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Iris > 实例探究 > 我们的一半:提高巴西基本卫生意识
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Transforming Sanitation in Brazil: A Case Study on Neve's 'Half of Us' Campaign

适用行业
  • 水泥
  • 建筑与基础设施
用例
  • 施工管理
  • 施工现场监控
挑战
如今,50% 的巴西人无法获得基本的卫生设施;这意味着大约1亿人生活在没有基本卫生条件的情况下,4000万人无法获得清洁水。这些毁灭性的数字导致了与最贫困地区儿童死亡率上升一样可怕的后果。必须要做些事情。
关于客户
此次活动的客户是巴西领先卫生纸品牌 Neve 的母公司金佰利克拉克 (Kimberly-Clark)。
解决方案
巴西领先卫生纸品牌 Neve 与 iris 合作打造了“Half of Us”创意概念。目标是提高人们对基本卫生这一关键问题的认识。该活动包括一部宣言电影,展示了获得适当卫生设施的儿童和没有获得适当卫生设施的儿童的对比现实。该活动网站允许用户创建动画 GIF 作为支持和提高认识的象征。 2017 年,Neve 利用该品牌标志性管家 Alfredo 和 Milagres do Maranhão 居民的感言来展示厕所如何改变生活。他们共同为卫生条件差的地区创造了可持续的低成本浴室模式。该活动网站提供了一份施工手册,供用户下载和访问浴室模型。
运营影响
  • The 'Half of Us' campaign had a significant impact, not only in terms of raising awareness about Brazil's sanitation crisis but also in driving action towards addressing the issue. The campaign successfully engaged a large audience, as evidenced by the high number of views on campaign videos and the creation of thousands of gifs on the website. The campaign also inspired direct action, with thousands of users clicking on the donate button and downloading the construction manual for the low-cost bathroom model. This indicates that the campaign was successful in not only raising awareness but also in providing practical solutions and inspiring action to improve sanitation conditions in Brazil.
数量效益
  • More than 75 million views on campaign videos
  • Over 44,000 gifs created on the website
  • Engagement rate of over 45% within target

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