08-2014 16:30 | Category: Animal rights, Fundraising

Pro Wildlife: A wildlife trophy that saves lives.

Agency guertlerbachmann used the idea of wildlife trophies to make stamps for the German organisation Pro Wildlife. The stamp is part of a postcard and is exactly the part of an animal which is the trophy. Like the tusks of an elephant.

50 cents from the sale of each stamp went to Pro Wildlife. The campaign raised a total of € 41,000, as well as mentions in several newspaper articles and discussions on blogs and social networks.

Copy: “Every trophy costs a life. Your donation can save it.”

image



Advertiser:
Pro Wildlife
Agency:
guertlerbachmann
Source:
Fubiz

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The new Greenpeace ad is fragile just like the Arctic is

Posted by Marc van Gurp | 18-08-2014 22:30 | Category: Environment

Emma Thompson for Greenpeace about the Arctic: Without the Ice the Earth Will Fall

Well done by Greenpeace. It’s the newest part of the campaign about the arctic done in a fragile and almost meditative way by actor Emma Thompson.
She and her daughter Gaia Wise spent 10 days on board the Esperanza in the Arctic bearing witness to the pristine and fragile environment. Follow their journey here.

Emma is reading a poem entitled ‘Without the Ice the Earth Will Fall’.




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30 People Watching

Posted by Marc van Gurp | 17-08-2014 22:00 | Category: Discrimination, Violence

Subtle Vigilance Collective: 30 People Watching.

On November 14, 1997, a South Asian teenager is swarmed and beaten by seven teenage girls and one teenage boy in Victoria B.C. The Subtle Vigilance Collective tackles the disturbing implications of this Canadian murder in a theater play.
The play addresses bullying and violence and the violence on and disposability of racialized bodies.

Toronto based activist design studio The Public made the promotional artwork.



Advertiser:
Subtle Vigilance Collective
Agency:
The Public

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Down syndrome eyes as selling point

Posted by Marc van Gurp | 14-08-2014 14:25 | Category: Ableism, Sport

Special Olympics Belgium: Would you still be a fan of Kevin De Bruyne if he looked like this?

The image above, without the copy, goes round and round on most of the social media channels since yesterday. It is famous Belgium footballer Kevin De Bruyne with Down’s Syndrome eyes. Today it became known what it is about. It is a frequently used technique for the launch of a campaign.

It is the campaign for the upcoming Special Olympics which will be held in Belgium. The Special Olympics are for athletes with intellectual disabilities. The copy: “Would you still be a fan if I looked like this?”

The campaign has two goals, according to the agency and the organisation. They want to give Special Olympic athletes the attention they deserve. Unlike the Paralympics, the Games for athletes with intellectual disabilities are not well-known.
The second goal is to break the taboo around intellectual disabilities.



Advertiser:
Special Olympics Belgium
Agency:
LDV United

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#StripForScope: UK disability charity wants you to strip for a good cause

Posted by Arbie Baguios | 12-08-2014 23:28 | Category: Ableism, Fundraising

image

After their highly successful #EndTheAwkward ads, UK disability charity Scope is back at it again with their trademark sense of humour in this new campaign, which is a spoof of a vintage Levi’s ad.

It’s always good to see disabled people portrayed in a very positive - and very attractive - light. Although I’m sure for the guy in the video, professional model Jack Eyers, that isn’t something new.

The ad encourages everyone to #StripForScope, with the goal of getting people to donate one million items of clothing in one month. Given this good ad, it’s unsurprising to know they’ve surpassed their target.



Advertiser:
Scope
Source:
Scope

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Don’t be that guy with the knee high athletic socks

Posted by Marc van Gurp | 12-08-2014 15:00 | Category: Environment

Denver Water: Don't be that guy. Don't water when it rains.

I have often written about the ‘Use only what you need’ campaigns from Denver Water. It’s my favourite behaviour change campaign, now already in the tenth year.
In recent year agency Sukle used mainly text and objects in public space. This year the agency use funny characters.

Each campaign items shows a recognisable character, someone you do not want to be. It is one of the golden rules in behaviour change and ‘Use only what you need’ proofs that it is highly effective.

I did an interview with the agency name giver Mike Sukle last year about the ongoing campaign. Read it here.

We made a Pinterest board with a a lot of print ads and photo’s from all Denver Water campaigns made by Sukle. See it here.



Advertiser:
Denver Water
Agency:
Sukle Advertising & Design

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A message liquid as water: Save water, shower with a friend

Posted by Marc van Gurp | 10-08-2014 22:00 | Category: Environment

Envolve Project: Save water, shower with a friend.

Bridge the gap between charitable foundations and younger people is the goal of The Envolve Project. “Using modern imagery for new media that acts as a call to arms for humanitarian and environmental causes” is their statement on Facebook.

These two video’s, flagged with the hashtag #donatewaterproject, is their first attempt.

Above is a simple message: Save water, shower with a friend.
There is another way to save water with a shower. Why not combine these two ideas?




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Dear Motorist, I’m a Cyclist

Posted by Marc van Gurp | 10-08-2014 20:00 | Category: Road safety

Dear Motorist, I'm a Cyclist.

ENDEVR, known from the MyID medical bracelet, has launched their Dear Motorist campaign last year. The aim is promoting cycling safety and driver awareness. In the last 10 years in America, 7,000 cyclists have lost their lives in motorist accidents. That’s why.
It contains a short film with stories and a campaign website where motorists and cyclist have the possibility to share their experiences and to take this pledge:
“I pledge to be more aware of my surroundings on the road. Beginning right now, I will do my part to help put an end to cyclist fatalities by committing to drive and cycle as responsibly as I can.”

Josh Taylor, ENDEVR, VP of Marketing, came up with the idea when he was almost hit by a car whilst running and spends a lot of time training alone, especially on long distance trail runs and mountain biking he said to PEZ cycling news.
“I live an extremely active lifestyle and I realized that some of my training friends don’t even have my wife’s contact details. I know that when I am on my motorbike or cycling, it’s more a matter of “when I get hit” not “if”. ”




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