Why is this work relevant for Direct?

The initiative of work is appealing for donation and to improve children's welfare. That's why we need to leverage an campaign to attract consumers and proactively spread out by social, maximum message exposure to reach our goal

Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including:

none

Describe the target audience and why your work is relevant to them.

All audience, especially parents, to trigger their mercy

Background

Taiwan’s health care resources are very limited for children’s medical care. National Taiwan University Children’s Hospital hopes to do more for children in Taiwan. Not only physical but also psychological treatment, They set up a foundation to get more resources to help more children through fundraising.

Describe the creative idea (30% of vote)

A new car launch film will be on air. It will ignite all men’s desire as a dream car, but in the end reveal an ambulance to transit the desire to fundraising.

Describe the strategy (20% of vote)

Men always desire their dream cars. These cars got speed, power, off-road performance, cozy interior, safety, technology, and all the enjoyment they want. However, what’s the dream car of a patient? It must has everything above to move a patient from death to life. We leverage a special new car launch campaign which is actually means the ambulance is the dream car for the ill children. To create a bridge links audience and patient,

Describe the execution (20% of vote)

The dream car campaign will also be extended to website, catalogue, and roadshow as a new car launch. People can own this car by given a model car through donation.

List the results (30% of vote)

Millions views on internet, and ten millions donation within 3 months.