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血液正常
案例简介：概要 我们生活在一个世界，沉默和羞辱女性了。文化充斥着血的图像，在医疗，犯罪和恐怖电影和体育赛事直播。但时间或是缺乏或嘲笑的表现。 这导致了一个文化，使女性感到恶心和男人的厌恶。 这种影响妇女的心理和身体健康。统计数据证明了这一点。56% 十几岁的都更喜欢欺负比告诉父母自己。42% 被绑架期间蒙受耻辱。一半的妇女感到了自己的时间。 Bloodnormal 想挑战这个耻辱和显示的时间是正常的和美丽的。并不知羞耻。但这说起来容易做起来难，广播机构还是警察在展示期间的血，经常裁定进行描写可以引起反感。 但是，你必须打破禁忌。 战略 Essity 销售月经产品，所以它是合适的，以身作则。一个公司以自己的生物，利润会变得陈旧的年轻妇女问题世界的不公平的耻辱，他们继承了。 相反，电源的主流品牌的挑战这些禁忌--认识到时间是正常的和实际上表明，它们可能会有巨大的积极影响妇女和少女。 对妇女和女孩 (男) 我们决定无视广播禁令，无视仇恨，并重新确定女性护理产品类别。该禁令成为战略武器的活动。使用挑衅性影片展示了月经禁忌，我们可以证明我们的，而产生的大量辩论。更重要的是，我们将以 “正常化” 期明显地注入其讨论的主流媒体和社会对话。离开了传统的正面形象，不可能是看不见的。 结果 Bloodnormal 是工作。同情是杀死蒙羞。在四个国家发起的、超过 32。成功的鼓舞下，越来越 Essity 市场准备正式推出其领土。在美国的未来。 到目前为止，我们有一个公关达 45亿。爱是溺水了仇恨与 72% 阳性的运动。球迷和消费者代表阐述了这次辩论和争论的时期新闻论坛和社交网站的积极信息。在 twitter 上展开的甲基和我们分享的声音从 37% 上升到 90%。 意见领袖和分散的合作我们 bloodnormal 通过运动的人我们从来没谈过 也许最重要的是，通过成为新闻和文化的，我们发现我们的电视台上我们最初是被禁止。 执行 结束禁忌你必须打破它。我们打破了很多。我们发现血液内的第一次，阴影蓝色液体，包括性别、痛苦和男人的对话。我们打破了最大的禁忌: 显示时间，美丽的和正常的。我们使用的广播禁令的优点结合成了电影，证明的禁忌。但冲击不是目的，正常的。我们想显示世界时间是正常的，即使这个世界并不存在。 这部电影只是一个起点。每个场景的启动旨在深入文化传播的信息。我们的设计师经期内裤与法国时装屋 Dessu; 把数以百计的垫形 lilos; 制作图画小说; 跑学校工作会议期间; 铸有影响力的人传播的信息; 面对恨与无视频和有一个著名的少女漫画写笑话期间进入她的日常生活。 活动描述 没有和羞辱的时期的文化禁忌的燃料。我们的想法认为，反之亦然: 可见和积极形象的时间和期限的血的规格化栽培他们，因此开始结束的禁忌。 这是封装在 Bloodnormal 的活动路线: 时间是正常的，显示他们应该也。我们的运动旨在显示世界时间是完全正常的，妇女在公开的垫的综合公司，无耻的男孩子买片, 凡经痛不是周边漏期间又看到血都被视为是美好和正常的。然而，如禁止显示，这个世界上并不存在。 如果一个主流品牌准备足够的勇气来显示时间的本质，它可能具有巨大影响这个顽固的禁忌，这样有损妇女的心理和身体健康。 简短的预期结果 时间是大多数社会禁忌。虽然在羞辱禁忌有不同程度的基本性质是一致的: 时间的沉默和周边漏和感觉受到了羞辱了。 这种羞辱和沉默是体现在我们的文化。我们看到它在臭名昭著的蓝色液体。并在广播期间见到血被法律禁止的 “可能造成犯罪” (工具也在使用在线播放平台)。 然而我们消费的文化充斥着鲜血。我们在犯罪电影、医疗戏剧、恐怖电影、现场体育运动中随处可见。 因此，当唯一被认为冒犯的血液是月经周期中自然发生的血液时，难怪女性会感到恶心，男性会感到厌恶。 它对妇女的身心健康产生了灾难性的影响。56% 的少女宁愿被欺负，也不愿告诉父母他们的父母。42% 的女性被时期羞辱。超过一半的女性对自己的月经感到尴尬。 在这个社会里，把时期显示为正常的东西，甚至男人也应该接受的东西 (血液正常的东西) 是一种革命性的行为。
血液正常
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 it is 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’s 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 normal and actually show them— could have a hugely positive effect on women and young girls. To reach women and 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 demonstrating 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. Leaving a legacy of positive images that couldn’t be unseen. Outcome Bloodnormal is working. Empathy is killing shame. The campaign launched in four countries and 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. 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%. 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’s just a springboard. Each scene contained 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. If a mainstream brand is prepared to be brave enough to show periods 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. And while the nature of the taboo has different levels the underlying stigma is consistent: periods are silenced and euphemised and women are made to feel shame for having them. This shaming and silencing is reflected in our culture. We see it in the infamous blue liquid. And in Broadcasting laws that ban the sight of period blood for being “likely to cause offense” (a tool also used by online broadcast platforms). And yet the culture we consume is awash with blood. We see it in crime movies, in medical dramas, horror films, live sports, everywhere. So when the only blood that is deemed offensive is the blood that occurs naturally during the menstrual cycle it is little wonder that women are made to feel disgusting and men disgusted. It has disastrous effects on women’s mental and physical well-being. 56% of teen girls would rather be bullied than tell their parents about their parents. 42% of women have been period-shamed. And over half of women have felt embarrassed by their periods. In this society, showing periods as something normal and something even men should be ok with (which Bloodnormal did) is a revolutionary act.
bloodnormal
案例简介：概要 我们生活在一个世界，沉默和羞辱女性了。文化充斥着血的图像，在医疗，犯罪和恐怖电影和体育赛事直播。但时间或是缺乏或嘲笑的表现。 这导致了一个文化，使女性感到恶心和男人的厌恶。 这种影响妇女的心理和身体健康。统计数据证明了这一点。56% 十几岁的都更喜欢欺负比告诉父母自己。42% 被绑架期间蒙受耻辱。一半的妇女感到了自己的时间。 Bloodnormal 想挑战这个耻辱和显示的时间是正常的和美丽的。并不知羞耻。但这说起来容易做起来难，广播机构还是警察在展示期间的血，经常裁定进行描写可以引起反感。 但是，你必须打破禁忌。 战略 Essity 销售月经产品，所以它是合适的，以身作则。一个公司以自己的生物，利润会变得陈旧的年轻妇女问题世界的不公平的耻辱，他们继承了。 相反，电源的主流品牌的挑战这些禁忌--认识到时间是正常的和实际上表明，它们可能会有巨大的积极影响妇女和少女。 对妇女和女孩 (男) 我们决定无视广播禁令，无视仇恨，并重新确定女性护理产品类别。该禁令成为战略武器的活动。使用挑衅性影片展示了月经禁忌，我们可以证明我们的，而产生的大量辩论。更重要的是，我们将以 “正常化” 期明显地注入其讨论的主流媒体和社会对话。离开了传统的正面形象，不可能是看不见的。 结果 Bloodnormal 是工作。同情是杀死蒙羞。在四个国家发起的、超过 32。成功的鼓舞下，越来越 Essity 市场准备正式推出其领土。在美国的未来。 到目前为止，我们有一个公关达 45亿。爱是溺水了仇恨与 72% 阳性的运动。球迷和消费者代表阐述了这次辩论和争论的时期新闻论坛和社交网站的积极信息。在 twitter 上展开的甲基和我们分享的声音从 37% 上升到 90%。 意见领袖和分散的合作我们 bloodnormal 通过运动的人我们从来没谈过 也许最重要的是，通过成为新闻和文化的，我们发现我们的电视台上我们最初是被禁止。 执行 结束禁忌你必须打破它。我们打破了很多。我们发现血液内的第一次，阴影蓝色液体，包括性别、痛苦和男人的对话。我们打破了最大的禁忌: 显示时间，美丽的和正常的。我们使用的广播禁令的优点结合成了电影，证明的禁忌。但冲击不是目的，正常的。我们想显示世界时间是正常的，即使这个世界并不存在。 这部电影只是一个起点。每个场景的启动旨在深入文化传播的信息。我们的设计师经期内裤与法国时装屋 Dessu; 把数以百计的垫形 lilos; 制作图画小说; 跑学校工作会议期间; 铸有影响力的人传播的信息; 面对恨与无视频和有一个著名的少女漫画写笑话期间进入她的日常生活。 活动描述 没有和羞辱的时期的文化禁忌的燃料。我们的想法认为，反之亦然: 可见和积极形象的时间和期限的血的规格化栽培他们，因此开始结束的禁忌。 这是封装在 Bloodnormal 的活动路线: 时间是正常的，显示他们应该也。我们的运动旨在显示世界时间是完全正常的，妇女在公开的垫的综合公司，无耻的男孩子买片, 凡经痛不是周边漏期间又看到血都被视为是美好和正常的。然而，如禁止显示，这个世界上并不存在。 如果一个主流品牌准备足够的勇气来显示时间的本质，它可能具有巨大影响这个顽固的禁忌，这样有损妇女的心理和身体健康。 简短的预期结果 时间是大多数社会禁忌。虽然在羞辱禁忌有不同程度的基本性质是一致的: 时间的沉默和周边漏和感觉受到了羞辱了。 这种羞辱和沉默是体现在我们的文化。我们看到它在臭名昭著的蓝色液体。并在广播期间见到血被法律禁止的 “可能造成犯罪” (工具也在使用在线播放平台)。 然而我们消费的文化充斥着鲜血。我们在犯罪电影、医疗戏剧、恐怖电影、现场体育运动中随处可见。 因此，当唯一被认为冒犯的血液是月经周期中自然发生的血液时，难怪女性会感到恶心，男性会感到厌恶。 它对妇女的身心健康产生了灾难性的影响。56% 的少女宁愿被欺负，也不愿告诉父母他们的父母。42% 的女性被时期羞辱。超过一半的女性对自己的月经感到尴尬。 在这个社会里，把时期显示为正常的东西，甚至男人也应该接受的东西 (血液正常的东西) 是一种革命性的行为。
bloodnormal
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 it is 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’s 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 normal and actually show them— could have a hugely positive effect on women and young girls. To reach women and 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 demonstrating 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. Leaving a legacy of positive images that couldn’t be unseen. Outcome Bloodnormal is working. Empathy is killing shame. The campaign launched in four countries and 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. 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%. 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’s just a springboard. Each scene contained 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. If a mainstream brand is prepared to be brave enough to show periods 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. And while the nature of the taboo has different levels the underlying stigma is consistent: periods are silenced and euphemised and women are made to feel shame for having them. This shaming and silencing is reflected in our culture. We see it in the infamous blue liquid. And in Broadcasting laws that ban the sight of period blood for being “likely to cause offense” (a tool also used by online broadcast platforms). And yet the culture we consume is awash with blood. We see it in crime movies, in medical dramas, horror films, live sports, everywhere. So when the only blood that is deemed offensive is the blood that occurs naturally during the menstrual cycle it is little wonder that women are made to feel disgusting and men disgusted. It has disastrous effects on women’s mental and physical well-being. 56% of teen girls would rather be bullied than tell their parents about their parents. 42% of women have been period-shamed. And over half of women have felt embarrassed by their periods. In this society, showing periods as something normal and something even men should be ok with (which Bloodnormal did) is a revolutionary act.
血液正常
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bloodnormal
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基本信息
- 广告战役： #ESSITY-推广与活动-82b4#
- 广告品牌： Essity
- 发布日期： 2000
- 行业领域： 生活服务 , 医疗/护理
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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