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Insight we trust - ONG edition 2018

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Les Français sont devenus individualistes : pour sauver le monde, ils comptent davantage sur eux-mêmes que sur les associations. Mais ils ne sont pas égoïstes pour autant. À ce jour, 40% des Français non engagés restent mobilisables. Comment faire alors pour qu’ils choisissent d'agir aux côtés des ONG ?

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Insight we trust - ONG edition 2018

  1. 1. THE FRENCH HAVE NEVER BEEN SO INDIVIDUALISTIC 85%OF FRENCH RESPONDENTS THINK THAT SOCIETY WILL GROW MORE INDIFFERENT IN THE YEARS TO COME. IFOP FOR OUEST-FRANCE, 2018 76%OF FRENCH RESPONDENTS THINK THAT SOCIETY WILL TAKE AN INDIVIDUALISTIC TURN IN THE YEARS TO COME. IFOP FOR OUEST-FRANCE, 2018
  2. 2. IT’S GOOD NEWS FOR FREEDOM
  3. 3. IT’S EVEN BETTER NEWS FOR BROTHERHOOD
  4. 4. Le mauvais individualiste, il croit en un truc, ça l’attire. Le bon individualiste, il croit en un truc, ça l’attire.
  5. 5. AND GOOD INDIVIDUALISTS BELIEVE IN THEIR ABILITY TO CHANGE THE WORLD 37%OF FRENCH RESPONDENTS THINK INDIVIDUALS ARE MOST CAPABLE OF MAKING A REAL DIFFERENCE IN OUR SOCIETY, BEFORE GOVERNMENTS (19%), COMPANIES (11%) AND SCHOOLS (11%). CSA FOR AACC, 2017 ONLY 7%OF FRENCH RESPONDENTS THINK THE NONPROFIT SECTOR IS THE MOST CAPABLE OF REALLY BRINGING CHANGE TO OUR SOCIETY. CSA FOR AACC, 2017
  6. 6. THEY’RE CHANGING IT BY... AND ONLY IN 8TH POSITION, VOLUNTEERING FOR A NONPROFIT. HARRIS INTERACTIVE, 2016 … SORTING THEIR RECYCLING … VOTING … BEING CAREFUL WITH WHAT THEY BUY
  7. 7. THE QUESTION IS: WHY DOESN’T THIS CITIZEN-BASED INDIVIDUALISM BENEFIT NONPROFITS?
  8. 8. BECAUSE PURPOSE COMPETES WITH GREAT CAUSES BECAUSE TOO MANY GREAT CAUSES KILL THE GREATNESS OF THE CAUSE BECAUSE WITH A NEW SPIRIT OF GENEROSITY COMES NEW WAYS TO GET INVOLVED 1 2 3
  9. 9. BECAUSE PURPOSE COMPETES WITH GREAT CAUSES 65%OF FRENCH RESPONDENTS SAY THEY WOULD BE WILLING TO PAY MORE TO BUY ENVIRONMENTALLY FRIENDLY PRODUCTS. EY BEACON INSTITUTE AND HARVARD BUSINESS REVIEW, 2015 40%OF CONSUMERS SURVEYED HAVE DROPPED A BRAND BECAUSE OF ITS UNETHICAL VALUES OR PRACTICES. MEDIACOM, 2017
  10. 10. Intimate words for Always Fearless Girl for SSGABring it on for H&M AND BRANDS GOT IT RIGHT BECAUSE PURPOSE COMPETES WITH GREAT CAUSES
  11. 11. BECAUSE TOO MANY GREAT CAUSES KILL THE GREATNESS OF THE CAUSE 70%OF FRENCH PEOPLE UNDER 30 SURVEYED CONSIDER THAT THERE ARE TOO MANY CAUSES AND THAT THEY DO NOT KNOW HOW TO CHOOSE. FRANCE GÉNÉROSITÉS, 2016 87%OF NON-DONORS SURVEYED DO NOT GIVE BECAUSE THEY HAVE DOUBTS ABOUT HOW DONATIONS ARE USED. L’OBS AND RUE 89, 2009
  12. 12. BECAUSE WITH A NEW SPIRIT OF GENEROSITY COMES NEW WAYS TO GET INVOLVED -11%IN DONATIONS FROM NEW DONORS SINCE 2016. FRANCE GÉNÉROSITÉS, 2017 55%OF FRENCH PEOPLE UNDER 30 SURVEYED BELIEVE THAT CHARITIES AND NONPROFITS DO NOT KNOW HOW TO SPEAK TO YOUNG PEOPLE. FRANCE GÉNÉROSITÉS, 2016
  13. 13. BECAUSE WITH A NEW SPIRIT OF GENEROSITY COMES NEW WAYS TO GET INVOLVED diffuz.com Nuit debout change.org
  14. 14. DOOMED, EVERYTHING IS DOOMED?
  15. 15. NO!WHERE THERE’S A WILL THERE’S A HOPE
  16. 16. WHERE THERE’S A WILL, THERE’S A HOPE 75%OF FRENCH PEOPLE UNDER 30 SURVEYED BELIEVE IT IS IMPORTANT TO SUPPORT THE WORK OF NONPROFIT ORGANISATIONS. FRANCE GÉNÉROSITÉS, 2016 40%IS THE RATE OF FRENCH PEOPLE WHO DO NOT CURRENTLY GIVE TIME OR MONEY BUT WHO COULD POTENTIALLY DO SO TOMORROW AS THEY FEEL CONCERNED BY THE IDEA OF COLLECTIVE UTILITY. RECHERCHES ET SOLIDARITÉS, 2017
  17. 17. ?HOW TO GET INDIVIDUALISTS TO CHOOSE TO ACT ALONGSIDE NGOS TO CHANGE THE WORLD?
  18. 18. FOR NGOS, DEMONSTRATING EFFICIENCY IS NO LONGER ENOUGH
  19. 19. INDIVIDUALISTS HAVE TO BE CONVINCED THAT THEIR COMMITMENT IS CRUCIAL TO INCREASING IMPACT
  20. 20. AND TO RALLY THEM, NGOS’ COMMUNICATIONS MUST BE +EMPATHETIC +INTENSE +CONNECTED
  21. 21. ONTENT TOGETHER STANDING TALL COME A LITTLE BIT CLOSER 1 A B 2 A B C LET’S MAKE A DEAL GOODFELLAS MAKE IT REAL YOU TALKIN’ TO ME? JUST WHEN I THOUGHT I WAS OUT...THEY PULL ME BACK IN! C DON’T WORRY, BEYONCÉ
  22. 22. ONTENT HIT HOME CRASH THE PARTY 3 A B 4 A B C BEAUTY WILL SAVE THE WORLD THE TRUMAN SHOW BECOME HACKTIVIST SILENCE… WE’RE RICKROLLING BE THE FAKE NEWS C LUKE, I AM YOUR FATHER D YOU THINK THAT’S FUNNY? D GEEK IS THE NEW CHIC
  23. 23. 1 1 TOGETHER STANDING TALL HOW? LET’S MAKE A DEAL GOODFELLAS DON’T WORRY, BEYONCÉ A B C ALONE WE GO FASTER, TOGETHER WE GO FURTHER.
  24. 24. 1 -17% 69% DECLINE IN STATE SUBSIDIES OVER SIX YEARS. KPMG, 2017 OF NONPROFIT ORGANIZATIONS FEEL THEY NEED SUPPORT TO DEVELOP COMMUNICATION TOOLS. LE BLOG DU PRO-BONO, 2017
  25. 25. A LET’S MAKE A DEAL A
  26. 26. A 93% 75% OF NGOS THAT ENTER INTO PARTNERSHIPS WITH COMPANIES DO SO TO HAVE MORE FINANCIAL RESOURCES C&E CORPORATE-NGO PARTNERSHIPS BAROMETER, 2017 OF NGOS THAT FORM PARTNERSHIPS WITH COMPANIES DO SO TO BROADEN THEIR NETWORK AND AUDIENCE C&E CORPORATE-NGO PARTNERSHIPS BAROMETER, 2017
  27. 27. Movember for L’Oréal, Faguo and Movember - 2017 To support the Movember movement, L'Oréal Men Expert and Faguo launched a limited sweatshirt edition, which was sold with a beard grooming kit, to support the men's health cause. All profits were donated to the Movember Foundation. Allow consumers to indulge while supporting a cause. PARTNER WITH BUSINESSESA
  28. 28. #APRRcontrelabandon for APRR and the SPA - 2017 APRR experienced an increase in pet abandonment at highway rest areas during the summer months and committed to working alongside the SPA against this phenomenon. Partner with a company facing the same challenge in order to share complementary resources to overcome it. PARTNER WITH BUSINESSESA
  29. 29. Man on the Moon for John Lewis and Age UK - 2016 Like at every Christmas, John Lewis unveiled a moving film that has become a real family highlight. This campaign had even more impact as it also promotes Age UK, an organization that helps the elderly out of exclusion and loneliness. Benefit from a brand's impact and audience to create a large-scale campaign. PARTNER WITH BUSINESSESA
  30. 30. B GOODFELLAS B
  31. 31. La Course des héros - Annual La Courses des héros (The Heroes Race) is a major charity event, allowing everyone to run or walk for the cause of their choice. Over 200 causes are represented. Create a major annual event open to any nonprofit to share costs and organizational efforts, and get the attention of the general public. TEAM UP WITH NONPROFITS B
  32. 32. Printemps Solidaire - 2017 The Printemps Solidaire (Supportive Spring) operation, supported by 70 nonprofits and celebrities, aimed to urge France to increase its funding for international solidarity and development aid. The campaign directly challenged Emmanuel Macron to uphold France’s pledge to allocate 0.7% of its wealth to public aid for the development of the poorest countries. Join forces with other NGOs in the same battle to capture the public's attention. TEAM UP WITH NONPROFITS B
  33. 33. C DON’T WORRY, BEYONCÉ C
  34. 34. 92% OF CONSUMERS TRUST INFLUENCERS MORE THAN ADVERTISING OR CELEBRITIES. MUSEFIND, 2016 C
  35. 35. #MaintenantOnAgit for La Fondation des Femmes - 2018 #MaintenantOnAgit (#NowWeAct) is a campaign to support the fight against violence against women. In a column published in Libération, in collaboration with France Inter, 130 personalities committed to taking - and invited society as a whole to do so also - concrete action against violence against women. They also spread the message by relaying the hashtag on their social media channels. The Césars Ceremony highlighted the operation by inviting participants to wear a white ribbon. Amplify the reach of the message by having it carried by relevant personalities and by capitalizing on key events. JOIN FORCES WITH INFLUENCERS C
  36. 36. FIJI One Sip Forward for The American Film Institute (AFI) - 2018 In partnership with the Fiji Water brand, AFI, an organization that promotes gender equality in Hollywood, snuck into the 2018 Golden Globes Ceremony to challenge the stars. For every picture of a star taking a sip of Fiji Water, the brand pledged to donate $1,000 to AFI. Gain visibility by being present where the cameras and eyes of the world are pointing. JOIN FORCES WITH INFLUENCERS C
  37. 37. #BrutalCut for ActionAid International - 2017 To raise awareness and combat the cultural phenomenon of female genital mutilation, ActionAid called on Youtubers. Their videos were brutally by ActionAid’s awareness campaign followed by the BrutalCut hashtag. Capitalize on Youtubers' audiences to make the voice of those who do not have the means to make themselves heard, heard. JOIN FORCES WITH INFLUENCERS C
  38. 38. 2 COME A LITTLE BIT CLOSER 2 HOW? MAKE IT REAL YOU TALKIN’ TO ME? JUST WHEN I THOUGHT I WAS OUT… THEY PULL ME BACK IN! A B C FACED WITH AUDIENCES WHO FEEL LESS AND LESS CONCERNED BY THE ACTION OF NGOS, IT IS NECESSARY TO REFRAME THE FIGHT. THE BEST WAY FORWARD IS TO CREATE A CONNECTION BETWEEN THE PEOPLE AND THE PROBLEM.
  39. 39. 51% 58% OF FRENCH PEOPLE UNDER 30 SURVEYED FEEL VERY DISTANT FROM THE NONPROFIT WORLD. FRANCE GÉNÉROSITÉS, 2016 OF THE FRENCH NON-DONORS SURVEYED WOULD BE WILLING TO GIVE IF IT WAS A CHARITY WHOSE CAUSE AFFECTED THEM PERSONALLY OR SOMEONE IN THEIR IMMEDIATE FAMILY. L’OBS WITH RUE 89, 2009 2
  40. 40. A MAKE IT REAL A
  41. 41. A “AND THEREFORE IT IS PROPER TO IT TO KNOW A FORM EXISTING INDIVIDUALLY IN CORPOREAL MATTER, BUT NOT AS EXISTING IN THIS INDIVIDUAL MATTER. BUT TO KNOW WHAT IS IN INDIVIDUAL MATTER, NOT AS EXISTING IN SUCH MATTER, IS TO ABSTRACT THE FORM FROM INDIVIDUAL MATTER WHICH IS REPRESENTED BY SENSE IMAGES. THEREFORE WE MUST NEEDS SAY THAT OUR INTELLECT UNDERSTANDS MATERIAL THINGS BY ABSTRACTING FROM SENSE IMAGES.” SAINT THOMAS AQUINAS
  42. 42. A1 BECOME A SEX SYMBOL A1
  43. 43. The Truth Unveiled for IPRAS WomenForWomen - 2017 For Women's Day and for the first time in India, a woman victim of an acid attack revealed her scars on the set of a national television news program. She called for support and encouraged other victims to stop hiding. Turn certain victims into symbols of your cause so that they reveal the truth and make it difficult for the general public to ignore it. CREATE A SYMBOL A1
  44. 44. The Refugee Nation for Amnesty International - 2016 In January 2016, the International Olympic Committee announced the creation of a refugee team for the Rio Games, a first in the competition’s history. To bring these athletes together and strengthen their team spirit, Amnesty International created an anthem and flag. The orange flag, crossed by a horizontal black stripe, is inspired by the life jackets worn by the refugees during their journey. Make projects more concrete by creating identity symbols with which the general public can identify. CREATE A SYMBOL A1
  45. 45. Life Time Clock for Fürs Leben - 2014 To stop the decline in organ donations and encourage Germans to get their donor card, the Fürs Leben association introduced them to Kevin and his hourglass. The sand that flows inside the hourglass symbolizes the time Kevin has left to live. The hourglass, located in very busy places, changed location and patient after each successful transplant. Raise awareness of the urgent need to act by confronting the general public with symbols that provoke a reaction and foster commitment. A1 CREATE A SYMBOL
  46. 46. Winter 08 for Fondation Abbé Pierre - 2008 The Abbé Pierre Foundation launched a campaign against inadequate housing, which used display surface area to symbolize the narrowness of the homes of the most vulnerable members of society. It is about confronting people with what living in 7 or 12 square meters can really look like. Use the communication carrier so that it is not only a medium, but also makes the message more concrete. A1 CREATE A SYMBOL
  47. 47. A2 VOTED PRODUCT OF THE YEAR A2
  48. 48. #SMOKLM for la Fondation du Souffle - 2018 For World No Tobacco Day, the Fondation du Souffle, in partnership with Roche Pharmaceuticals, launched an awareness campaign aimed at young people. Inspired by the unboxing trend, this campaign focuses on the immediate and directly perceptible effects of smoking rather than recalling the long-term, harmful side effects. Bypass the moral discourse by relying on a consumer trends to raise awareness. BETTING ON PRODUCTIZING A2
  49. 49. I’m Sorry Flowers for Center for Women’s Rights - 2017 In 2017, the newly appointed government of Poland decided to stop funding charities providing assistance to women victim of sexual abuse. In response, the Center for Women's Rights created the "I'm Sorry Flowers”, which symbolize apologies for every act of violence, many of which can result in the death of the victim. These flowers were sent to Polish MPs and sold by florists. Materialize the consequences of a political decision. BETTING ON PRODUCTIZING A2
  50. 50. Writing Our Rights for Ignite - 2017 Convinced that leadership initiation is as fundamental for girls as learning to write, Ignite published a writing book featuring the words of great female politicians. Capitalize on tools already used to easily convey the message to the target. BETTING ON PRODUCTIZING A2
  51. 51. Socks Trust: Give Socks Not Dogs for Dogs Trust - 2016 Given the large number of puppies gifted at Christmas and quickly abandoned after, the Dogs Trust charity recommended choosing gifts requiring less attention and therefore less likely to be returned: socks. The charity changed its name to Socks Trust and released a collection of festive socks representing these abandoned puppies. Propose a concrete alternative to the general public so they can reconsider the decisions most usually taken. BETTING ON PRODUCTIZING A2
  52. 52. B YOU TALKIN’ TO ME? B
  53. 53. ONLY 58% THE LAW OF PROXIMITY OF THE FRENCH UNDER 30 SURVEYED CARE ABOUT THE CAUSES CURRENTLY ADDRESSED BY CHARITIES AND NONPROFIT ORGANIZATIONS FRANCE GÉNÉROSITÉS, 2016 LAW OF JOURNALISTIC PRACTICE THAT DICTATES THAT THE MORE DISTANT A READER IS FROM A NEWS STORY, THE LESS ATTENTION THEY GIVES TO IT B
  54. 54. Oceans of the Future for Greenpeace - 2018 To warn about the state and future of our oceans if nothing changes, Greenpeace unveiled a striking exhibition in an aquarium, diving into the oceans of tomorrow: where plastic bags have replaced fish. Transform a place that the general public knows and loves to get the message across. BRING THEM CLOSER B
  55. 55. Refugees for Collectif Nation Refuge - 2017 The Collectif Nation Refuge, an organization dedicated to helping refugees, released a shocking film featuring a family trapped in a burning apartment, blocked by a wall. This situation illustrates what the refugees are going through. Transpose the situations experienced by others into our daily lives. BRING THEM CLOSER B
  56. 56. 25m2 Syria for La Croix-Rouge - 2016 In Norway, the Red Cross exposed the Syrian tragedy by replacing a room in an IKEA store with an exact copy of an apartment in Damascus, Syria. Give the feeling of being in a country at war, a stronger vector of emotion than photos or videos that create a distance between the situation and the public. BRING THEM CLOSER B
  57. 57. Most Shocking Second a Day video for Save The Children - 2014 To raise awareness among the English about the living conditions of children in countries at war, often distant, Save The Children imagined what the peaceful daily life of a London child would become if a war struck England. Transpose the harsh conditions experienced by others onto our daily lives for greater impact. B BRING THEM CLOSER
  58. 58. C JUST WHEN I THOUGHT I WAS OUT... THEY PULL ME BACK IN C
  59. 59. 65% OF CONSUMERS SURVEYED SAY THAT AN INTERACTIVE EXPERIENCE WITH A BRAND ALLOWS THEM TO BETTER UNDERSTAND THE USEFULNESS OF ITS PRODUCT/SERVICE. BCEX | BOBCAR MEDIA, 2017 C
  60. 60. C1 TRY IT, YOU’LL LOVE IT C1
  61. 61. Laurence’s Secret for Addict Aide - 2018 For a month, Addict Aide hosted an escape game in the reality and daily life of a chronic alcoholic woman, aiming to illustrate how easy it is to miss the signs of addiction in a loved one. Immerse the public in the intimacy of beneficiaries to create a proximity that allows people to observe and learn about their daily lives. OFFER AN EXPERIENCE C1
  62. 62. Stop the Horror for Go Gentle Australia - 2018 On the eve of a vote on the legalization of euthanasia, Go Gentle Australia released a terrifying spot showing the end of a terminally ill patient's life, which can be stopped at the press of a "Stop the Horror" button at the bottom right of the screen. A petition pops up inviting us to really put an end to the horror. Put the public in a compassionate position by immersing them in the unfiltered pain of a patient, forcing them to take a stand. OFFER AN EXPERIENCE C1
  63. 63. Playing Dates for Save The Children - 2017 To educate adults about the dangers of the Internet, Save The Children tricked adults. After chatting with them on social networks and setting up a date, these adults discover on arrival that the person they thought they were talking to is quite different from what they expected. Swap roles so that the public realizes that even it can be deceived. OFFER AN EXPERIENCE C1
  64. 64. C2 DIY C2
  65. 65. INVOLVE C2 #MélaniePeutLeFaire for UNAPEI - 2017 To make mentally disabled people visible and integrate them into society, UNAPEI helped Mélanie, who has Down's Syndrome, make her dream come true. The @MélaniePeutLeFaire (@MelanieCanDoIt) Facebook page was created to get 100,000 likes and draw media attention to her project to present the weather forecast on television. Involve the public by giving it an important role in carrying out the operation.
  66. 66. The Quest for Knowledge for NORAD - 2017 The Norwegian Agency for Development and Cooperation launched an interactive game to raise interest and understanding among young Norwegians about the role and use of humanitarian aid funds. Adopt a recreational approach to explain your actions to potential future donors. INVOLVE C2
  67. 67. Ice Bucket Challenge for ALS Association - 2014 The ALS Association managed to transform a challenge between friends, which consisted of filming themselves pouring a bucket of ice water over their heads and daring someone else to do the same, into a global event at the service of the fight against amyotrophic lateral sclerosis. The Ice Bucket Challenge brought all audiences together, from the anonymous to celebrities. With $100M in funds raised, the phenomenon has also contributed to the notoriety of a little-known disease. Rely on simple, accessible and shareable initiatives to encourage participation. C2 INVOLVE
  68. 68. 3 HIT HOME 3 HOW? BEAUTY WILL SAVE THE WORLD THE TRUMAN SHOW LUKE, I AM YOUR FATHER YOU THINK THAT’S FUNNY? A B C D TODAY, WE HAVE TO SPEAK TO PEOPLE BASED ON WHO THEY ARE. THE STRONGER THE EMOTION FELT, THE MORE THE MESSAGE WILL HIT HOME.
  69. 69. 3 x2 THE SUCCESS OF A CAMPAIGN CAN BE ATTRIBUTED TWICE AS MUCH TO ITS EMOTIONAL CONTENT THAN ITS RATIONAL CONTENT. BRAND IMMORTALITY BY PRINGLE & FIELD, 2009 THE STRONGER THE EMOTION GENERATED, THE BETTER THE MEMORIZATION OF THE CONTENT. AOL AND ILIGO, 2018
  70. 70. A BEAUTY WILL SAVE THE WORLDA
  71. 71. ONLY 26% OF FRENCH RESPONDENTS BELIEVE THAT THE STORIES CAMPAIGNS TELL ARE GETTING MORE INTERESTING. KANTAR TNS, 2018 THE HUMAN BRAIN RETAINS 80% OF AN IMAGE VERSUS 20% OF A TEXT. INFLUENCIA, 2015 80% A
  72. 72. SickKids VS for SickKids Foundation - 2018 The SickKids Foundation showcases the many battles being waged by children, parents and employees around the SickKids Foundation. By adopting an inclusive approach, the foundation hopes to convince people to donate. Mimic advertising codes used by major lifestyle brands. USE CRAFT A
  73. 73. #ChangeonsDeRegard for Burns and Smiles - 2018 With "Cinéma," the sequel to the “Halloween” film, the Burns and Smiles association presents another moment in the life of this fire victim. The film shows how the consideration of others and self-acceptance can break the cycle of loneliness. Adopt a tone and perspective akin to reporting to build trust with the audience. USE CRAFT A
  74. 74. #ShutUpDeath for Médecins du Monde - 2017 A Médecins du Monde campaign to inform the public about the extent of its actions abroad. Use a documentary aesthetic and a subjective point of view to immerse the audience in your cause. USE CRAFT A
  75. 75. Your Signature Is More Powerful Than You Think for Amnesty International - 2008 In order to raise awareness and mobilize everyone, Amnesty International France highlighted its key mode of action, which fights against violations of freedom of conscience and expression: signatures. Embody your cause fully using graphic design. USE CRAFT A
  76. 76. B THE TRUMAN SHOW B
  77. 77. 48% OF CONSUMERS SURVEYED SAY THEY DO NOT LIKE ADVERTISING BECAUSE IT LACKS REALISTIC SCENARIOS. CLUTCH, 2018 B
  78. 78. A Board Game for l’Observatoire des inégalités - 2017 Two weeks before the French presidential elections, the Observatoire des inégalités wanted to bring new visibility to the fight against inequality. It shows the inequalities that exist in France today in an original way: by observing children playing a famous board game, but adding more realistic rules. Use children's eyes to denounce inequalities to which adults seem to have become accustomed. USE SOCIAL EXPERIMENTS B
  79. 79. For 1 Look for Depaul - 2015 Depaul organized a live experience to make people realize that we pay more attention to animals than to homeless people on the street, thus changing the way we look at the homeless. For one day, a homeless person and a dog stayed in the same location and each glance at one and/or the other was counted using a hidden camera. Build your rhetoric on a proven record of experience. B USE SOCIAL EXPERIMENTS
  80. 80. 10 Hours of Walking in NYC as a Woman for Hollaback - 2014 To denounce the harassment of women on the streets of New York, Hollaback asked an actress to walk for ten hours in various parts of Manhattan, filming herself with a hidden camera. Show the reality of a context through a real experience that can be shared. B USE SOCIAL EXPERIMENTS
  81. 81. C LUKE, I AM YOUR FATHER C
  82. 82. PSYCHOEVOLUTIONARY THEORY SURPRISE IS AN EMOTION THAT HAS THE UNIQUE ABILITY TO HEIGHTEN OTHER EMOTIONS. WHEN YOU'RE SURPRISED AND HAPPY, YOU'RE EUPHORIC. ROBERT PLUTCHIK, PSYCHOLOGIST C
  83. 83. Unsilenced for La Parole aux sourds - 2018 La Parole aux sourds wants to give voice to the deaf with a campaign that highlights the emotions they may feel on a daily basis, as well as society’s general lack of understanding of the condition. Resort to aesthetics and the unexpected to give more resonance to your cause. LEVERAGE SURPRISE C
  84. 84. #TooLatergram for WWF - 2018 In order to raise awareness about the damage caused by pollution, WWF asked Instagram influencers to publish photos of formerly idyllic places that are now completely polluted. Use the visual trends popular on social networks to catch the attention of Internet users. LEVERAGE SURPRISE C
  85. 85. Evan for Sandy Hook Promise - 2016 Founded after the 2012 shooting in an American school, Sandy Hook Promise’s mission is to make the American public aware of the warning signs of an act of violence among at-risk teenagers. With this film, the association invites everyone to keep an eye out for the warning signs. Use the foreground and background shots of the film to tell two different stories. LEVERAGE SURPRISE C
  86. 86. The Pasta Necklace for Secours populaire - 2002 To remind us that misery is still a topical issue, and that every day in France two million people don't have enough to eat, Secours Populaire created a film portraying simple family joys, but with an unexpected twist. Distort a happy situation that most families experience at least once. C LEVERAGE SURPRISE
  87. 87. D YOU THINK THAT’S FUNNY? D
  88. 88. 48% OF CONSUMERS SURVEYED CONSIDER HUMOR TO BE THE MOST IMPACTFUL ELEMENT IN A COMMERCIAL. KANTAR TNS, 2017 D
  89. 89. Cansa Testi-Monials for Cansa - 2017 When diagnosed early enough, testicular cancer is easily curable. To break the taboo and encourage men to talk and regularly have their testicles checked by their physician, Cansa gave them a voice. Use avatars to avoid potential embarrassment. USE HUMOR D
  90. 90. Be the Guy for Be the Match - 2017 Be the match was looking to recruit new bone marrow donors among adults ages 18-24. It launched a mobile campaign in the form of a series of short films demonstrating that becoming a donor in no way interferes with daily habits. Opt for short formats that use humor and absurdity. USE HUMOR D
  91. 91. El placer de no tener cáncer for the Colombian League Against Cancer - 2017 To raise awareness among men about the prevention of testicular cancer, the Colombian Cancer League makes fun of a typical male habit. Draw inspiration from a target-specific insight to best raise awareness of the message. USE HUMOR D
  92. 92. L’ennui for Jaccede - 2017 For World Disability Day, Jaccede promoted its dedicated platform on which it lists places accessible to people with reduced mobility. It presented a humorous film that also conveys a positive image of people with disabilities. Use self-deprecating humor to dedramatize the message. USE HUMOR D
  93. 93. Avoid Gossip at Work, Hire a Blind Person for Norges Blindeforbund - 2011 The Norwegian Association for the Blind managed to speak out for their cause with humor. It aimed to prove that blindness, in certain circumstances, is a great asset. Use derision to inspire sympathy and closeness to cause. D USE HUMOR
  94. 94. 4 CRASH THE PARTY 4 HOW? BECOME HACKTIVIST SILENCE… WE’RE RICKROLLING BE THE FAKE NEWS GEEK IS THE NEW CHIC A B C D TO STAND OUT FROM THE MULTITUDE OF MESSAGES SENT OUT EVERY DAY, NO TOUCHPOINT SHOULD BE NEGLECTED, EVEN THE MOST UNEXPECTED ONES. BREAK INTO PEOPLE'S DAILY LIVES!
  95. 95. 4 600 98% THE NUMBER OF MESSAGES CONSUMERS ARE EXPOSED T O EACH DAY, OF WHICH ONLY 30-80 ARE RECEIVED. PUBLICITOR BY DE BAYNAST & LENDREVIE, 2014 OF FRENCH RESPONDENTS CONSIDER BRAND COMMUNICATIONS INVASIVE. KEEP CALM, 2018
  96. 96. A BECOME HACKTIVIST A
  97. 97. 88% FRENCH PEOPLE FOLLOW THE NEWS DAILY, MAINLY THANKS TO DIGITAL AND TELEVISION. DENTSU AEGIS NETWORK, 2018 A
  98. 98. No Day off for Horror for Emmaüs - 2017 During the summer holidays, the French are on vacation but the news does not take a break. Every summer, the better conditions at sea contribute to an increase in the number of migrations and the probability of new tragedies. To make sure no one forgets this, Emmaus decided to act with a film that reminds us of our freedom to move. Prevent the topic from being forgotten during slow periods, like the holidays. HACK THE NEWS A
  99. 99. #20minutesofaction4change for White Ribbon - 2017 As a result of a father reducing to "20 minutes of action" the sexual assault her son is guilty of, the White Ribbon movement launched a campaign hijacking this sentence to encourage fathers to better educate their sons when it comes to respect for women. Turning reprehensible comments into positive speaking opportunities. HACK THE NEWS A
  100. 100. Je ne supporte pas les bleus for Elle’s imagine’nt - 2016 Over the duration of the Euro, an average of 10 women were beaten to death by their partners in France. The organization Elle's Imagine'nt took action during this major event to denounce domestic violence, raise awareness and collect donations via the campaign: « Je ne supporte pas les bleus » Catch the public off guard by stating radically different opinion (at first sight) than the crowd’s. HACK THE NEWS A
  101. 101. The Marathon Walker for Water for Africa - 2015 A woman ran the Paris Marathon with a jug of water on her head as a stunt campaign for Water for Africa on the occasion of the famous Paris sporting event. It aimed to draw attention to the lack of access to safe drinking water in Africa and to show that women travel miles every day to get it. Show how an exception for some, is part of everyday life for others. A HACK THE NEWS
  102. 102. B SILENCE... WE’RE RICKROLLING B
  103. 103. "THE BEST STORIES DON’T TEACH PEOPLE ANYTHING NEW. INSTEAD, THE BEST STORIES AGREE WITH WHAT THE AUDIENCE ALREADY BELIEVES AND MAKES THE MEMBERS OF THE AUDIENCE FEEL SMART AND SECURE WHEN REMINDED HOW RIGHT THEY WERE IN THE FIRST PLACE.” ALL MARKETERS ARE LIARS PAR SETH GODIN, 2005 B
  104. 104. Tu seras un homme mon fils for Fondation des Femmes - 2018 After #MaintenantOnAgit, the Fondation des Femmes launched a new campaign. Inspired by Rudyard Kipling’s poem, the film shows men with their sons in their everyday life to underline the fundamental role they play in their son’s education on gender equality. Use artwork known by your target audience and adapt it to the present context to convey new messages. HACK CULTURAL REFERENCES A
  105. 105. #PasDeSanteSansToit for Médecins du Monde - 2018 When the winter truce ends, thousands of people will be sent a eviction notice. Médecins du Monde wanted to put those who have the power to change things in their shoes. A non-expulsion notice was sent to the President and members of the government to remind them of their responsibility: to guarantee access to decent housing and medical treatment for all those who do not have it. Use an administrative symbol at the heart of current political events to catch the attention of elected officials. HACK CULTURAL REFERENCES B
  106. 106. The Immunity Charm for The Afghan Ministry of Public Health - 2017 Afghanistan is one of the countries with the highest infant mortality rate, partly linked to its low immunization rate. To help medical services keep track of vaccines and renewals, by avoiding the use of paper documents that are difficult for mothers to understand and easily lost, doctors use the bracelets given at birth to protect children from bad luck. Use important, identifiable objects to get people's attention. HACK CULTURAL REFERENCES B
  107. 107. Footnote for the Breast for Medcare Women and Children’s Hospital - 2017 In the midst of rapid development, the Middle East is modernizing but also maintains very conservative religious values, backed by a real taboo around discussing women's bodies. To encourage women to have their breasts checked regularly and thus prevent cancer, Medcare Women and Children's Hospital has managed to get the message across discreetly. Meddle in the habits of the people you are addressing to capture their attention. HACK CULTURAL REFERENCES B
  108. 108. Stayin’ Alive for British Heart Foundation - 2012 In the UK, the British Heart Foundation, campaigning for the promotion of a simplified version of CPR (without rescue breath or counting) found the solution for emergency response to a heart attack victim. After calling 911, do CPR following the rhythm of “Stayin’ Alive” by the Bee Gees. Use mnemonic devices to transform a cultural reference into a reminder of a message or cause. B HACK CULTURAL REFERENCES
  109. 109. C BE THE FAKE NEWS C
  110. 110. 89% OF FRENCH RESPONDENTS SAY THEY TAKE ADVANTAGE OF THE ADVERTISING BREAK TO DO AN ACTIVITY THAT REQUIRES CHANGING ROOMS. OPINIONWAY FOR SYNC, 2017 C
  111. 111. #StopThisMovie for FIDH - 2017 Since the re-election of President Pierre Nkurunziza in 2015, the country has been going through a period of unprecedented violence, leaning towards genocide. To alert international opinion, the International Federation for Human Rights released the trailer for a film that is gradually becoming a reality and called for action to stop the film. Capture public attention the same way blockbusters do using film techniques. HACK THE MEDIA C
  112. 112. The Truth-Revealing Banners for Amnesty International - 2017 Amnesty International uses Youtube banners to spread the truth. On the videos of various dictators, a Youtube banner is displayed, taking the form of subtitles. These subtitles reveal the truth behind the dictators' official statements. Use digital advertising formats to surprise Internet users and to give precise context to the message. HACK THE MEDIA C
  113. 113. The Safety Jingle for PEVR - 2016 While radio presenters ask their listeners on average 46 times a day to call them, send an SMS or react on Facebook, 80% of people listen to the radio in their car. The nonprofit Parents d'Enfants Victimes de la Route provides radio presenters with a tool to remind people of the danger of using the telephone while driving. Choose the most appropriate medium when the target is in contact with or close to the cause. HACK THE MEDIA C
  114. 114. D GEEK IS THE NEW CHIC D
  115. 115. 34% 85% OF FRENCH INTERNET USERS USE AN ADBLOCKER. KANTAR TNS, 2017 OF FRENCH PEOPLE UNDER 35 SURVEYED ARE IN FAVOUR OF THE PRESENCE OF BRANDS ON SOCIAL NETWORKS TO FACILITATE INTERACTION. DISKO, 2017 D
  116. 116. Fighting Cancer for Cancer@work - 2018 Cancer@Work launched an awareness campaign so that people with cancer are no longer victims of professional exclusion. To change the way people view illness in the workplace, it introduced "Fighting Cancer" as a skill on LinkedIn. Present certain hardships as a real-life experience full of lessons. HACK SOCIAL MEDIA D
  117. 117. Unsafety Check for Black Lives Matter - 2017 Before Donald Trump's inauguration, Black Lives Matter wanted to start a conversation about the impact of racism in our society. It released the Mark Yourself Unsafe app based on Facebook's famous Safety Check, which lets friends know you're safe. Show the widespread sense of insecurity shared by some communities. HACK SOCIAL MEDIA D
  118. 118. #APremiereVue for SOS Amitié - 2017 #APremiereVue (#AtFirstSight) is a mobile campaign that takes advantage of the hidden surfaces of videos on a Facebook news feed to reveal the distress of SOS Amitié callers. A suffering that often goes unnoticed. Highlight the gap between observed facts and reality using social media content formats. HACK SOCIAL MEDIA D
  119. 119. #NoLikesForRacism for Licra - 2015 La Licra unveiled its new campaign, #NoLikesForRacism, on Facebook. This mobile video campaign, based on Facebook's "like," aims to get young people to fight ordinary racism on the Internet. Hijack social network codes to prompt Internet users to display their dissatisfaction with broadcast content and comments. D HACK SOCIAL MEDIA
  120. 120. WHAT ABOUT TOMORROW?
  121. 121. Orizon for Greenpeace - 2018 The day after the opening of the Cop23, Greenpeace denounced "the cynicism of corporations and the hypocrisy of States whose actions do not live up to the commitments made at the Cop21." Entitled Orizon, this campaign features a fake real estate agency that has adopted a "predictive real estate" approach. It simulates sea-level rise to figure out which properties will seafront in a few decades. Combine predictive analysis and dystopic narrative to shock and educate the general public. DATA FOR NONPROFITS
  122. 122. Game Chaingers for Unicef - 2018 Unicef carried out the first humanitarian fundraising campaign using a cryptocurrency. By calling not on your money, but on your computer with a graphic card, the fundraising campaign targets a new category of donors. Adapt the fundraising method to the donor category. RAISING FUNDS USING CRYPTOCURRENCIES
  123. 123. Contact : Emmanuel Anjembe Head of Strategy & New Business emmanuel.anjembe@tbwa-corporate.com +33 1 49 09 26 48 ERCI

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