ADCause-related

广告1101

梁丽恩

20111304216

Introduction

Cause-related Advertising is part of non-commercial advertising. It’s not only for

business profit, but intend to ask and participate in how to solve the social

problems and environmental problems. As vulnerable groups, Women and children usually become the object of

Cause-related Advertising. This magazine is focus on this part of matter.

01 02

Introduction

Cause-related Advertising is part of non-commercial advertising. It’s not only for

business profit, but intend to ask and participate in how to solve the social

problems and environmental problems. As vulnerable groups, Women and children usually become the object of

Cause-related Advertising. This magazine is focus on this part of matter.

01 02

03

MSF is an independent in te rna t iona l

medical humanitarian organization that is

committed to the armed conflict, epidemics

and natural disasters, and from the outside

o f t h e h e a l t h c a r e s y s t e m p r o v i d i n g

emergency medical aid.

MEDICINS SANS FRONTIER

The print ad uses a direct way to show the

fact that if you hesitate and don’t help peo-

ple who need your help badly, and the impli-

cations of your action could be great. And

even people lost their life. If you donate

today and help this child, he can continue to

live. If not, he could die. It all depends on

you. The visual impact would be massive.

04

03

MSF is an independent in te rna t iona l

medical humanitarian organization that is

committed to the armed conflict, epidemics

and natural disasters, and from the outside

o f t h e h e a l t h c a r e s y s t e m p r o v i d i n g

emergency medical aid.

MEDICINS SANS FRONTIER

The print ad uses a direct way to show the

fact that if you hesitate and don’t help peo-

ple who need your help badly, and the impli-

cations of your action could be great. And

even people lost their life. If you donate

today and help this child, he can continue to

live. If not, he could die. It all depends on

you. The visual impact would be massive.

04

05

Rain changes everything. Please drive to the conditions

06

This is a new campaign attempting to create awareness of the

dangers of driving in the rain. Most of the “Drive responsibly” bill-

boards that I have seen, usually use guilt as a weapon, but this one

takes it one step further. Basically, on a regular sunny day…. oops!

forgot we live in Vancouver… on a rare sunny day, the billboard

shows the image of a kid and a banner in the

bottom that reads “rain changes everything.

Please drive to the conditions.” Sure the kid

looks a bit pale, but other than that the billboard

is pretty standard. That’s until it starts raining

though, when it comes in contact with water, the

billboard starts “bleeding.” See it for yourself .I thought this was a very intelligent ad that

promotes not a product or a service, but an idea

or a value. But what’s best is that it is actually

effective: no more accidents! Not gonna lie though, I would’ve

thought accidents would increase just because of startled drivers

completely ignoring the road at the sight of a billboard that could

05

Rain changes everything. Please drive to the conditions

06

This is a new campaign attempting to create awareness of the

dangers of driving in the rain. Most of the “Drive responsibly” bill-

boards that I have seen, usually use guilt as a weapon, but this one

takes it one step further. Basically, on a regular sunny day…. oops!

forgot we live in Vancouver… on a rare sunny day, the billboard

shows the image of a kid and a banner in the

bottom that reads “rain changes everything.

Please drive to the conditions.” Sure the kid

looks a bit pale, but other than that the billboard

is pretty standard. That’s until it starts raining

though, when it comes in contact with water, the

billboard starts “bleeding.” See it for yourself .I thought this was a very intelligent ad that

promotes not a product or a service, but an idea

or a value. But what’s best is that it is actually

effective: no more accidents! Not gonna lie though, I would’ve

thought accidents would increase just because of startled drivers

completely ignoring the road at the sight of a billboard that could

There is a full-page picture of a woman with a black eye clearly visible under-neath her burqa. Below the image ran the slogan in Arabic, "Some things can't be covered", and a list of phone numbers for local domestic abuse shelters. In a culture that tends to turn a bl ind eye to the issue of violence towards

women, it was a shocking and powerful image.Saudi A r a b i a ' s K i n g K h a l i d Foundation ran the coun-t ry 's firs t ant i -domest ic abuse ad in national news-papers on April 17 and 18, 2013. The campaign, titled 'No More Abuse', is timed t o p r o m o t e p e n d i n g legislaton to criminalize domestic abuse.

08

ome things can't be covered.SSynopsis Harrison Smith is six years old. He has Duchenne Muscular Dystrophy. There's no treatment, no cure and very little hope.In January 2012, his Dad, Alex, set up Harrison's Fund. A charity dedicated to raising the millions needed for research. Not easy when no-one's heard of it, and you've got no budget. So he asked if we could help. The Evening Standard offered us some space. Which was a start.Then Alex told us something that shocked us. That sometimes, he wished his son had cancer instead. A disease people had heard of and that was treatable and, possibly, survivable. This desperate thought summed up the struggle, frustration and despair of a parent with a child suffering from DMD. We knew it would make a powerful ad. So pow-erful, we feared to run it. But Alex didn't.

ResultsHis courage paid off. He landed appearances on ITV and the BBC, newspapers covered the story and online, it really took off.Visits to the website went up by 17,000%. Facebook reach increased by 800%, 99% of which was viral reach beyond the existing community. And people debated and donated to the cause from all over the world. Major businesses, like Barclays Capital, pledged support.A documentary is now in the pipeline. And direct donations went up by over 200% to £65,000 and counting. But most importantly, there's now more hope for Harrison and boys like him.

I�WISH�MY�SON�HADCANCER.

07

There is a full-page picture of a woman with a black eye clearly visible under-neath her burqa. Below the image ran the slogan in Arabic, "Some things can't be covered", and a list of phone numbers for local domestic abuse shelters. In a culture that tends to turn a bl ind eye to the issue of violence towards

women, it was a shocking and powerful image.Saudi A r a b i a ' s K i n g K h a l i d Foundation ran the coun-t ry 's firs t ant i -domest ic abuse ad in national news-papers on April 17 and 18, 2013. The campaign, titled 'No More Abuse', is timed t o p r o m o t e p e n d i n g legislaton to criminalize domestic abuse.

08

ome things can't be covered.SSynopsis Harrison Smith is six years old. He has Duchenne Muscular Dystrophy. There's no treatment, no cure and very little hope.In January 2012, his Dad, Alex, set up Harrison's Fund. A charity dedicated to raising the millions needed for research. Not easy when no-one's heard of it, and you've got no budget. So he asked if we could help. The Evening Standard offered us some space. Which was a start.Then Alex told us something that shocked us. That sometimes, he wished his son had cancer instead. A disease people had heard of and that was treatable and, possibly, survivable. This desperate thought summed up the struggle, frustration and despair of a parent with a child suffering from DMD. We knew it would make a powerful ad. So pow-erful, we feared to run it. But Alex didn't.

ResultsHis courage paid off. He landed appearances on ITV and the BBC, newspapers covered the story and online, it really took off.Visits to the website went up by 17,000%. Facebook reach increased by 800%, 99% of which was viral reach beyond the existing community. And people debated and donated to the cause from all over the world. Major businesses, like Barclays Capital, pledged support.A documentary is now in the pipeline. And direct donations went up by over 200% to £65,000 and counting. But most importantly, there's now more hope for Harrison and boys like him.

I�WISH�MY�SON�HADCANCER.

07

09

he kid’s face are

Told and dirty, and they feel scare and

unhappy. They are kids but they feel old. Seeing this advertising, people will ask why? what hap-pened to them?

10

T h i s k i n d o f a d u s e a i n c o m p a t i b i l i t y p i c t u t e

a n d c a t c h p e o p l e ’s e y e s . A n d w e p a y a t t e n-

t i o n t o t h e a d a n d fi n d t h e w o r d s “ A b u s e

T h r o u g h P r o s t i t u t i o n S t e a l C h i l d r e n ' s

L i v e s . ” T h e n w e s u d d e n l y u n d e r s t a n d a n d

p a y m o r e f o c u s o n t h i s i s s u e .

ABUSE THROUGH PROSTITUTION

STEAL CHILDREN'S LIVES

09

he kid’s face are

Told and dirty, and they feel scare and

unhappy. They are kids but they feel old. Seeing this advertising, people will ask why? what hap-pened to them?

10

T h i s k i n d o f a d u s e a i n c o m p a t i b i l i t y p i c t u t e

a n d c a t c h p e o p l e ’s e y e s . A n d w e p a y a t t e n-

t i o n t o t h e a d a n d fi n d t h e w o r d s “ A b u s e

T h r o u g h P r o s t i t u t i o n S t e a l C h i l d r e n ' s

L i v e s . ” T h e n w e s u d d e n l y u n d e r s t a n d a n d

p a y m o r e f o c u s o n t h i s i s s u e .

ABUSE THROUGH PROSTITUTION

STEAL CHILDREN'S LIVES

11

Child labour ,Contaminated

drinking water,Child prostitute.

Democratic Republic of the Congo

c. 2009

It's frightening to think children

today are still forced to work in

factories, employed as prostitutes,

or don't have access to clearn

water. These are some of the many

issues Save the Children is work-

ing to make obsolete. Don't miss

our unique 'Make it a thing of past'

exhibition at Southern Cross

Station, corner of Collins and

Spencer Streets, 3-12 July.

WE MUST MAKE THIS

12

A THING OF THE PAST

11

Child labour ,Contaminated

drinking water,Child prostitute.

Democratic Republic of the Congo

c. 2009

It's frightening to think children

today are still forced to work in

factories, employed as prostitutes,

or don't have access to clearn

water. These are some of the many

issues Save the Children is work-

ing to make obsolete. Don't miss

our unique 'Make it a thing of past'

exhibition at Southern Cross

Station, corner of Collins and

Spencer Streets, 3-12 July.

WE MUST MAKE THIS

12

A THING OF THE PAST

ADCause-related

广告1101

梁丽恩

20111304216