Copywriting, not just copywriting. Copywriter (MrCopywriter)
As "social animals", we can sit in front of the computer for more than ten hours a day, but when we think about it, we may be "bear children" who can't move more than they can't get quiet: as if there are nails on the chair, they can't sit still, they procrastinate in doing anything, and they are particularly easy to be distracted... For this reason, it has also been hit by many boards for parents.
When you grow up, the children who used to be parents may have become parents, and they have also met naughty and active children, often "angry and not hitting", and two thoughts often swirl in their hearts: "Fight? Or not to fight?" Don't worry, passed down from generation to generation, do we really know what ADHD is?
Recently, Youdao zongheng released a public service short film to interpret "ADHD" and to uncover the truth of childhood restlessness together.
Click to watch
01
ADHD is an iceberg
We may all see only one corner
ADHD is short for the medical term "attention deficit and hyperactivity disorder", how to explain it in an easy way? Youdao zongheng uses the form of clay stop-motion animation, comparing ADHD to a small monster that only a sick child can see, and it always surrounds the child from time to time to disturb the child's attention.
Such a real murderer behind the scenes, but parents can not see it. Sure enough, in the matter of illness, there is no real empathy, as a parent, you can only see the child's frizz, hyperactivity, and ignorance.
When I saw the cartoon, the child crawled around and spilled the water on the work computer, I believe that many adults instantly felt that their fists were hard, and the first thought in their hearts was: "The bear child can't "clean up" anymore!"
Naturally, the child endured many misunderstandings from parents, and even accepted various punishments in the name of love, but ADHD was not improved at all...
The short film provides parents with a solution to find a focus area for their children to focus on, so as to help their children improve their concentration.
In the story, parents accompany their children to play Go, at this time, no matter how the little monster is demonized, the child begins to become unmoved, as if his whole body has fallen into a new world.
In a warm and focused atmosphere, the little monster disappears, which is also a scientific reason to follow, and child psychiatric experts have shown that learning Go can help children with ADHD improve their concentration.
Youdao Zongheng also specifically proposed that the understanding and companionship of family members is the best medicine to cure children with ADHD.
When parents focus on accompanying their children, the child's concentration can also be improved, in fact, Go is good, other hobbies that can improve concentration, as long as parents put down their mobile phones, give children high-quality companionship, give children more tolerance, then the little monster will eventually cease to exist.
This cartoon does not have a single narration, the creative form is simple and popular, there is almost no threshold for understanding, but it does not affect the complete expression of the story, and it also makes people feel very healing and warm.
We often say, "I don't understand human cubs," but you are willing to try it. It actively stands in the child's perspective, to understand the child, to present the real things that happen to the child, so that more people realize that the child's hyperactivity is not intentional, but a victim of "ADHD"; parents can not see the existence of the little monster, which means that they cannot understand the abnormal behavior of the child.
In fact, in the world of children, we don't only see the tip of the iceberg. Because they can't express their thoughts in their entirety, because they are still young and do not understand the world, we always easily label them and use our own code of conduct to demand children, which is not a more painful experience for children?
This cartoon not only reveals the symptoms of ADHD, but also reveals our self-righteousness as adults, always rudely judging children as "hyperactivity" or "ADHD" without screening. In a sense, invisible is also a kind of neglect, and the monster of the disease has also drilled this loophole to be able to do whatever it wants. To give love better, it starts with less neglect.
Through this film, Youdao Zongheng not only wants to help children with ADHD discover the joy of thinking and enhance their concentration, but also calls on parents: scolding and harsh rebuke are not a good path, and hope to work with parents around the world to help children defeat the little monster of hyperactivity and give children more support, respect, fun and strength.
02
Focus on children with ADHD
There are long-term public welfare initiatives
This cartoon is jointly produced by Youdao Zongheng and Beijing NetEase Public Welfare Foundation, which is very in line with NetEase's sense of social responsibility. The prevalence of ADHD adolescents in mainland China is about 6.3%, there are about 23 million children and adolescents in China, and 70% of children have been labeled as "ADHD" because of childhood activity, in China, ADHD is still a disease that lacks cognition and attention, and many parents do not understand and do not know how to understand the motivation behind children's behavior. This is also the original intention of Youdao Zongheng to make this film: let more people understand ADHD, so as to better help ADHD recover and grow.
Speaking of this wave of public welfare marketing, what is the good? There are two main aspects:
1. Starting from the child's psychology, the creative form is simple and popular, and there is no threshold for understanding.
Taking the child as the first perspective, running around with the little monster, so that parents as a bystander who knows nothing, such a role contrast, it is easy to bring people into the role of the child, and it is easier to empathize.
In fact, once the brand does public welfare for the product, for the public, the heart will be more or less vigilant. Therefore, brands also need to measure a degree, both to avoid content is too blunt and explicit, but also to avoid insufficient combination of products and public welfare points, otherwise it will cause people to resent emotions, and it is difficult to cause participation, resonance and sharing.
The animation film looks simple in terms of plot, and the product is only superficially exposed, but it is very in line with the content needs of public welfare marketing, effectively helping the audience to understand and secondary dissemination. In the process of curing children with ADHD, Go is not only a weapon to help children improve their concentration, but also a medium of emotional communication, which naturally has an emotional temperature and is difficult to refuse.
2. Adhere to the long-term nature of public welfare marketing, continue to speak out, and create a positive brand association.
During Women's Day this year, Youdao Zongheng also released a brand attitude film "Can Girls Learn Go", based on user interviews and social insights, advocating parents to jump out of the stereotype of "gender determines interest", not to determine children's interests according to gender, but to give the greatest expectations and support for each child's interest.
Click to watch
It is also around Go to express attitudes, which also reflects the long-term nature of the brand's attitude. Doing public welfare marketing is not to blow a gust of wind, but to do a burst of waves, to provide users with long-term, sustained attraction and experience.
As a children's Go platform serving more than 1 million students, Youdao Zongheng perseveres in the brand attitude, and after repeated voices and appeals, consumers will have a positive and positive association with the brand, of course, it will also achieve a win-win situation of brand reputation and social progress.
To create a good public welfare marketing topic, we must be good at finding some corners that are ignored but worth paying attention to. Next time, I don't know where you will fall?
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