City of New York - "Neck"

McCann Worldgroup

McCann Worldgroup New York, United States

5220

Это объявление является частью "ACT Responsible Collection"

Бренд: City of New York
Страна: United States

Рекламодатель: City of New York, Mayor Bloomberg' Office

Заголовок	Neck
Агентство	McCann Worldgroup
Кампания	Domestic Violence Photos - City of New York
Рекламодатель	City of New York, Mayor Bloomberg' Office
Бренд	City of New York
Posted	Май 2007
Продукт	Domestic Violence
Бизнес сектор	Против бытового насилия и сексуального насилия
философия	The Mayors Office was looking for a hard-hitting campaign; one that would get noticed and call attention to the helpline. We decided to go forward with an extremely visual campaign, serving up powerful statistics in a provocative way.
Проблема	In August of 2005, The New York City Mayor's Office wanted to utilize an outdoor campaign to bring attention to the citys Domestic Violence hotline, specifically targeting women at risk. At the time, domestic violence homicide rates were rising in the city,leading to several high-profile cases in the headlines.
Результат	On average, the number of average daily call volume has increase 64% during the campaign which makes this campaign our most successful one to date. Interestingly enough, the 311 Centers domestic violence calls has increased by 425% most, if not all, of which can probably be attributed directly to the campaign. We are continuing to work with the Hotline to gather information regarding reasons for and results of the calls (e.g. requesting shelter, wanting a referral to a DV program, requesting information on the issue, etc.). We are also tracking the languages spoken by the callers.
Тип медиа	Печать
Рынок	United States
Retouching and Illustration:	Franco Casas & Carl Ellis
Project Management	Peter Fay
Print Producer:	April Gallo
Арт-директор	audrey huffenreuter
Art Buyer	Andrea Kaye
Other	Joyce Thomas
Копирайтер	Leslie Sims
Фотограф	Leon Steele
Make-up Artist	Bill Turpin
Делопроизводитель	Lydia Wagner