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# RideThePride
案例简介：欺凌是一个影响哥伦比亚和世界各地许多青少年的问题。其中一个主要原因是他们的性取向。在国际骄傲日 (6月27日，2021日) 之前，阿宾贝夫的小马马耳他是哥伦比亚青少年的主要饮料之一，发起了一项新的运动，以突出整个滑板运动中发生的欺凌行为，这是参与者因性取向而被欺负最多的运动之一，身份或性别表达。小马马耳他及其代理机构MullenLowe SSP3发起了 # RideThePride，该运动旨在帮助滑冰者消除因做自己喜欢的事情而被欺负的恐惧: 滑板。他们设计了一系列滑板，展示了与欺凌相关的一些主要感觉: 恐惧、失败沉默、孤独、拒绝、痛苦，并将它们赠送给在这项运动中经历过欺凌的LGBTQ + 滑冰者。该运动的目的是让溜冰者在比赛中摧毁棋盘，并传达以下信息: “滑板是击败滑板偏见的最佳方法”。记录了这些运动员的故事，邀请所有运动员在国际骄傲日滑冰对抗欺凌。该品牌还与哥伦比亚Diversa，It Better Colombia，LGBTQ工作台和体育运动Sobre Ruedas Girls合作，创建了一条帮助热线，以帮助那些遭受欺凌的人。哥伦比亚马伦洛集团为马耳他小马创建的内容广告，类别为: 非酒精饮料。
# RideThePride
案例简介：Bullying is a problem that affects many teenagers in Colombia and around the world. One of the main reasons is their sexual orientation. Ahead of International Pride Day (27th June, 2021), ABInBev’s Pony Malta, one of the leading beverages among teens in Colombia, has launched a new campaign to highlight the bullying that takes place throughout skateboarding, one of the sports in which participants are bullied the most due to their sexual orientation, identity or gender expression. Pony Malta and their agency, MullenLowe SSP3, have launched #RideThePride, a movement that aims to help skaters destroy the fear that comes with being bullied by doing something they love: skateboarding. They have designed a range of skateboards that showcase some of the main feelings associated with bullying: fear, failure silence, loneliness, rejection, pain, and gifted them to LGBTQ+ skaters who have experienced bullying within the sport. The aim of the campaign is for skaters to destroy the boards during a session, with the message: ‘Skateboarding is the best way to defeat skateboarding prejudices’. The stories of these athletes were documented to invite all athletes to skate against bullying on International Pride Day. The brand has also partnered with Colombia Diversa, It Gets Better Colombia, LGBTQ Working Table, and the sports movement Sobre Ruedas Girls, to create a helpline to assist those who have been victims of bullying. Content advertisement created by MullenLowe Group, Colombia for Pony Malta, within the category: Non-Alcoholic Drinks.
#RideThePride
案例简介：欺凌是一个影响哥伦比亚和世界各地许多青少年的问题。其中一个主要原因是他们的性取向。在国际骄傲日 (6月27日，2021日) 之前，阿宾贝夫的小马马耳他是哥伦比亚青少年的主要饮料之一，发起了一项新的运动，以突出整个滑板运动中发生的欺凌行为，这是参与者因性取向而被欺负最多的运动之一，身份或性别表达。小马马耳他及其代理机构MullenLowe SSP3发起了 # RideThePride，该运动旨在帮助滑冰者消除因做自己喜欢的事情而被欺负的恐惧: 滑板。他们设计了一系列滑板，展示了与欺凌相关的一些主要感觉: 恐惧、失败沉默、孤独、拒绝、痛苦，并将它们赠送给在这项运动中经历过欺凌的LGBTQ + 滑冰者。该运动的目的是让溜冰者在比赛中摧毁棋盘，并传达以下信息: “滑板是击败滑板偏见的最佳方法”。记录了这些运动员的故事，邀请所有运动员在国际骄傲日滑冰对抗欺凌。该品牌还与哥伦比亚Diversa，It Better Colombia，LGBTQ工作台和体育运动Sobre Ruedas Girls合作，创建了一条帮助热线，以帮助那些遭受欺凌的人。哥伦比亚马伦洛集团为马耳他小马创建的内容广告，类别为: 非酒精饮料。
#RideThePride
案例简介：Bullying is a problem that affects many teenagers in Colombia and around the world. One of the main reasons is their sexual orientation. Ahead of International Pride Day (27th June, 2021), ABInBev’s Pony Malta, one of the leading beverages among teens in Colombia, has launched a new campaign to highlight the bullying that takes place throughout skateboarding, one of the sports in which participants are bullied the most due to their sexual orientation, identity or gender expression. Pony Malta and their agency, MullenLowe SSP3, have launched #RideThePride, a movement that aims to help skaters destroy the fear that comes with being bullied by doing something they love: skateboarding. They have designed a range of skateboards that showcase some of the main feelings associated with bullying: fear, failure silence, loneliness, rejection, pain, and gifted them to LGBTQ+ skaters who have experienced bullying within the sport. The aim of the campaign is for skaters to destroy the boards during a session, with the message: ‘Skateboarding is the best way to defeat skateboarding prejudices’. The stories of these athletes were documented to invite all athletes to skate against bullying on International Pride Day. The brand has also partnered with Colombia Diversa, It Gets Better Colombia, LGBTQ Working Table, and the sports movement Sobre Ruedas Girls, to create a helpline to assist those who have been victims of bullying. Content advertisement created by MullenLowe Group, Colombia for Pony Malta, within the category: Non-Alcoholic Drinks.
# RideThePride
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#RideThePride
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