Beauty Tips By Reshma|短视频|广告营销案例【ADGuider广告指南】

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Reshma 的美容秘诀

案例简介：活动描述我们认为谁终止酸销售的请求会比酸攻击幸存者更引人注目。酸袭击幸存者 Reshma 被任命为该非政府组织的发言人。她在一系列名为 “reshma 的美容秘诀” 的美容博客中分享了美容秘诀。每个 vlog 的结尾都请求人群在给印度总理的请愿书上签名，请愿书上要求强制执行非处方销售酸的禁令。执行 Reshma 的美容秘诀是一系列的三个美容 vlogs，他们在致印度总理的请愿书上签名，请愿书上签名是为了强制执行酸的场外销售禁令。它们是通过 YouTube 在逻辑印度 -- 一个新闻和观点的数字平台上发布的。战略 90% 的酸攻击受害者是女性。我们知道他们会对这个事业最有同情心。问题是我们如何接触在线女性？我们寻求女性在网上搜索什么。这不是酸攻击。相反，它是 “自己做美容视频”。美容视频和酸攻击 -- 这是完美的矛盾。这就是由酸攻击幸存者 Reshma 提出的美容建议成为了一个重要的想法。结果 Reshma 的请求立即引发了全球对话。该运动得到了英国广播公司、探索、路透社、《纽约时报》、《时代》、《华尔街日报》、《每日邮报》、《 Mashable 》、《独立报》、《赫芬顿邮报》、国际公共电台等等。像阿什顿 · 库彻、艾米 · 波勒、阿米塔布 · 巴哈坎、萨钦 · 坦杜尔卡尔这样的名人;印度政治家和印度印度赞塔党的国家发言人 -- 桑比特 · 帕特拉; 像杰奎琳 · 诺沃格拉茨这样的影响者和更多的人在社交媒体上为这项事业发言。印度巨星沙鲁克 · 汗的非政府组织梅尔基金会资助了这项户外运动。价值 17 毫米的公关是零成本产生的。该非政府组织被鼓励将这场运动变成一个筹款活动。我们需要 25,000 个签名。请愿书已收到 309,000 多个签名。2015年8月31日: 结束酸销售运动 2015年12月8日开始: 印度最高法院指示印度各州执行公开销售酸的禁令。概要在印度，几乎每天都有一个愤怒的男人往女友或妻子脸上泼酸。每年报告的酸袭击案件几乎有 1000 起。印度最高法院自 2013年以来禁止了酸的场外销售。然而，酸很容易获得 -- 任何人都可以去购买厕所清洁酸，没有任何问题，一升只需 1 美元或更少。让爱不伤疤，一个非政府组织承担了一项艰巨的任务 -- 强制执行非处方销售酸的禁令。

Reshma 的美容秘诀

案例简介：Campaign Description We thought whose plea to end acid sale would be more compelling than an acid attack survivor’s. Reshma, an acid attack survivor was made the NGO’s spokesperson. She shared beauty tips in a series of beauty vlogs called ‘Beauty Tips by Reshma’. Each vlog ended with a plea to crowd source signatures on a petition addressed to the Prime Minister of India for enforcing the ban on over-the-counter sale of acid. Execution Beauty Tips by Reshma is a series of three beauty vlogs that crowd sourced signatures on a petition addressed to the Prime Minister of India for enforcing the ban on over-the-counter sale of acid.They were launched on The Logical Indian - a digital platform for news and views, via YouTube. Strategy 90% of acid attack victims are women. We knew they would be most empathetic to the cause. The question was how do we reach women online? We sought what do women search online. It wasn’t acid attack. Instead it was ‘Do it yourself Beauty Videos’. Beauty Videos and Acid Attack – it was the perfect contradiction. That’s how Beauty Tips by Reshma, an acid attack survivor became the big idea. Outcome Reshma’s plea instantly triggered a global conversation. The campaign received acknowledgement and appreciation from the likes of BBC, Discovery, Reuters, The New York Times, Time, The Wall Street Journal, Daily Mail, Mashable, The Independent, Huffington Post, Public Radio International and many more.Celebrities like Ashton Kutcher, Amy Poehler, Amitabh Bachchan, Sachin Tendulkar; Indian politician and national spokesperson of Bharatiya Janta Party - Sambit Patra; influencers like Jacqueline Novogratz and many more spoke for the cause on social media.Indian superstar Shahrukh Khan's NGO Meer Foundation funded the outdoor campaign. PR worth USD 17 MM was generated at zero cost. The NGO was encouraged to turn the campaign into a fundraiser. We needed 25,000 signatures. The petition has received over 309,000 signatures. August 31, 2015: End Acid Sale campaign begins December 8, 2015: The Supreme Court of India directs Indian States to enforce the ban on open sale of acid. Synopsis In India, almost every day an angry man throws acid on his girlfriend’s or wife’s face. Almost 1000 cases of acid attacks are reported every year. The Supreme Court of India has banned over-the-counter sale of acid since 2013. Yet acid is easily available – anyone can go and purchase toilet cleaning acids without any questions asked and for just USD 1 or less for a litre. Make Love Not Scars, an NGO took on a mammoth task - to enforce the ban on over-the-counter sale of acid.