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《地震》《洪水》《战争》(获2013戛纳国际创意节金狮奖)广告主:新加坡“解决危机”组织(CRS)广告代理:阳狮新加坡文案:“声援并不是帮助。成为志愿者,改变人生。”某些社交网站的大众媒介平台在传递灾难类图片或文章时,都会给分享用户提供用以表态的“like”(即“顶”、“赞”)点击按钮以达到统计流量和排名的目的。CRS认为,这种“声援”、“同情”其实对受难者没有任何帮助,且多数点击者对实际灾情并不十分了解。为此,作品对此倾向提出了质疑:什么才是真正的帮助?同时指出,大众媒体的广告宣传虽然对受难者能起到一定的支持
“Earthquake” “Flood” “War” (Winner of the 2013 Cannes Lions International Festival of Creativity) Advertiser: Singapore Crisis Group (CRS) Advertising Agency: Publicis Singapore Copy: “Solidarity is not help. Volunteers, change lives. ”Some mass media platforms for social networking sites provide shared users with“ like ”(ie,“ top ”,“ like ” “) Click the button to achieve the purpose of statistical traffic and ranking. According to CRS, such ”solidarity“ and ”sympathy" do not actually help the victims, and most of those who clicked do not know the actual situation. For this reason, the work has questioned this tendency: What is the real help? At the same time, it is pointed out that although the mass media’s advertisement and publicity can provide some support to the victims