Shoot Goals Not Guns ／射门不射击

Shoot Goals Not Guns
On 21st Sep, millions of people around the world participated in the International Day of Peace, an annual 24 hours calling for non-violence and an international cease fire.Last year, 470 million people across 200 countries participated in this global event through the efforts of non-profit organization, Peace One Day. But awareness in China remains low,We decided to change that. I designed a special 3-meter long table soccer unit. Instead of the usual 22 players, it had 46. Each one of the players was a miniature replica of a famous political world leader. The reason for this? More often than not, political leaders were responsible for beating the drums of war.We wanted them to start shooting… goals, not guns.These tables were placed at indoor art galleries, outdoor plazas, office buildings, cafeterias and bars. They captured people’s attention and made them stop and play. In order to extend our reach, we created a digital game version that people could play on their mobile phones and online. In addition, there was an online retail sales channel where people could buy actual life-sized replicas of the Peace soccer tables too. 390 tables were sold in Taobao, the Chinese version of ebay. Our integrated media mix also included print magazine ads and outdoor posters. In the end, it achieved its objective of creating awareness for the International Day of Peace, delivering a serious message in a fun and memorable way.

Video URL: https://www.youtube.com/watch?v=mf2pBkw9b9Y

射门不射击
2014年9月21日，全世界数百万人参与到国际和平日的活动中来，呼吁每年的这一24小时都能停止暴力活动，实现全球停火。去年在非营利性组织Peace One Day的努力下，来自200个国家的4.7亿人参与了这一纪念活动，但该活动在中国的参与意识较低。
因此，我们决定接力发起“射门不射击(Shoot Goals, Not Guns)”活动来传递这一和平信号。为了让人们参与讨论国际和平日的意义，将桌上足球游戏中的足球员替换成几十个全球最具影响力的领袖人物塑像。如普京、默克尔、昂山素季和奥巴马等著名脸孔都位于其中，以此象征虽然大家政见和立场不同，但都能够在同一个平台上用轻松和平的方式解决问题，而不是诉诸于暴力和战争。上海的众多公共场所——从标志性的外滩到安静的咖啡吧都出现了这一创意。来自各行各业的人途经都会被邀请玩上一把桌上足球，留下难忘足迹，网站、博客以及中国活跃的网络社区纷纷开始讨论Peace One Day这一组织。
视频链接：http://v.youku.com/v_show/id_XNzg3NTE1NjQ0.html