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WaterAid uses empty water buckets to raise awareness of child poverty

WaterAid has placed 800 empty water buckets along the River Thames to represent the number of children who die every day due to a lack of clean water.

The activation is part of the charity’s Untapped appeal which raises awareness of the one in nine children who don’t have clean water, and one in three without a “decent” toilet.
WaterAid says that each of the colourful buckets in the installation could hold enough drinking water for one child a week.
The work has been created by PR agency Tin Man with KGA supporting production.
Marcus Missen, director of fundraising and communications at WaterAid, said: “Every day, millions of children miss out on school and have no time to play with friends because they have to collect water for their families. Often, the water is so dirty it can kill them.”
Via: Campaign Live

Digital Mums grabs attention with carefully censored OOH campaign

Flexible work campaigner Digital Mums is today launching the next stage of its #WorkThatWorks initiative, with ‘Clean Up The F Word’ – a national campaign aiming to change perceptions of flexible working in business.
Taking over OOH sites across the UK, the campaign on first glance seems to be censoring another well known ‘F word’ with questions such as ‘Is today the day you ask your boss to do some f******** work?’ and ‘Ever thought about f******* working?’. On closer inspection, it’s revealed that the topic in question isn’t quite what it seems, and is in fact, talking about flexible work.
A concept and campaign created by creative agency Iris as part of a pro-bono partnership with Digital Mums, ‘Clean Up The F Word’ aims to drive social awareness among both employees and employers about the benefits of flexible work – and encourage people to pledge their support by petitioning the government to change how ‘flexible working’ is officially defined.

 Via: The Drum

Pet adoption campaign has surprising fix for a tattoo of your ex's name

A new campaign by Brazilian pet retailer Petz addresses the dilemma of what to do when your relationship ends, but your ex’s name is tattooed on your body.
Agency Ogilvy Brazil invited people who wanted their tattoos removed by a professional to come to Sao Paulo-based tattoo studio Tattoo You, and then surprised them. Instead of removing the tattoo, the tattoo artists came in holding a cute dog wearing a tag with the same name as the ex-partner. The message is this: why not adopt an abandoned dog, give them the name, and you’ll never have to explain your tattoo again?
According to the agency, the stunt came as a complete surprise to all the people in the film and one, Debora Santana, has agreed to adopt the dog.
The campaign was created to highlight the issue of abadonment in Brazil: News Agency on Animal Rights ANDA estimates that there are over 30 million stray animals living in Brazil alone, of which 10 million are cats and 20 million dogs.
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Via: Creativity Online

Spotify fast forwards music when speeding to reduce traffic accidents

In Peru, 70% of traffic accidents are due to excess speeding, with many drivers not aware that they are over the speed limit when driving.
To raise awareness of excess speeding and encourage drivers to slow down, leading music streaming service Spotify introduced ‘Music Signs’. When drivers surpass the national speed restriction (100km p/h), the app automatically fast forwards the music track currently being played, matching the speed of the travelling vehicle, before showing a speeding alert. This encourages drivers to slow down, in order for the track to return to its normal playing speed.
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Via: Guerilla Blog

Engagement uplift for Stena Line by adding a programmatic mobile campaign to Out of Home

In cooperation with Isobar and Amnet Posterscope Netherlands created an Out of Home awareness campaign combined with an online mobile 360° ad for ferry company Stena Line. Combining Out of Home with a location-driven mobile campaign and a mobile audience creates an uplift with more impact and engagement. By using a programmatic strategy, the best of both mediatypes is optimally utilized to reach the target group on the biggest and the smallest advertising screen at the same time.
From Goal to Strategy
With their core business on the holiday market, visibility just before the high season with a focus on branding and awareness were the main campaign goals. To translate this into a strategy Stena Line wanted to be visible from the end of May until July because during this period most potential clients get inspired and book their holidays. Until the end of July, the campaign will be exposed on digital highway billboards, big screens at subway/train stations and on mobile with a 360° ad.
Cross channel boosting effect
For this campaign Out of home was the perfect medium to create awareness and generate exposure. The use of digital screens totally suited the campaign goals of Stena Line. To add an extra campaign layer, the programmatic trading desk Amnet purchased a mobile campaign based on geofencing (proximity) and a pre-defined audience. Therefore, they used gps-locations with a focus around train stations. The digital Out of Home screens were exposed on working days and during the weekends between 16:00 and 19:00. Whenever passersby were near a train station they both got to see the ad on the Out of Home screen and on their smartphone. To give this ad an extra brand experience Isobar created a rich media ad with the use 360°.
From insights to effectiveness
By using a mobile strategy and data it’s possible to provide insights on the effectiveness of the Out of Home campaign. It gives us the opportunity to define the number of clicks and the engagement by location. Overall the combination of Out of Home and Mobile enchances target group insights based on POI’s. We can also retrace passersby who interacted with the Out of Home object, which gives us the possibility to optimize the next campaign. This proofs that Out of Home and Mobile are the ingredients for a success formula and for creating a campaign uplift.
  
Credits
 Client:                                    Stena Line, Mariel Korpel, Stefan van Beek
Out of Home specialist:      Posterscope, Bas van den Hoogen, Roos Groesz
Experience design:              Isobar, Melvin van Gom
Programmatic:                     Amnet, Frank Meiland, Guido van Oosten
Media owners:                     CS Digital Media, Interbest, Ngage Media, OOHA media

Sticker stunt on cars encourages public to be sun-smart

South Africa has the 2nd highest rates of skin cancer in the world after Australia, and has one of the highest rates of melanoma worldwide, as far as Caucasians are concerned.
At least 20,000 South Africans are diagnosed annually with non-melanoma skin cancers, and a approximately 1, 500 are diagnosed with melanoma. However, many South Africans dismiss marks on their body and are reluctant to get checked out, and are more concerned about the marks on their cars than on their bodies.
CANSA (Cancer Association of South Africa) aim was to raise awareness of this and encourage the public to be sun-smart. Stickers mimicking that of melanoma were stuck onto the driver’s doors of cars at the beach. Upon noticing the stickers and peeling them off, the vehicle owners would see a message with sun-safe tips on the reverse, which also served as a token for a free screening down to identify potential melanoma risks.
169 dangerous melanomas were identified but due to early detection, could be easily treated.
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'Provactive' show during fashion week highlights victims of abuse

During Fashion Week, ‘The Guilty Clothes’  show was promoted using lines such as “The most provocative fashion show ever”, heavily playing on words like “erotic” and “tease”.
The invited audience sat down in anticipation, waiting for the show to start. When the models began to walk, the it quickly became apparent that the clothes weren’t erotic at all.
In fact, the models wore garments that were inspired by the clothes that victims of sexual assault wore at the time of being attacked, to portray the problem of blaming victims of sexual assault.
The Guilty Clothes project was created to show a society quick to condemn that it is not clothing that provokes rape. Victims have been returning home from work in a smart suit, running around the park in a tracksuit, or having a cup of coffee with an old friend in comfy jeans and a sweater.
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Via: Guerilla Blog

E.ON Italy ‘freezes’ historic building in Milan to highlight energy waste

M&C Saatchi Milan has created an innovative campaign for E.ON Italy, aiming to increase the energy company’s presence in the country. The integrated campaign, entitled ‘We Hate Waste’, saw a historic building in the prestigious Brera district of Milan appear completely frozen due to an air conditioner being left on for months.
On the first day of the week-long stunt no branding was used, leaving the country speculating what had happened. On the second day, E.ON’s branding was revealed at an event at the historic building to discuss energy waste issues
With the stunt taking place above the world-famous Radetzky bar, people were invited to try a limited edition Radetzky-on-the-Rocks drink, which was custom-made for E.ON.
After just a few hours of the stunt running, #palazzoghiacciato (frozen palace) was the top trending topic in Italy. The next day after the reveal, E.ON Italy was all over the news again,generating over ten million social media impressions and close to a hundred press articles and posts.
During the stunt, hundreds of passers-by stopped in the middle of the street to observe the spectacle and try to find out what was going on. To add to the drama, two fire trucks were parked on a sidewalk, with an entire brigade reacting to what seemed like an emergency, which included rescuing people from the windows in a crane. Irritated neighbours out in the cold reacted with protests and placards, reading: ‘Stop Waste’ and ‘Not in our area’.
Peter Ilyes, CEO of E.ON Italy, said: “We believe that a better tomorrow is created not by consuming more for less, but by identifying and promoting more efficient energy solutions and behaviours. We feel this strongly as a company, and we wanted to make sure this value comes through clearly in our communication, too. This is what is behind “We Hate Waste” positioning.”
Carlo Noseda, Managing Partner at M&C Saatchi Milan, added: “We all waste energy. And while it seems small on a daily basis, it accumulates to huge amounts  annually. As E.ON Italy helped us realise, true saving on energy bills comes not from hunting offers, but by behavioural and attitudinal changes.”
Vincenzo Gasbarro, Creative Partner at M&C Saatchi Milan, concluded: “Our exaggerated stunt of reckless residential waste has worked – for two days in a row E.ON Italy was the social talk of Italy. Here’s to a brave client on a long-term mission.”
The integrated campaign by E.ON Italy began in November 2016, running run across TV, print, outdoor, digital and social, including an energy check-up tool, also designed by the agency.
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Via: Marketing Communications News
 

Know No Project Raises Awareness Using OOH

In the wake of far too many recent events involving sexual assault, a group of concerned people noticed a disturbing lack of clarity around the topic of consent. Particularly in cases where victims were intoxicated or unconscious, or in cases where they knew the offender. It’s odd, really. Because if you read the definition spelled out in black and white, it is quite clear. This made Know No wonder if simply shedding light on the topic of consent, could we stop the madness, so we created a simple black-and-white guide to consent.
Video Below
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Via: Best ads on TV 

People 33% More Alert Out of Home

People out of home have a 33% heightened alertness compared with people in home, new research from the Outdoor Media Centre (OMC) has revealed.
Conducted by COG Research and Dr Amanda Ellison, doctor of psychology at Durham University, the study analysed 140 continuous hours of monitored skin conductance readings by 20 subjects who also wore eye tracking glasses throughout their day.
Matching the skin conductance highs and lows to actions and places in their daily lives, the research determined that people are significantly more alert outside of the home than in.
“This ground breaking research puts numbers to what we all sense, namely that we move around out of home in a sharper and more focused frame of mind,” said Mike Baker, CEO of the OMC.
“That has a real benefit to advertisers, who can use [the research] to target consumers at different points in their day. Contextual planning is a real benefit of the outdoor medium, and now we know that our audience is one third more attentive.”
COG Research also teamed up with OnDevice Research for another study to measure people’s mood, analysing 3,563 individuals via their mobiles at different times of day and in different places.
The results found that a consistently higher percentage of those out of home claimed to be feeling “energetic and active”, and took action at a higher rate for outdoor ads compared to other media. 23% searched for more information on a mobile device after seeing a recent outdoor ad, compared to 16% for other media
To view the full presentation and videos, click here.
Via: MediaTel and Outdoor Media Centre