Non-profit organisation, ‘Family Care For Grassroots Community‘ (热爱家园 – Rè’ài jiāyuán), in partnership with advertising agency DDB China, last week won the prestigious ‘Best of Show’ in the outdoor Lotus category at the ADFEST 2012 awards for its “Keyboard of Isolation” campaign.
Strangely enough the same agency won the same award this time last year for a different non-profit initiative the “Green Pedestrian Crossing“. You’re probably right to think that this campaign was created with winning awards in mind. Nonetheless here is a rundown of this year’s well deserved win.
Background & Objective
With a half billion netizens in China, many are unaware of how being online can alienate their family. Family Care For Grassroots Community (FCFC), a non-profit organization dedicated to community building and family care, wanted to communicate a call to Chinese internet users to encourage them to spend less time online and more time with the family in an engaging way.
On YouTube
On Tudou
Solution
DDB China & FCFC firstly set out to interview families that had poor relationships due to the overuse of computers and then record the true scenes in their family. They then made more than 100 various, vivid 9 cm figurines – crafted in the likeness of these family members, recreating the scene of them overusing computers.
A massive installation was then set-up in an IT mall and these figurines were sealed in glass jars of different sizes. The figurine filled glass jars were arranged in the form of a 5-meter-long keyboard, just like all the real-life family members being isolated in the keys. Every single person inside every single key had an isolated story. The installation was then extended to places where more people could experience it, such as outdoor plazas, hotels and metro stations.
Results
During the two months of the exhibition of the outdoor installation, an estimated audience of 1,800,000 was reached. 89% of them said they would like to spend less time online and more time with their family. Over 500 TV stations, magazines, newspapers and websites reported the campaign, creating a hard hitting topic in China. On Weibo, it also attracted 35,700 retweets and 8,296 comments. After the exhibition tour, the installation was collected and exhibited by Zendai MOMA.
Agency credit to: DDB China Group
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