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一条丢失的腿
案例简介：“我们为 KiB (董事会中的女性) 发起了一场运动，这是一个旨在让女性在丹麦企业高层发挥更大影响力的组织。到目前为止，KiB 一直在努力创造所需的影响,主要是因为许多丹麦公司对让更多女性担任高级职位的好处不感兴趣。因此，我们必须想出一个额外的普通运动来打破沉默的墙，”盛世长城丹麦公司首席执行官安妮特 · 皮尔加德说。 “我们知道我们必须想出一些令人恼火的东西，同时非常容易解码。还有什么比给公司送一把全新的现代椅子更好的工作呢.少了一条腿来讲述不平衡的故事？从三条腿的椅子到需要更多女性担任领导职位和董事会成员之间的联系是一个非常清晰和具体的象征，它产生了巨大的影响，”萨宾 · 赫斯金德解释道,盛世长城丹麦创意总监。 “策略是对接受缺少腿的主席的公司施加压力 -- 如果他们邀请我们进行对话，我们会带一条腿去开会。所以，我们决定公开我们接触的公司的名字。安妮特 · 皮尔加德说: “这很有启发性，但非常有效。”。 这项运动是在 1月初发起的，创建立即产生了非常广泛和积极的反应。除了与领先公司举行会议，它还在丹麦媒体上发表了大量支持该运动的文章。此外，丹麦工业、商业和金融事务部也伸出援手，发起对话。 “我们不可能希望有更好的反应，能够达到我们的目标感觉很好。此时，十分之七的人邀请我们参加会议，我们非常高兴收到积极的反馈。但最重要的是最终结果; 更多的女性在丹麦顶级公司担任领导职务，”KiB 董事长吉特 · 玛雅 · 埃尔辛说。
一条丢失的腿
案例简介：“We’ve created the campaign for KiB (Women On Boards) – an organization fighting to give women more influence at the top of Danish businesses. Up until now it has been a struggle for KiB to create the needed impact, mainly because a great deal of Danish companies have not been interested in a dialogue as to the benefits of having more women in top positions. So, we had to come up with an extra ordinary campaign to break the wall of silence”, says Annette Piilgaard, CEO of Saatchi & Saatchi Denmark. “We knew we had to come up with something mind provoking and at the same time very easy to decode. And what would do the job better than sending the companies a brand-new modern chair ... with a missing leg to tell the story about the imbalance? The link from the three-legged chair to the need for more women in leadership positions and boardrooms is a very clear and concrete symbol that creates great impact”, explains Sabine Herskind, Creative Director of Saatchi & Saatchi Denmark. “The strategy was to put pressure on the companies receiving the chair with the missing leg – a leg we would bring to a meeting if they invited us for dialogue. So, we decided to go public with the names of the companies we approached. It has been provoking, but highly effective”, says Annette Piilgaard. The campaign was launched in the beginning of January created instantly created a very broad and positive reaction. Besides securing meetings with leading companies, it has also generated a long range of articles in the Danish press supporting the campaign. In addition, the Danish Ministry of Industry, Business and Financial Affairs have also reached out to initiate a dialogue. “We could not have wished for a better reaction and it feels great to have generated the reach we were aiming for. At this point, 7 out of 10 have invited us to a meeting and we are extremely happy for the positive feedback. But what matters the most is the end result; more women in leading positions in Danish top companies”, says Gitte Maya Elsing, chairwoman of KiB.
A Missing Leg
案例简介：“我们为 KiB (董事会中的女性) 发起了一场运动，这是一个旨在让女性在丹麦企业高层发挥更大影响力的组织。到目前为止，KiB 一直在努力创造所需的影响,主要是因为许多丹麦公司对让更多女性担任高级职位的好处不感兴趣。因此，我们必须想出一个额外的普通运动来打破沉默的墙，”盛世长城丹麦公司首席执行官安妮特 · 皮尔加德说。 “我们知道我们必须想出一些令人恼火的东西，同时非常容易解码。还有什么比给公司送一把全新的现代椅子更好的工作呢.少了一条腿来讲述不平衡的故事？从三条腿的椅子到需要更多女性担任领导职位和董事会成员之间的联系是一个非常清晰和具体的象征，它产生了巨大的影响，”萨宾 · 赫斯金德解释道,盛世长城丹麦创意总监。 “策略是对接受缺少腿的主席的公司施加压力 -- 如果他们邀请我们进行对话，我们会带一条腿去开会。所以，我们决定公开我们接触的公司的名字。安妮特 · 皮尔加德说: “这很有启发性，但非常有效。”。 这项运动是在 1月初发起的，创建立即产生了非常广泛和积极的反应。除了与领先公司举行会议，它还在丹麦媒体上发表了大量支持该运动的文章。此外，丹麦工业、商业和金融事务部也伸出援手，发起对话。 “我们不可能希望有更好的反应，能够达到我们的目标感觉很好。此时，十分之七的人邀请我们参加会议，我们非常高兴收到积极的反馈。但最重要的是最终结果; 更多的女性在丹麦顶级公司担任领导职务，”KiB 董事长吉特 · 玛雅 · 埃尔辛说。
A Missing Leg
案例简介：“We’ve created the campaign for KiB (Women On Boards) – an organization fighting to give women more influence at the top of Danish businesses. Up until now it has been a struggle for KiB to create the needed impact, mainly because a great deal of Danish companies have not been interested in a dialogue as to the benefits of having more women in top positions. So, we had to come up with an extra ordinary campaign to break the wall of silence”, says Annette Piilgaard, CEO of Saatchi & Saatchi Denmark. “We knew we had to come up with something mind provoking and at the same time very easy to decode. And what would do the job better than sending the companies a brand-new modern chair ... with a missing leg to tell the story about the imbalance? The link from the three-legged chair to the need for more women in leadership positions and boardrooms is a very clear and concrete symbol that creates great impact”, explains Sabine Herskind, Creative Director of Saatchi & Saatchi Denmark. “The strategy was to put pressure on the companies receiving the chair with the missing leg – a leg we would bring to a meeting if they invited us for dialogue. So, we decided to go public with the names of the companies we approached. It has been provoking, but highly effective”, says Annette Piilgaard. The campaign was launched in the beginning of January created instantly created a very broad and positive reaction. Besides securing meetings with leading companies, it has also generated a long range of articles in the Danish press supporting the campaign. In addition, the Danish Ministry of Industry, Business and Financial Affairs have also reached out to initiate a dialogue. “We could not have wished for a better reaction and it feels great to have generated the reach we were aiming for. At this point, 7 out of 10 have invited us to a meeting and we are extremely happy for the positive feedback. But what matters the most is the end result; more women in leading positions in Danish top companies”, says Gitte Maya Elsing, chairwoman of KiB.
一条丢失的腿
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A Missing Leg
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