Bloodnormal (Case Film)|短视频|广告营销案例【ADGuider广告指南】

血液正常 (案例电影)

案例简介：大纲; 我们生活在一个沉默和羞辱女性月经的世界里。文化充斥着血液的意象，在医学、犯罪和恐怖电影以及现场体育中。然而，如果周期甚至显示出来，它们要么缺席，要么被嘲笑。; 这导致了一种文化，这种文化让女人感到恶心，男人对时期感到厌恶。; 这影响了妇女的身心健康。统计数据证明了这一点。56% 的青少年宁愿被欺负也不愿告诉父母他们的经期。42% 的妇女被期间羞辱。一半的女性对自己的月经感到尴尬。; Bloodnormal 想挑战这种耻辱，并表明月经是正常和美丽的。没有羞耻。但是说起来容易做起来难，广播当局仍然对期间的血液进行监控，经常裁定其描述可能会导致犯罪。; 但是要结束一个禁忌，你必须打破它。; 策略; Essity 出售月经产品，所以以身作则是合适的。一家因其从中获利的生物学而感到羞耻的公司将成为遗物，因为年轻女性质疑她们继承的世界不公正的污名。; 相反，一个主流品牌挑战这些禁忌的力量 -- 承认月经完全正常并实际显示出来 -- 可能会对妇女和年轻女孩产生巨大的积极影响。; 接触到女性,女孩 (和男人) 我们决定无视广播禁令，忽略仇恨，重新定义女性护理产品类别。禁令成为我们竞选的战略武器。用一部挑衅性的电影来展示经血禁忌，我们可以在引发大规模辩论的同时证明我们的观点。更重要的是，我们将开始 “正常化时期”，将他们的讨论明显地注入主流媒体和社会对话中，并留下一些不容忽视的积极形象。; 相关性; 血液正常是一种违抗禁令的行为,打破禁忌和边界推动运动重新定义了它的类别。; 作为第一个在电影中展示时期血液的运动，它被广播公司禁止。但是要结束一个禁忌，你必须打破它。挑战它，利用它来证明禁忌。; 这部电影是一个跳板。每个场景都包含真实世界的激活，旨在改变时代的文化感知。它的工作。我们在 32 个国家拥有 45亿的公关影响力。证明让月经正常的方法是勇敢地证明它们是正常的。; 结果; 正常的血液正在起作用。同理心是杀死耻辱。该运动在四个国家发起，已经达到 32 个以上。在成功的鼓舞下，越来越多的 Essity 市场准备在他们的领土上正式发布。美国是下一个。; 迄今为止，我们的公关影响力超过 45亿。爱是用对竞选 72% 的积极反应淹没仇恨。我们的粉丝和消费者代表我们参加了辩论，在新闻论坛和社交网站上为我们的时代表达积极的信息。在启动期间，该活动在推特上流行，我们的社交发言权从 37% 上升到 90%。; 我们的影响者和合作通过运动向我们从未与之交谈过的人传播了我们的血液正常信息。; 也许最棒的是，通过成为新闻和文化的一部分,我们找到了我们最初被禁止的电视台。; 处决; 为了结束禁忌，你必须打破它。我们打破了很多。我们第一次展示了月经期间的血液，放逐蓝色液体，包括性、疼痛和谈话中的男性。我们打破了最大的禁忌: 展示美丽和正常的时期。我们利用广播禁令，将其纳入电影，证明了禁忌。但震惊不是目标，正常才是目标。我们想展示一个周期正常的世界，即使这个世界不存在。; 这部电影只是一个跳板。每个场景都包含真实世界的激活，旨在将我们的信息进一步传播到文化中。我们用法国时装店 Dessu 制作了设计师时期的内衣，赠送了数百个垫状的 lilos，制作了一部平面小说，举办了时期学校研讨会，铸造了影响者来传播我们的信息,用被动视频对抗仇恨，让一名著名的女孩漫画在她的日常生活中写时期笑话。; 竞选描述; 文化中时期的缺失和羞辱助长了禁忌。我们的想法认为相反的情况也是正确的: 文化中对时期和时期血液的明显和积极的描述使它们正常化，因此开始了结束禁忌的过程。; 它被封装在 Bloodnormal 的竞选线上: 周期是正常的，表明它们也应该是正常的。我们的运动旨在展示一个周期完全正常的世界，在这个世界里，女性公开要求混在一起买垫子，男孩无耻地买垫子, 在那里，经期疼痛没有被委婉化，经期血的景象被视为美丽和正常的东西。然而，正如禁令所显示的，这个世界并不存在。; 但是如果一个主流品牌准备勇敢地公开展示它们的时代,它可能会对这种顽固的禁忌产生巨大影响，这种禁忌对女性的身心健康造成如此大的损害。; 简要介绍预计的结果; 在大多数社会中，时期是禁忌。潜在的治疗是一致的: 月经是沉默的，委婉的，女性会因为有月经而感到羞耻。我们看到臭名昭著的蓝色液体在自我审查中沉默和羞辱。广播法律禁止因 “引起犯罪” 而出现时期血。; 观众; 时期禁忌被证明是有害的。这让女人/女孩感到恶心，男人感到厌恶。作为一个打破禁忌并通过诚实使时期正常化的主流品牌，Bloodnormal 有助于打破沉默和羞辱的循环，这种循环影响了女性的身心健康，损害了她们的自尊。

血液正常 (案例电影)

案例简介：Synopsis;We live in a world that silences and shames women for having periods. Culture is awash with imagery of blood, in medical, crime and horror films and live sports. Yet periods are either absent or ridiculed if they are even shown.;This has led to a culture that makes women feel disgusting and men disgusted by periods.;This effects women’s mental and physical well-being. Statistics prove it. 56% of teens would rather be bullied than tell their parents about their period. 42% of women have been period shamed. And half of women have felt embarrassed by their periods.;Bloodnormal wanted to challenge this stigma and show that periods are normal and beautiful. And without shame. But it is easier said than done, broadcasting authorities still police the showing of period blood, often ruling its depiction can cause offence.;But to end a taboo you must break it.;Strategy;Essity sells menstrual products, so it is appropriate that it lead by example. A company ashamed of the biology it profits from will become a relic as young women question the world’s unjust stigmas they’ve inherited.;Conversely, the power of a mainstream brand to challenge these taboos — to acknowledge that periods are totally normal and actually show them— could have a hugely positive effect on women and young girls.;To reach women, girls (and men) we decided to defy broadcaster bans, ignore hate, and redefine the feminine care products category. The bans became a strategic weapon for our campaign. Using a provocative film to demonstrate the menstrual blood taboo, we could prove our point while generating massive debate. More importantly, we would begin to “normalize periods” by visibly injecting their discussion into mainstream media and social conversation and leave a legacy of positive images that could not be unseen.;Relevancy;Bloodnormal is a ban-defying, taboo-breaking and boundary pushing campaign that has redefined its category.;As the first campaign to ever show period blood on film it was banned by broadcasters. But to end a taboo you must break it. And defy it, using it to your advantage to prove the taboo.;The film is a springboard. Each scene contained real-world activations designed to change the cultural perception of periods. And it’s working. We have a PR reach of 4.5 billion in 32 countries. Proving that the way to make periods normal is by being brave enough to show they’re normal.;Outcome;Bloodnormal is working. Empathy is killing shame. The campaign launched in four countries and has reached over 32. Emboldened by the success, more and more Essity markets are preparing official launches in their territories. The US is next.;To date we have a PR reach of over 4.5 billion. Love is drowning out hate with a 72% positive reaction to the campaign. Our fans and consumers took up the debate on our behalf articulating and arguing for our period positive message on news forums and social sites. During launch the campaign trended on twitter and our share of social voice rose from 37% to 90%.;Our influencers and collaborations have spread our bloodnormal message through campaign to people we’ve never spoken to before.;And perhaps best of all, by becoming news and a piece of culture, we found our way onto the television stations we were originally banned from.;Execution;To end a taboo you must break it. And we broke many. We showed period blood for the first time, banished blue liquid, included sex, pain and men in the conversation. And we broke the biggest taboo: showing periods as beautiful and normal. We used the broadcaster ban to our advantage incorporating it into the film, proving the taboo. But shock isn’t the aim, normality is. We wanted to show a world where periods are normal, even if this world doesn’t exist.;The film is just a springboard. Each scene contained real world activations designed to spread our message further into culture. We made designer period underwear with French fashion house Dessu, gave away hundreds of pad-shaped lilos, produced a graphic novel, ran period school workshops, cast influencers to spread our message, confronted hate with reactive videos and got a famous girl comic to write period jokes into her routine.;Campaign Description;The absence and shaming of periods in culture fuels the taboo. Our idea believes that the opposite is also true: the visible and positive portrayal of periods and period blood in culture normalises them and therefore begins the process of ending the taboo.;It’s encapsulated in Bloodnormal’s campaign line: periods are normal, showing them should be too. Our campaign aimed to show a world where periods were completely normal, where women openly ask for pads in mixed company, where boys unashamedly bought pads, where period pain wasn’t euphemised and the sight of period blood is treated as something beautiful and normal. However, as the ban shows, this world doesn’t exist.;But if a mainstream brand is prepared to be brave enough to show periods openly for what they are, it could have a massive effect on this stubborn taboo that is so damaging to women’s mental and physical wellbeing.;Brief With Projected Outcomes;Periods are taboo in most societies. The underlying treatment is consistent: periods are silenced, euphemised and women are made to feel shame for having them. We see the silencing and shaming in self-censorship with the infamous blue liquid. And Broadcasting laws banning the sight of period blood for “causing offense”.;Audience;The period taboo is proven to be damaging. It makes women/girls feel disgusting and men disgusted. As a mainstream brand breaking taboos and normalising periods by being honest, Bloodnormal is helping break the cycle of silencing and shaming which affects women’s mental and physical wellbeing and damages their self-esteem.