通用汽車：事關人命，遵守交規

數英評分

收藏35 評論1

舉報 2014-10

掃描,分享朋友圈

在我們生活的這個地球上，每3分鐘就有1次交通事故。9位交通事故受害者，讓更多人看見違反交通的代價，他們受殘的身體與家庭，是最驚心觸目的交規標志。

1. 禁止通行。睿獅中國創意群總監曾強是廣告創意的發起人，他的洞察來自中國交通事故的數據統計。在中國，每三分鐘就有一人因交通事故受傷，每十分鐘就有一人因交通事故死亡。而行人和司機‘無視’交規正是交通事故頻發的‘元兇’。

No entry: The initator of the campaign idea, Zeng Qiang (group creative director at Lowe China) identified a problem statistic. In China, someone is injured in a traffic accident every three minutes, and every 10 minutes, someone dies as a result of one. Pedestrians and drivers failing to acknowledge and obey traffic signs are the key to these tragic figures.

2. 禁止左轉。睿獅中國深入中國殘聯和各大醫院，請來因交通事故致殘的真實人物，以他們的現身說法勾起人們的自省。睿獅團隊聯絡了100多位車禍受害者，其中9位受害者(或已故受害者的家屬)熱心出鏡。

No left turn: The Lowe China team set out to make this happen, by “sourcing” real traffic accident victims from the China Disabled Persons’ Federation and various local hospitals. The team contacted more than 100 victims. Nine victims (or relatives of a deceased victim) kindly agreed to appear in the campaign.

3. 行人止步。睿獅中國向睿獅全球創意委員會提呈了廣告創想，力求得到將想法付諸實踐的資金支持。“這一創想將提高睿獅全球網絡的聲望，”一位倡導者表示。一位不愿透露姓名的消息人士稱，睿獅后來計劃要么說服其中國重量級客戶通用汽車選擇別克參與廣告，要么另選其他汽車制造商參與廣告。

No pedestrians: The agency pitched the idea to Lowe’s Global Creative Council to obtain funding to turn it into reality. “This is an idea that will gain prestige for the network,” one advocate said. The plan, according to a source who asked for anonymity, was to then persuade Lowe’s star client in China, General Motors, to adopt the idea for the Buick brand, or to offer it to another car manufacturer.

4. 卡車禁止通行。廣告策劃一路暢行。3月中旬，9位車禍受害者一連5天在車禍發生地高舉交通指示標志。世界交通安全日(4月7日)那天，配套平面廣告亮相電臺及平面媒體。全方位傳播一起發力，向大家傳達一個信息：‘事關人命，遵守交規’。

No trucks: With the green light on, the agency got the nine victims to hold up traffic signs at the spots where their accidents actually happened in a five-day live stunt staged in mid-March, with the captured visuals running on broadcast and print media on World Traffic Safety Day (7 April). The key message: “Signs are there for a Reason. Obey the rules.”

5. 禁止掉頭。在一份簡明扼要的案例研究概要中，睿獅上海寫道：“這些因交通事故致殘的受害人或因交通事故死亡的受害人家屬極力克制自己的情緒，以真實人物充當交通指示標志，這種現身說法最具警醒作用。他們靜靜地站在車禍易發地段，高舉交通標志，提請大家遵守交規。這支關愛生命、安全出行的廣告戰役讓大家看到了違反交規帶來的惡性危害。針對事故多發地段精心制作的視覺廣告和短片直觀、犀利地傳達了道路安全的重要性。”

No U-turn: The agency wrote a nice, succint case study summary that reads in part: “Trying to be calm and hide their emotion, the victims’ amputated bodies, or the family of the deceased, say it all as they pose as human traffic signs. They quietly carry the important warnings at these accident-prone locations. The road safety campaign offers a stark warning of the dangers of not obeying traffic laws. The beautifully crafted photographs and film from the accident hot spots provide a compelling message about the importance of road safety.”

6. 限速(40公里/小時)。睿獅上海攜此作品參加了眾多廣告節的評選。除斬獲中國廣告長城獎、中國4A金印獎、Ad Stars廣告創意獎、戛納廣告節大獎、倫敦國際廣告節大獎、Spikes Asia廣告節大獎、中國艾菲獎外，《事關人命，遵守交規》還榮膺上周剛剛閉幕的One Show中華創意節全場大獎。

Speed limit (40km/h): Lowe submitted the campaign to as many award shows as possible. Its latest award from OneShow China last weekend adds to the existing haul, including wins at China Great Wall Festival, China 4As Awards, AdStars, Cannes, London International Awards, Spikes Asia, China Effies since June this year.

7. 前方紅綠燈。廣告目標(希望能)減少交通事故的發生。截至目前采集的數據：睿獅方面稱，廣告效果令人稱奇：交通事故受害者現身說法的那5天中，交通事故量較年平均值減少了50%。據悉，詳細數據還待公安部交管局統計。睿獅表示還計劃開展公眾交通安全態度調查，以評估此次廣告戰役的效果。

對于調查進度，睿獅表示鑒于有限的人力和財力，其無法明確調查的完工日期。在情感方面，增強表示：“在我眼中，他們都是英雄。這些事故受害者勇氣可嘉，他們中有人對我說，參與這次廣告宣傳也是他們自我療愈的一個過程。”

Traffic light ahead: Reduce traffic accidents (hopefully). The only statistic so far: Lowe makes the surprising claim of a 50 per cent reduction in accidents during the five-day live stunt in March by comparing it to monthly averages. More detailed statistics are still being tabulated with the Traffic Administration Bureau of the Ministry of Public Security in China, we are told. Plans are also in place for to conduct a survey about traffic attitudes among the public in order to gauge the real effectiveness of this campaign, though the agency was unable to commit to a completion date when probed, citing lack of manpower and budget.

Nonetheless, Zeng commented on the emotional aspect. “To me, they are all heroes,” he said. “These victims are very brave and some of them told me appearing in the campaign is also part of their healing process.”