本案例默认翻译为中文，点击可切换回原语言
已切换成原语言，点击可翻译成中文
Yasmin 的性教育革命
案例简介：活动描述 中国每年进行令人难以置信的 1300万次堕胎，这是世界上最高的堕胎率。相比之下，每年只有 1600万人出生。学校课程中没有关于避孕的信息，年轻的中国人从同样不知情的同龄人或网络色情中寻找性知识。因此，中国对性的普遍态度是不成熟的，不安全的性行为是普遍的。避孕广告通常仅限于推广避孕套 (针对男性)，而围绕这一主题与女性的大多数交流是价格不到 100 美元的廉价堕胎广告。与此同时，“性交中断” 仍然是避免怀孕的最首选形式，大约 2.5% 的人更喜欢避孕药后的早上。拜耳妇女健康公司的 COC (联合口服避孕药) -- Yasmin -- 于 2016年7月6日获得了非处方 CFDA 的批准 -- 因此我们开始了一项克服根深蒂固的性习惯的计划。 执行 我们与中国排名第一的约会和关系主持人合作，制作了两个坦率的性别视频，并通过中国排名第一的课程应用超级时间表分发。覆盖 3,000 所中国大学的网络，覆盖 1800万名直接使用智能手机的学生。我们让他们大吃一惊，放弃了我们的 “班级” (教育视频)作为 “必须参加的课程” 进入每个学生的日常课程，要求他们每天下午9点出席。为了让鸟儿和蜜蜂嗡嗡作响，我们在微博 (中国顶级社交网络) 上创建了一个 # HowtosurvivetheworldoutsideGuide，以及一系列关于不同避孕方法的信息图表，并在社交媒体上传播。9月23日，在世界避孕日之前，我们组织了一次直播活动，内容包括: 来自世界各地的国际学生分享他们在学校收到的性教育。名人分享他们对避孕重要性的看法。著名的妇科医生提供专业的性指导。 概要 随着批准在没有处方的情况下作为一种非处方药出售 (这是第一次)，女性避孕药 Yasmin 的目标是将销售额增加 10% 以上。然而，由于性教育差，缺乏对类别的理解，这项工作需要在最低预算范围内开展一次充满活力的运动, 影响中国年轻人，他们的 “常规” 避孕方法包括从早上避孕药到堕胎。这场有限的预算运动要求创造社会轰动。 结果 这场运动确实是革命性的。一个如此大规模的性教育视频是当局永远不会参与或推广的，学生们震惊、好奇，最重要的是谈论避孕和 Yasmin。我们的视频在发布的第一周获得了 1200万的收视率,然后第一个月继续攀升至 3000万，因为社交分享将视频带给了更广泛的观众。我们的微博有超过 2000万次阅读和超过 100,000 次讨论。超过 40 家主流媒体报道了这一事件，并将其冠以 “中国几代人前所未有的事件”。 yasmin 的知名度大幅上升，在百度指数上，搜索增长了 60%，移动搜索增长了 68%。其直接结果是，在中国长期以来被认为是常规受孕方法的事后避孕药的销量同比下降了 44%，其中 COC 增长了 42%。 战略 在中国，大多数女性在 27-28 岁的时候就生下了第一个孩子，到那时她们就可以结婚并找到工作了, 能够承担照顾孩子的个人和经济责任。因此，在这个年龄下，是许多堕胎发生的时候。我们认为学生是最需要接受 COC 药丸教育的人。我们意识到，如果不教育年轻男女了解他们在安全性行为方面的选择，我们就无法推动销售。在一个相当保守的社会里，创造一个关于性话题的对话为我们提供了一种既能吸引注意力，又能培养行为改变的方式。我们在中国大学校园开始了我们的革命，并通过他们的手机直接送到年轻的中国学生手中。
Yasmin 的性教育革命
案例简介：CampaignDescription China carries out a mind-boggling 13 million abortions a year, the highest abortion rate in the world. By contrast, there are only 16 million births every year. Information regarding contraception is absent in school curriculums and young Chinese seek out sex knowledge from their equally uninformed peers, or from Internet porn. As such, the general attitude to sex in China is immature and unsafe sex is prevalent.Contraception advertising is generally limited to promoting condoms (targeting men), whilst most communication to women around this topic is adverts for cheap abortions for less than US$100. At the same time, ‘coitus interruptus’ is still the most preferred form of pregnancy avoidance, with about 2.5% preferring the morning after pill.Bayer Women’s Health’s COC (combined oral contraceptive pill) – Yasmin – was given over-the-counter CFDA approval on 6th July 2016 – and so we embarked on a plan to overcome ingrained sex habits. Execution We partnered with China’s #1 dating and relationship host to produce two candid gender-specific sex-ed videos and distributed it through SuperTimetable, China’s number one curriculum app, reaching a network of 3,000 Chinese universities, covering 18 million students direct to their smartphones.We surprised them by dropping our “class” (educational videos) into every students’ daily curriculum as a “must-take class” that required their attendance at 9pm every day. To keep the birds and bees buzzing, we created a #HowtosurvivetheworldoutsideGuide on Weibo (China’s top social network) and a series of infographics about different contraception methods and circulated them on social media. On Sep. 23, before World Contraception Day, we organized a live-stream event, featuring:•International students from around the world to share the sex-ed they received at school. •Celebrities to share their views on the importance of contraception. •Renowned gynaecologist to give professional sexual guidance. Synopsis With approval to be sold as an Over The Counter medication without a prescription (for the first time), female contraceptive pill Yasmin’s goal was to increase sales by over 10%. However, with poor sex education and lack of category understanding, the job would require a dynamic campaign on a minimal budget, to influence young Chinese adults whose ‘regular’ contraceptive methods included from the morning-after-pill to abortions. Creating social buzz was demanded from this limited budget campaign. Outcome This campaign truly was revolutionary. A video of such scale on sex-education was something that authorities would never engage in or promote, students were stunned, curious and most importantly were talking about contraception and Yasmin.Our videos achieved 12 million viewership in the first week of distribution, then continued to climb to 30 million the first month as social sharing brought the video to broader audiences. Our Weibo had over 20 million reads and over 100,000 discussions. Over 40 mainstream media reported this event and crowned it an “unprecedented event owed to generations in China”.Yasmin’s awareness rose dramatically, on Baidu Index, search increase of 60%, with search on mobile increasing 68%. As a direct result, sales of the morning-after pill, which for a very long time in China has been considered as the regular conception method, dropped 44% YOY where COC increased by 42%. Strategy Most women give birth to their first child in China by the age of 27-28, by which time they would be married with a job, and able to take on the personal and financial responsibility for looking after a child. Under this age, therefore, is when much of abortions happen. We decided that the student population was the most in need of education on COC pills.We realised we could not drive sales without educating our young women and men about their options in safe sex. Creating a dialogue on the topic of sex offered us a way to both grab attention in a pretty conservative society, and nurture a change in behaviour.We started our revolution on Chinese university campuses and delivered straight to the hands of the young Chinese students – through their mobile.
Yasmin's Sex-ed Revolution
案例简介：活动描述 中国每年进行令人难以置信的 1300万次堕胎，这是世界上最高的堕胎率。相比之下，每年只有 1600万人出生。学校课程中没有关于避孕的信息，年轻的中国人从同样不知情的同龄人或网络色情中寻找性知识。因此，中国对性的普遍态度是不成熟的，不安全的性行为是普遍的。避孕广告通常仅限于推广避孕套 (针对男性)，而围绕这一主题与女性的大多数交流是价格不到 100 美元的廉价堕胎广告。与此同时，“性交中断” 仍然是避免怀孕的最首选形式，大约 2.5% 的人更喜欢避孕药后的早上。拜耳妇女健康公司的 COC (联合口服避孕药) -- Yasmin -- 于 2016年7月6日获得了非处方 CFDA 的批准 -- 因此我们开始了一项克服根深蒂固的性习惯的计划。 执行 我们与中国排名第一的约会和关系主持人合作，制作了两个坦率的性别视频，并通过中国排名第一的课程应用超级时间表分发。覆盖 3,000 所中国大学的网络，覆盖 1800万名直接使用智能手机的学生。我们让他们大吃一惊，放弃了我们的 “班级” (教育视频)作为 “必须参加的课程” 进入每个学生的日常课程，要求他们每天下午9点出席。为了让鸟儿和蜜蜂嗡嗡作响，我们在微博 (中国顶级社交网络) 上创建了一个 # HowtosurvivetheworldoutsideGuide，以及一系列关于不同避孕方法的信息图表，并在社交媒体上传播。9月23日，在世界避孕日之前，我们组织了一次直播活动，内容包括: 来自世界各地的国际学生分享他们在学校收到的性教育。名人分享他们对避孕重要性的看法。著名的妇科医生提供专业的性指导。 概要 随着批准在没有处方的情况下作为一种非处方药出售 (这是第一次)，女性避孕药 Yasmin 的目标是将销售额增加 10% 以上。然而，由于性教育差，缺乏对类别的理解，这项工作需要在最低预算范围内开展一次充满活力的运动, 影响中国年轻人，他们的 “常规” 避孕方法包括从早上避孕药到堕胎。这场有限的预算运动要求创造社会轰动。 结果 这场运动确实是革命性的。一个如此大规模的性教育视频是当局永远不会参与或推广的，学生们震惊、好奇，最重要的是谈论避孕和 Yasmin。我们的视频在发布的第一周获得了 1200万的收视率,然后第一个月继续攀升至 3000万，因为社交分享将视频带给了更广泛的观众。我们的微博有超过 2000万次阅读和超过 100,000 次讨论。超过 40 家主流媒体报道了这一事件，并将其冠以 “中国几代人前所未有的事件”。 yasmin 的知名度大幅上升，在百度指数上，搜索增长了 60%，移动搜索增长了 68%。其直接结果是，在中国长期以来被认为是常规受孕方法的事后避孕药的销量同比下降了 44%，其中 COC 增长了 42%。 战略 在中国，大多数女性在 27-28 岁的时候就生下了第一个孩子，到那时她们就可以结婚并找到工作了, 能够承担照顾孩子的个人和经济责任。因此，在这个年龄下，是许多堕胎发生的时候。我们认为学生是最需要接受 COC 药丸教育的人。我们意识到，如果不教育年轻男女了解他们在安全性行为方面的选择，我们就无法推动销售。在一个相当保守的社会里，创造一个关于性话题的对话为我们提供了一种既能吸引注意力，又能培养行为改变的方式。我们在中国大学校园开始了我们的革命，并通过他们的手机直接送到年轻的中国学生手中。
Yasmin's Sex-ed Revolution
案例简介：CampaignDescription China carries out a mind-boggling 13 million abortions a year, the highest abortion rate in the world. By contrast, there are only 16 million births every year. Information regarding contraception is absent in school curriculums and young Chinese seek out sex knowledge from their equally uninformed peers, or from Internet porn. As such, the general attitude to sex in China is immature and unsafe sex is prevalent.Contraception advertising is generally limited to promoting condoms (targeting men), whilst most communication to women around this topic is adverts for cheap abortions for less than US$100. At the same time, ‘coitus interruptus’ is still the most preferred form of pregnancy avoidance, with about 2.5% preferring the morning after pill.Bayer Women’s Health’s COC (combined oral contraceptive pill) – Yasmin – was given over-the-counter CFDA approval on 6th July 2016 – and so we embarked on a plan to overcome ingrained sex habits. Execution We partnered with China’s #1 dating and relationship host to produce two candid gender-specific sex-ed videos and distributed it through SuperTimetable, China’s number one curriculum app, reaching a network of 3,000 Chinese universities, covering 18 million students direct to their smartphones.We surprised them by dropping our “class” (educational videos) into every students’ daily curriculum as a “must-take class” that required their attendance at 9pm every day. To keep the birds and bees buzzing, we created a #HowtosurvivetheworldoutsideGuide on Weibo (China’s top social network) and a series of infographics about different contraception methods and circulated them on social media. On Sep. 23, before World Contraception Day, we organized a live-stream event, featuring:•International students from around the world to share the sex-ed they received at school. •Celebrities to share their views on the importance of contraception. •Renowned gynaecologist to give professional sexual guidance. Synopsis With approval to be sold as an Over The Counter medication without a prescription (for the first time), female contraceptive pill Yasmin’s goal was to increase sales by over 10%. However, with poor sex education and lack of category understanding, the job would require a dynamic campaign on a minimal budget, to influence young Chinese adults whose ‘regular’ contraceptive methods included from the morning-after-pill to abortions. Creating social buzz was demanded from this limited budget campaign. Outcome This campaign truly was revolutionary. A video of such scale on sex-education was something that authorities would never engage in or promote, students were stunned, curious and most importantly were talking about contraception and Yasmin.Our videos achieved 12 million viewership in the first week of distribution, then continued to climb to 30 million the first month as social sharing brought the video to broader audiences. Our Weibo had over 20 million reads and over 100,000 discussions. Over 40 mainstream media reported this event and crowned it an “unprecedented event owed to generations in China”.Yasmin’s awareness rose dramatically, on Baidu Index, search increase of 60%, with search on mobile increasing 68%. As a direct result, sales of the morning-after pill, which for a very long time in China has been considered as the regular conception method, dropped 44% YOY where COC increased by 42%. Strategy Most women give birth to their first child in China by the age of 27-28, by which time they would be married with a job, and able to take on the personal and financial responsibility for looking after a child. Under this age, therefore, is when much of abortions happen. We decided that the student population was the most in need of education on COC pills.We realised we could not drive sales without educating our young women and men about their options in safe sex. Creating a dialogue on the topic of sex offered us a way to both grab attention in a pretty conservative society, and nurture a change in behaviour.We started our revolution on Chinese university campuses and delivered straight to the hands of the young Chinese students – through their mobile.
Yasmin 的性教育革命
暂无简介
Yasmin's Sex-ed Revolution
暂无简介
基本信息
暂无评分
已有{{caseInfo.tatolPeople}}人评分
创作者
案例详情
涵盖全球100万精选案例，涉及2800个行业，包含63000个品牌
热门节日97个，23个维度智能搜索
-
项目比稿
品类案例按时间展现，借鉴同品牌策略，比稿提案轻松中标
-
创意策划
任意搜索品牌关键词，脑洞创意策划1秒呈现
-
竞品调研
一键搜索竞品往年广告，一眼掌握对手市场定位
-
行业研究
热词查看洞悉爆点，抢占行业趋势红利
登录后查看全部案例信息
如果您是本案的创作者或参与者 可对信息进行完善
