The Real-Life Escape Room|微电影|广告营销案例【ADGuider广告指南】

现实生活中的逃生室

案例简介：概要研究表明，在斯洛文尼亚，五分之一的女孩和七分之一的男孩是性虐待的受害者，多达85% 的性虐待发生在直系家庭和大家庭中。在欧盟，据报告的所有儿童性虐待事件中只有不到三分之一，而在过去几年中，斯洛文尼亚报告的儿童性虐待犯罪数量甚至有所减少。公众认识水平低和缺乏对事实的了解，这进一步加剧了这个问题，这是一个禁忌话题。污名，羞耻，内感和恐惧感正在驱使家庭和其他知情人士远离解决方案。为了向前迈出一步，我们需要面对斯洛文尼亚儿童性虐待的严酷现实，而不是鼓励和动员他们采取负责任的行动。战略由于儿童性虐待在斯洛文尼亚各地普遍存在，因此我们不得不向更广泛的公众发表讲话。此外，我们专注于父母和目标群体，他们每天接触儿童 (儿科医生; 幼儿园和小学教师; 儿童教练等)。相关机构也是如此。我们计划了所有大众媒体以覆盖更广泛的受众，以及专门的媒体，例如针对父母，老师，教育者，教练和儿科医生的杂志和门户网站，以更深入的内容覆盖特定的目标群体。广告系列基于赢得的媒体策略，因此利用关键影响者至关重要。为了最大限度地保持公关特技的影响，我们必须在尽可能多的地点和时间接触到尽可能多的关键影响者。竞选是基于真理的，所以每个阶段都必须只遵循真理。由于 “现实生活” 的执行，必须采取许多特殊的照顾和准备。相关性联合国儿童基金会的运动解决了斯洛文尼亚最大的社会问题之一-儿童性虐待。除了提高认识外，该运动还积极鼓励举报儿童性虐待行为，以保护儿童并做出积极的改变。鉴于这是一个禁忌话题，几乎没有公开讨论，该运动避免了这一禁忌，并为公众讨论做出了重大贡献，并成功地促进了积极的变化-报告儿童性虐待。这立即导致了报告数量的增加，并希望至少保护了几个孩子。# 结束暴力结果由于于2018年4月16日公开发布，因此所有结果均基于广告系列的前10天。斯洛文尼亚人口: 200万人。儿童性虐待报告的数量增加了20%，希望至少对一些儿童有所帮助。这项运动针对66.4% 的成年人 (15-70岁)，他们可以帮助拯救儿童。斯洛文尼亚所有最著名的媒体公司以及斯洛文尼亚所有地区的当地媒体都报道了这一运动。所有较大的电视频道都确保了长达37.22分钟的黄金时段高质量报道性虐待问题。超过80% 的所有媒体出版物都具有深度和质量: 报告斯洛文尼亚问题的严重程度，统计数据，并呼吁通过包括电话号码来报告滥用行为。联合国儿童基金会在视频中的FB帖子覆盖了斯洛文尼亚所有Facebook用户的50% 以上。斯洛文尼亚最杰出的政治家，音乐家，最有影响力的影响者，博客作者和其他公众人物都分享了它。Google趋势显示，自运动开始以来，对关键词的搜索联合国儿童基金会斯洛文尼亚增加了110%，对关键词儿童性虐待的搜索增加了90%。现实生活中的逃生室运动开始后，联合国儿童基金会斯洛文尼亚的平均FB职位的有机覆盖范围增加了260倍以上。执行选角和准备 (7个月): 寻找具有强大内在动机的年轻而坚强的受害者; 犯罪的真实位置实际上完好无损; 真实的故事; 由专业演员等指导。戏弄 (1周): 刻板材料 -- 海报、FB广告和FB页面、谷歌广告词、带报名表的网页;只有真相，只是脱离上下文; 事件 (2天): 6组访客 (每个1小时); 最小组数，以确保视频有足够的素材; 2辆品牌汽车，用于团体运输 (位置从未传达) 启动 (1天):斯洛文尼亚最大的媒体活动中的公关特技; 新闻资料袋和所有访问者的在线视频和网站链接; 在线视频和网站发布正在进行中: 新闻资料袋和所有计划中的媒体和机构的其他材料; 必要时的危机沟通计划; 电视和新闻采访的安排; 关于联合国儿童基金会斯洛文尼亚拥有的媒体等的持续交流。运动描述为了避免禁忌，我们使用了逃生室的类比。遭受性虐待的儿童被俘虏在虐待环境的四堵墙后面，无法逃脱。只有成年人才能帮助他们逃跑。这导致在现实生活中的犯罪现场建立了现实生活中的逃生室，埃雷 · 阿玛迪亚 (ere Amadea) 小时候遭受了祖父多年的性虐待。以Amadea为逃生室指南，这是基于她的真实故事和唯一的一条线索。在Amadea的启示之后，唯一的线索导致游客向当地组织举报虐待行为。活动的目的是获得真实的情感视频，以提高人们的认识并鼓励报道。该视频在斯洛文尼亚最大的媒体活动中首播，主要影响者和其他人在Amadea的公司中一个接一个地观看了该视频，而他们却不知道她是谁。

现实生活中的逃生室

案例简介：Synopsis Research shows that in Slovenia every fifth girl and every seventh boy are victims of sexual abuse, with as much as 85 % of all sexual abuse taking place within immediate and extended family. In EU, less than a third of all child sexual abuse incidents are reported, while the number of reported child sexual abuse crimes has even decreased in Slovenia over the past few years. This issue is additionally amplified by the low level of awareness of the general public and the lack of knowledge of the facts, as well as this being a taboo topic. Stigma, shame, feelings of guilt and fear are driving families and others in the know away from solution. To make a step forward we need to face the wider Slovenian public with harsh reality of child sexual abuses in Slovenia and than encourage and mobilize them to take responsible actions. Strategy Since child sexual abuses are common and present everywhere in Slovenia we had to address wider public. Besides we focused on parents and target groups that are in daily contact with children (pediatricians; kindergarten and primary school teachers; coaches for kids etc.). Relevant institutions as well. We planned all of mass media to reach wider audiences, and specialised media, such as magazines and web portals for parents, teachers, educators, coaches and pediatricians, to reach specific target groups with deeper contents. Campaign was based on earned media tactics, so leveraging key influencers was crucial. To keep the impact of PR stunt at maximum, we had to reach as much key influencers at the same place and time as possible. Campaign was based on truth, so every phase must have followed only truth. A lot of special care and preparations must have been taken because of the “real-life” execution. Relevancy UNICEF's campaign addresses one of the biggest social issues in Slovenia – child sexual abuse. Besides raising awareness, the campaign actively encourages reporting of child sexual abuse to protect children and make a positive change. Seeing that this is a taboo topic, about which practically no public discourse took place, the campaign avoided this taboo and significantly contributed to the public discourse and successfully promoted positive change – reporting child sexual abuses. It immediately led to the increase in the number of reports and with that, hopefully, protected at least a couple of children. #endviolence Outcome All results are based on first 10 days of the campaign, because of a public launch on the April 16th 2018. Population of Slovenia: 2 million people. The number of child sexual abuse reports has increased by 20 %, hopefully helped at least some children. The campaign addressed 66.4% of adults (15-70 yrs old), who can help save children. All the most prominent media companies in Slovenia, as well as local media from all Slovenian regions reported about the campaign. All the bigger TV-channels ensured a 37.22-minute-long primetime high quality coverage on the issue of sexual abuse. More than 80 % of all media publications were deep and quality: reporting the extent of the issue in Slovenia, statistics and called for reporting abuses by including a phone number. UNICEF's FB post with the video reached more than 50 % of all Slovenian Facebook users. It was shared by the most prominent Slovenian politicians, musicians, the most followed influencers, bloggers and other public figures. Google Trends shows that the search for the keyword UNICEF Slovenia since the beginning of the campaign increased by 110 % and search for the keyword child sexual abuse by 90 %. After the start of the Real-Life Escape Room campaign the organic reach of the average FB post by UNICEF Slovenia increased by over 260-times. Execution Casting and preparations (7 months): search for a young and strong victim with a strong intrinsic motivation; real location of crime left practicaly intact; real story; coaching by professional actor etc. Teasing (1 week): stereotypical materials – posters, FB ads and FB page, google adwords, webpage with entry form; only truth, just out of the context; Event (2 days): 6 groups of visitors (1h each); min. number of groups to ensure enough material for the video; 2 branded cars for transportation of groups (location was never communicated) Launch (1 day): PR stunt at the biggest media event in Slovenia; press kits and link to online video and website for all visitors; online video and website launch Ongoing: press kits and other materials for all planned media and institutions; crisis communication plan if needed; arrangement of the interviews on TV’s and in press; ongoing communication on UNICEF Slovenia’s owned media etc. CampaignDescription To avoid the taboo we used the analogy of the escape room. Sexually abused children are held captive behind the four walls of an abusive environment, from where they cannot escape. Only adults can help them escape. This led to setting up The Real-Life Escape Room at a real-life crime scene, where Amadea suffered sexual abuse as a child, for many years from her grandfather. With Amadea as an escape room guide it was based on her real story and on the only one clue. After Amadea’s revelation the only clue led visitors to report abuse to the local organisation. The purpose of the event was to get an authentic emotional video for raising awareness and encouraging reports. The video premiered at the largest media event in Slovenia, where key influencers and others watched it one by one in the company of Amadea, without them knowing who she was.