SEE THE HURT THROUGH OURSELVES

TitleSEE THE HURT THROUGH OURSELVES
BrandTAIWAN FUND FOR CHILDREN AND FAMILIES
Product / ServiceTAIWAN FUND FOR CHILDREN AND FAMILIES (TFCF) IS AN INTERNATIONAL NON-GOVERNMENTA
CategoryA07. Not-for-profit / Charity / Government
EntrantGRANDI GROUP Taipei, TAIWAN
Idea Creation GRANDI GROUP Taipei, TAIWAN
PR HOME MEDIA GROUP LIMITED CITE BRANCH Taipei, TAIWAN
Production HOME MEDIA GROUP LIMITED CITE BRANCH Taipei, TAIWAN

Credits

Name Company Position
Lincoln Lai Group Group CEO
Sophia Tsai Group Group CMO
Flora Chen Group Group CCO
Carmen Wu Group Group Account Director
Haven Lin Group Group Account Manager
Rae Hung Group Group Account Executive
Peter Juan Group Group Account Executive
Devin Cheng Group Group Copywriter

Background

The new coronavirus pneumonia has hit the global economy, leading to rising unemployment and increasing social pressure, making the public tend to spend conservatively. But abused children are forgotten crying under the spread of the plague. Although family support will actively face the test of the epidemic, two major difficulties must be resolved: First, the past donations came from the long-term kindness of the public, but the epidemic caused them to cancel one after another or the donation was limited, resulting in a significant shortage of resources for family support to help abused children every year. As of April this year, the fundraising target was less than 5%. In addition, in the early stage of the epidemic, the public was trapped at home and dared not to go out rashly. This situation has increased friction, and increased opportunities for violence, in a 30% increase in child abuse incidents.

Describe the strategy

We see that when people are injured, they don’t want to suffer pain alone, so we publish sensitive, emotional content in the community, hoping to win the sympathy or attention. This is called "sad fishing" behavior in psychology. In this regard, our strategy is to make good use of this "social care", but turn it into a positive and meaningful move! The social post becomes one of the characters in the abused incident and actively spreads it so that friends around him can see the actual situation of the abused child, and then convert it into support for the abused child. Through the community mechanism, the activity will be named and taken over. Arouse concern about child abuse issues and ensure that donations are seen! Looking for the celebrities to post the scars of the abused children, turn into the positive and influenced communication, from social media to wide coverage.

Describe the execution

We chose nine real experiences of abused children to turn them into pictures of scars, allowing netizens to simulate various parts of their bodies and take photos together, so that the public can directly see the abused children. At the same time, it was observed that during the period of the epidemic, people turned to the community to actively interact with others to fill the social shortage and follow up on current affairs; and celebrities also turned to the community due to the reduced exposure of the epidemic in front of programs, physical activities and the media. Therefore, we make good use of the opportunities to stimulate the community to become active, let everyone create interactive posts to make a call for help for the silent abused children, and become the most powerful advertisement for the them during the epidemic. Arouse the great attention of your friends and the public.

List the results

As a result of the tremendous attention, the Taiwan Fund for Children and Families has successfully launched a petition to establish a Safeguarding Children Day. Following the major public health issues of SARS, it is the first time in the history of Taiwan that public welfare activities can break through from epidemic news. - Every Taiwanese has seen the reports at least three times. - Over 2,000 celebrities participated in the creation together, and the engagement beyond 2,400,000. It became the first public welfare event in Taiwan that the most celebrities responded spontaneously. - A total of more than 503 reports from domestic and foreign news media have successfully obtained media exposure value of more than RMB 18,500,000. - Donations went up dramatically compared to last year to 158%, even higher than before the pandemic.

Links

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