Objective
To encourage people reflect the core message of humanitarianism and pass on humanitarianism spirit to take it serious concerning about the war children.
Message
即使你是甚麼身份，
也逃不了你在戰爭中的命運。
War can destroy you, who ever you are.
Insight
Identity Exchange Centre
- Let people have a chance to experience a new life after exchanging identity.
Target Audience
Secondary Students & Organization & Community
Stage 1
- Awareness -
"Identity Exchange Centre" gives feeling of fantasy and draws many pictures to people. It provides a trial platform to experience life of the new identity. Mysterious since we do not try to show off all things in the first stage.
Print Ads & TVC I
Raise the awareness & call for action to click our website and download the apps.
Showing that identity can be exchanged. Just like a introduction of our exhibition. A conceptual and strange movement of the role inside the TVC to get the audiences to see why the role is keeps changing the clothes. And then they will get into our website to know more.
Stage 2 & 3
Information & Call for Action
It provides the information of Identity Exchange Centre in Website and TV commercial II. The aims is to bring and reveal the core message - War can destory you, who ever you are. After raising the people's awareness, the website is to educate the knowledge of humanitarianism and encourage people to visit the centre.
- TVC II -
Bring and reveal the core message - War can destroy you, who ever you are.
Showing that war can destroy you, who ever you are. To let people know the after life experience during the war of the main character. War can destroy the identity of the character and leading her to have nothing.
- Website -
1. Provide Information
2. QR code for downloading app
In order to promote effectively, for the process of exchanging, they have a chance to share their new identity to social media, including Facebook, Instagram and Twitter etc. Let more people know about our Identity Exchange Centre for attracting more people to involve in our Centre. In website, it would provide the QR code for the users to download the app in their smartphone in order to experience more about the new identity in playing games.
- Direct Mail -
Passport
Main concept of DM
By using passport as the format, it represents the personal uniqueness and the symbol of identity. And then the organization and communities will be received this DM which encourage students to download our apps and join together of a team to go exhibition in our Centre.
- Mobile Apps -
Information & Call for action
The apps is similar with the website which targets can choose their identity in the virtual society, to experience the life of the chosen role, which can drive the targets interest to the game and get awareness. During the game, people will be assumed to experience a war and then we will show our core message in the game to call people for action to visit the exhibition. The game can hold a long period that our target audiences can play our game continuously; they can experience the role after the war and to know the life changing and what they are doing in the war. Therefore, our target audiences can experience two roles in our game, one is the identity they have chosen, and another is just like refugee.
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- Stage 4 Retention -
The first thing is the game can hold a time that our target audiences can play our game continuously, which can drive the retention to let people connect this game in a period. Then, in the process of the game, our targets will receive the information to call for action to them going to our exhibition. After the visiting of the exhibition, our targets will be invited to share our apps and website to their friend with 10 minimum quotas through social media and then they will be praise and given a new and identity card which is called the Ambassador in Humanitarianism of Red Cross.