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# 身体原
案例简介：背景 英国育儿零售商Mothercare一直处于领先位置，但最近，他们一直在努力保持相关性。 Mothercare需要通过与历史上作为其品牌核心的价值观重新联系来进行转型-对父母的同情。 此转换围绕以下内容进行: 1) 将重点从婴儿转移到父母 该类别侧重于婴儿-爸爸几乎没有特征，妈妈经常被从图像中裁剪出来 (我们将其标记为安妮·博林效应)。所有的注意力都集中在婴儿上，父母的需求被忽略了-我们忘记了新生婴儿意味着新父母。如果Mothercare可以在父母进入父母身份的第一步中帮助父母，那么这些父母将更有条件照顾他们的孩子。 2) 更好地代表父母的频谱 有一个孩子会团结所有人 (不分宗教、信仰、性别)。但是，迄今为止，父母在广告中的代表性非常狭窄-程式化，理想化，粉刷和喷绘。毫不奇怪，41% 的父母并不觉得自己被品牌所代表 (主要研究)。Mothercare希望更好地反映育儿经历的范围。 这两个重点将对父母的照顾放在了母亲照顾的核心，而这份简报旨在将这些价值观变为现实。 描述您所在地区的文化/社会/政治气候以及在此背景下您的竞选活动的重要性 在西方媒体中，女性的身体仍然被公开地性别化，客观化，喷绘，并保持着很高的美容标准。即使在出生后直接代表女性的情况下，这也是正确的。对产后身体的诚实描绘，包括所有变化: 剖腹产疤痕，妊娠纹，皮肤松弛，婴儿体重和脐疝; * 从未 * 在广告中显示过。 在怀孕期间，一个女人的身体经历了一个令人难以置信的转变，创造了生命，出生后它经历了另一个 (很少提及)-处理你的身体没有婴儿。这不仅让女性感到空虚、泄气和下垂，而且她们也承受着令人难以置信的 “减肥” 压力，神奇地回到了她们以前的样子 -- 媒体加剧了这种压力，“反弹” 的名人的搓板腹肌，以及社交媒体上的镜头前后。 我们的研究发现，80% 的母亲将自己的身体与不切实际的理想进行比较，但我们从未在媒体上看到诚实的写照。表象与现实之间的这种差距造成了不健康的比较，并且是产后抑郁症的主要原因。实际上，80% 的妈妈将不足的感觉归因于媒体中缺乏逼真的产后身体图像。 描述创意 母亲们经历了一次重大转变，创造了生命。值得庆祝的壮举，而不是羞耻或不足的根源。对于Mothercare，支持父母的一部分是对他们面临的问题的理解，并确保他们得到公平和现实的代表。 # Bodyproudums采取了大胆的步骤，粉碎了广告和社交媒体惯例，只展示了完美的snapback身体。取而代之的是，产后身体的现实，以其所有不同的光辉表现形式展现出来，使每个人的经历正常化，并庆祝他们的身体真正令人难以置信。这一点以简单的标题 “美丽，不是吗？” 直接挑战观众重新考虑他们对美的先入之见以及如何代表女性。 这将引发关于产后身体和女性代表性的积极和必要的对话，并让母亲放心，她们并不孤单，帮助她们对自己神奇的身体感到自信。 描述策略 我们的专有研究发现了一些令人担忧的统计数据。 80% 的母亲将自己与周围的人进行比较，并在媒体上显示图像。 妈妈的81% 将不足的感觉归因于媒体中缺乏逼真的产后身体图像。 78% 的妈妈认为不切实际的身体理想可能是产后抑郁症的一个因素。 53% 的妈妈在社交媒体上与其他妈妈竞争，以恢复怀孕前的身体。 57% 的妈妈对怀孕如何影响他们的身体感到尴尬。 如果产后身体的现实是 * 从来没有 * 代表，所有母亲看到的都是名人和其他母亲 “反弹” 的图像，这就会产生不充分的感觉，并导致产后抑郁症。 我们的策略是阻止 “反弹” 的身体神话获胜，通过与新妈妈、爸爸和身体积极分子就产后身体引发积极的对话来正面解决这个 “现实差距”。 描述执行情况 至关重要的是，我们要以各种各样的产后身体来反映真实的妈妈。在举行了公开选角电话之后，该活动在整个为期2周的时间内推出了一系列十幅肖像。e伦敦地铁、公关、社会和母亲护理网站。 我们的摄影师保证2017年在她的作品中不要对皮肤进行数字化操作。我们之所以选择她，是因为她的摄影诚实，风格简单，而且至关重要的是，她能够捕捉非专业保姆的纯粹情感。 死刑被无情地削减了。简单的说法 “美丽，不是吗？” 挑衅，而母亲的名字和产后几周告诉观众这是一个真正的妈妈。 在适当的情况下，肖像伴随着母亲的故事。这些关于母亲对自己身体的感觉的个人描述是在拍摄时手写在日记中，并进一步增强了与所有母亲的同理心和情感联系。 描述结果/影响 迄今为止的结果: 到达 我们支付的50倍。7.87亿总印象，其中只有1550万人得到了报酬。 每个潜在覆盖范围的成本 = 0.0002英镑 Facebook品牌提升调查显示，品牌知名度为12.44点 (平均7.44点)-Facebook表示，他们从未见过这样的结果。 品牌 人们喜欢它。广泛参与导致品牌指标提升的活动: “母亲护理是一个关心父母的品牌” 中的19% 提升 “Mothercare理解育儿问题” 中的20% 提升 “母亲护理是我喜欢的品牌” 中的18% 提升 业务 + 2.8% 市场份额从竞选前的时期开始增加 最重要的是 我们的母亲对这项运动做出了回应: “我今天需要看看这个” “这让我再次感到人性化” “这场运动帮助我意识到我并不孤单” 总体 对于只花费157,212英镑 (媒体，创意和公关) 的竞选活动来说还不错
# 身体原
案例简介：Background British parenting retailer, Mothercare, has always led the field, but recently, they’ve struggled to maintain relevance. Mothercare needed to transform by reconnecting with values that were historically at the core of their brand - empathy for parents. This transformation centred around: 1) Shifting focus from baby to parents The category focuses on the baby - dad barely features and mum is often cropped out of the imagery (something we’ve labelled the Anne Boleyn Effect). With all the focus on the baby, parents’ needs are neglected - we forget a new baby means a new parent. If Mothercare can help parents during their first tentative steps into parenthood then those parents will be better placed to look after their little ones. 2) Better representation of the spectrum of parents Having a child unites all (irrespective of religion, creed, gender). But parental representation in advertising has been very narrow to date - stylised, idealised, whitewashed and airbrushed. No surprise that 41% of parents don’t feel represented by brands (primary research). Mothercare want to better reflect the spectrum of parenting experiences. These two pivots put care for parents at the heart of Mothercare and this brief was to bring these values to life. Describe the cultural/social/political climate in your region and the significance of your campaign within this context Women’s bodies are still overtly sexualised, objectified, airbrushed, and held to unattainably high beauty standards in the western media. This stands true even in representations of women straight after birth. An honest portrayal of the postpartum body, with all its variations: c-section scars, stretch-marks, loose skin, baby weight and umbilical hernias; has *never* been shown in advertising. During pregnancy a woman’s body undergoes an incredible transformation to create life and post-birth it undergoes another (little-mentioned) one - dealing with your body without a baby. Not only does this leave women feeling empty, deflated and saggy but they’re also under incredible pressure to “lose the baby weight” and magically return to how they looked before - a pressure intensified by the media, the washboard abs of celebrities who “bounce-back” and the before and after shots that pervade social media. Our research found 80% of mothers compare their bodies to unrealistic ideals, and yet we never see an honest portrayal in the media. This gap between representation and reality creates unhealthy comparisons and is a major contributor to postnatal depression. In fact, 80% of mums attribute feelings of inadequacy to the lack of realistic images of post-birth bodies in the media. Describe the creative idea Mothers have undergone a major transformation to create life. A feat to be celebrated, rather than a source of shame or inadequacy. For Mothercare, part of supporting parents is demonstrating an understanding of the issues they face and ensuring they are fairly and realistically represented. #BodyProudMums took the bold step of smashing advertising and social media conventions of only showing perfect snapback bodies. Instead, the reality of the postpartum body, in all of its different glorious manifestations, is on display, normalising each individual’s experience and celebrating how incredible their bodies truly are. This point is hammered home with the simple headline ‘Beautiful, isn’t she.’, directly challenging the viewer to reconsider their preconceptions of beauty, and how women are represented. This would spark positive and necessary conversation about the postpartum body and the representation of women, and reassure mothers they’re not alone, helping them feel confident in their own, miraculous bodies. Describe the strategy Our proprietary research unearthed some worrying statistics. 80% of mothers compare themselves to those around them, and images in the media. 81% of mums attribute feelings of inadequacy to the lack of realistic images of post-birth bodies in the media. 78% of mums think unrealistic body ideals can be a factor in postnatal depression. 53% of mums feel in competition with other mums on social media to return to their pre-pregnancy body. 57% of mums feel embarassed by how pregnancy has affected their bodies. If the reality of the postpartum body is *never* represented, and all mothers see are images of celebrities and other mothers “bouncing back”, this creates feelings of inadequacy and contributes to postnatal depression. The strategy was to stop the “bounce-back” body myths from winning, tackling this “reality gap” head-on by sparking a positive conversation about the postpartum body with new mums, dads, and body-positivity activists. Describe the execution It was vital that we reflect real mums with a diverse range of post-birth bodies. Having held open casting calls, the campaign launched with a series of ten portraits for a 2 week period across the London Underground, PR, social and the mothercare website. Our photographer pledged in 2017 not to digitally manipulate skin in her work. We chose her for this photographic honesty, simplicity of style, and critically, her ability to capture the pure emotion of non-professional sitters. The execution is ruthlessly pared back. The simple statement ‘Beautiful, isn’t she.’ provokes, while the mother’s name and weeks postpartum tell the viewer this is a real mum. Where appropriate, the portraits were accompanied by the mothers’ stories. These personal accounts of how the mothers felt about their bodies were hand-written in journals while on the shoot and further enhance the empathy and emotional connection with all mothers. Describe the results/impact Results to date: REACH 50x the reach we paid for. 787 million total impressions, of which only 15.5 million were paid. Cost per potential reach = £0.0002 Facebook brand uplift survey showed +12.44pts in brand awareness (average 7.44pts) - Facebook said they’d never seen results like this. BRAND People loved it. Extensively engaging with the campaign which led to an uplift in brand metrics: 19% uplift in "Mothercare is a brand that cares for parents” 20% uplift in "Mothercare understands parenting issues” 18% uplift in "Mothercare is a brand I love” BUSINESS +2.8% market share increase from the period immediately before the campaign MOST IMPORTANTLY Our mothers responded to the campaign: “I needed to see this today” “It makes me feel human again” “This campaign helps me realize I am not alone” OVERALL Not bad for a campaign that only cost £157,212 all-in (media, creative, and PR)
#BodyProudMums
案例简介：背景 英国育儿零售商Mothercare一直处于领先位置，但最近，他们一直在努力保持相关性。 Mothercare需要通过与历史上作为其品牌核心的价值观重新联系来进行转型-对父母的同情。 此转换围绕以下内容进行: 1) 将重点从婴儿转移到父母 该类别侧重于婴儿-爸爸几乎没有特征，妈妈经常被从图像中裁剪出来 (我们将其标记为安妮·博林效应)。所有的注意力都集中在婴儿上，父母的需求被忽略了-我们忘记了新生婴儿意味着新父母。如果Mothercare可以在父母进入父母身份的第一步中帮助父母，那么这些父母将更有条件照顾他们的孩子。 2) 更好地代表父母的频谱 有一个孩子会团结所有人 (不分宗教、信仰、性别)。但是，迄今为止，父母在广告中的代表性非常狭窄-程式化，理想化，粉刷和喷绘。毫不奇怪，41% 的父母并不觉得自己被品牌所代表 (主要研究)。Mothercare希望更好地反映育儿经历的范围。 这两个重点将对父母的照顾放在了母亲照顾的核心，而这份简报旨在将这些价值观变为现实。 描述您所在地区的文化/社会/政治气候以及在此背景下您的竞选活动的重要性 在西方媒体中，女性的身体仍然被公开地性别化，客观化，喷绘，并保持着很高的美容标准。即使在出生后直接代表女性的情况下，这也是正确的。对产后身体的诚实描绘，包括所有变化: 剖腹产疤痕，妊娠纹，皮肤松弛，婴儿体重和脐疝; * 从未 * 在广告中显示过。 在怀孕期间，一个女人的身体经历了一个令人难以置信的转变，创造了生命，出生后它经历了另一个 (很少提及)-处理你的身体没有婴儿。这不仅让女性感到空虚、泄气和下垂，而且她们也承受着令人难以置信的 “减肥” 压力，神奇地回到了她们以前的样子 -- 媒体加剧了这种压力，“反弹” 的名人的搓板腹肌，以及社交媒体上的镜头前后。 我们的研究发现，80% 的母亲将自己的身体与不切实际的理想进行比较，但我们从未在媒体上看到诚实的写照。表象与现实之间的这种差距造成了不健康的比较，并且是产后抑郁症的主要原因。实际上，80% 的妈妈将不足的感觉归因于媒体中缺乏逼真的产后身体图像。 描述创意 母亲们经历了一次重大转变，创造了生命。值得庆祝的壮举，而不是羞耻或不足的根源。对于Mothercare，支持父母的一部分是对他们面临的问题的理解，并确保他们得到公平和现实的代表。 # Bodyproudums采取了大胆的步骤，粉碎了广告和社交媒体惯例，只展示了完美的snapback身体。取而代之的是，产后身体的现实，以其所有不同的光辉表现形式展现出来，使每个人的经历正常化，并庆祝他们的身体真正令人难以置信。这一点以简单的标题 “美丽，不是吗？” 直接挑战观众重新考虑他们对美的先入之见以及如何代表女性。 这将引发关于产后身体和女性代表性的积极和必要的对话，并让母亲放心，她们并不孤单，帮助她们对自己神奇的身体感到自信。 描述策略 我们的专有研究发现了一些令人担忧的统计数据。 80% 的母亲将自己与周围的人进行比较，并在媒体上显示图像。 妈妈的81% 将不足的感觉归因于媒体中缺乏逼真的产后身体图像。 78% 的妈妈认为不切实际的身体理想可能是产后抑郁症的一个因素。 53% 的妈妈在社交媒体上与其他妈妈竞争，以恢复怀孕前的身体。 57% 的妈妈对怀孕如何影响他们的身体感到尴尬。 如果产后身体的现实是 * 从来没有 * 代表，所有母亲看到的都是名人和其他母亲 “反弹” 的图像，这就会产生不充分的感觉，并导致产后抑郁症。 我们的策略是阻止 “反弹” 的身体神话获胜，通过与新妈妈、爸爸和身体积极分子就产后身体引发积极的对话来正面解决这个 “现实差距”。 描述执行情况 至关重要的是，我们要以各种各样的产后身体来反映真实的妈妈。在举行了公开选角电话之后，该活动在整个为期2周的时间内推出了一系列十幅肖像。e伦敦地铁、公关、社会和母亲护理网站。 我们的摄影师保证2017年在她的作品中不要对皮肤进行数字化操作。我们之所以选择她，是因为她的摄影诚实，风格简单，而且至关重要的是，她能够捕捉非专业保姆的纯粹情感。 死刑被无情地削减了。简单的说法 “美丽，不是吗？” 挑衅，而母亲的名字和产后几周告诉观众这是一个真正的妈妈。 在适当的情况下，肖像伴随着母亲的故事。这些关于母亲对自己身体的感觉的个人描述是在拍摄时手写在日记中，并进一步增强了与所有母亲的同理心和情感联系。 描述结果/影响 迄今为止的结果: 到达 我们支付的50倍。7.87亿总印象，其中只有1550万人得到了报酬。 每个潜在覆盖范围的成本 = 0.0002英镑 Facebook品牌提升调查显示，品牌知名度为12.44点 (平均7.44点)-Facebook表示，他们从未见过这样的结果。 品牌 人们喜欢它。广泛参与导致品牌指标提升的活动: “母亲护理是一个关心父母的品牌” 中的19% 提升 “Mothercare理解育儿问题” 中的20% 提升 “母亲护理是我喜欢的品牌” 中的18% 提升 业务 + 2.8% 市场份额从竞选前的时期开始增加 最重要的是 我们的母亲对这项运动做出了回应: “我今天需要看看这个” “这让我再次感到人性化” “这场运动帮助我意识到我并不孤单” 总体 对于只花费157,212英镑 (媒体，创意和公关) 的竞选活动来说还不错
#BodyProudMums
案例简介：Background British parenting retailer, Mothercare, has always led the field, but recently, they’ve struggled to maintain relevance. Mothercare needed to transform by reconnecting with values that were historically at the core of their brand - empathy for parents. This transformation centred around: 1) Shifting focus from baby to parents The category focuses on the baby - dad barely features and mum is often cropped out of the imagery (something we’ve labelled the Anne Boleyn Effect). With all the focus on the baby, parents’ needs are neglected - we forget a new baby means a new parent. If Mothercare can help parents during their first tentative steps into parenthood then those parents will be better placed to look after their little ones. 2) Better representation of the spectrum of parents Having a child unites all (irrespective of religion, creed, gender). But parental representation in advertising has been very narrow to date - stylised, idealised, whitewashed and airbrushed. No surprise that 41% of parents don’t feel represented by brands (primary research). Mothercare want to better reflect the spectrum of parenting experiences. These two pivots put care for parents at the heart of Mothercare and this brief was to bring these values to life. Describe the cultural/social/political climate in your region and the significance of your campaign within this context Women’s bodies are still overtly sexualised, objectified, airbrushed, and held to unattainably high beauty standards in the western media. This stands true even in representations of women straight after birth. An honest portrayal of the postpartum body, with all its variations: c-section scars, stretch-marks, loose skin, baby weight and umbilical hernias; has *never* been shown in advertising. During pregnancy a woman’s body undergoes an incredible transformation to create life and post-birth it undergoes another (little-mentioned) one - dealing with your body without a baby. Not only does this leave women feeling empty, deflated and saggy but they’re also under incredible pressure to “lose the baby weight” and magically return to how they looked before - a pressure intensified by the media, the washboard abs of celebrities who “bounce-back” and the before and after shots that pervade social media. Our research found 80% of mothers compare their bodies to unrealistic ideals, and yet we never see an honest portrayal in the media. This gap between representation and reality creates unhealthy comparisons and is a major contributor to postnatal depression. In fact, 80% of mums attribute feelings of inadequacy to the lack of realistic images of post-birth bodies in the media. Describe the creative idea Mothers have undergone a major transformation to create life. A feat to be celebrated, rather than a source of shame or inadequacy. For Mothercare, part of supporting parents is demonstrating an understanding of the issues they face and ensuring they are fairly and realistically represented. #BodyProudMums took the bold step of smashing advertising and social media conventions of only showing perfect snapback bodies. Instead, the reality of the postpartum body, in all of its different glorious manifestations, is on display, normalising each individual’s experience and celebrating how incredible their bodies truly are. This point is hammered home with the simple headline ‘Beautiful, isn’t she.’, directly challenging the viewer to reconsider their preconceptions of beauty, and how women are represented. This would spark positive and necessary conversation about the postpartum body and the representation of women, and reassure mothers they’re not alone, helping them feel confident in their own, miraculous bodies. Describe the strategy Our proprietary research unearthed some worrying statistics. 80% of mothers compare themselves to those around them, and images in the media. 81% of mums attribute feelings of inadequacy to the lack of realistic images of post-birth bodies in the media. 78% of mums think unrealistic body ideals can be a factor in postnatal depression. 53% of mums feel in competition with other mums on social media to return to their pre-pregnancy body. 57% of mums feel embarassed by how pregnancy has affected their bodies. If the reality of the postpartum body is *never* represented, and all mothers see are images of celebrities and other mothers “bouncing back”, this creates feelings of inadequacy and contributes to postnatal depression. The strategy was to stop the “bounce-back” body myths from winning, tackling this “reality gap” head-on by sparking a positive conversation about the postpartum body with new mums, dads, and body-positivity activists. Describe the execution It was vital that we reflect real mums with a diverse range of post-birth bodies. Having held open casting calls, the campaign launched with a series of ten portraits for a 2 week period across the London Underground, PR, social and the mothercare website. Our photographer pledged in 2017 not to digitally manipulate skin in her work. We chose her for this photographic honesty, simplicity of style, and critically, her ability to capture the pure emotion of non-professional sitters. The execution is ruthlessly pared back. The simple statement ‘Beautiful, isn’t she.’ provokes, while the mother’s name and weeks postpartum tell the viewer this is a real mum. Where appropriate, the portraits were accompanied by the mothers’ stories. These personal accounts of how the mothers felt about their bodies were hand-written in journals while on the shoot and further enhance the empathy and emotional connection with all mothers. Describe the results/impact Results to date: REACH 50x the reach we paid for. 787 million total impressions, of which only 15.5 million were paid. Cost per potential reach = £0.0002 Facebook brand uplift survey showed +12.44pts in brand awareness (average 7.44pts) - Facebook said they’d never seen results like this. BRAND People loved it. Extensively engaging with the campaign which led to an uplift in brand metrics: 19% uplift in "Mothercare is a brand that cares for parents” 20% uplift in "Mothercare understands parenting issues” 18% uplift in "Mothercare is a brand I love” BUSINESS +2.8% market share increase from the period immediately before the campaign MOST IMPORTANTLY Our mothers responded to the campaign: “I needed to see this today” “It makes me feel human again” “This campaign helps me realize I am not alone” OVERALL Not bad for a campaign that only cost £157,212 all-in (media, creative, and PR)
# 身体原
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#BodyProudMums
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基本信息
- 广告战役： #Mothercare-网络-52013#
- 广告品牌： Mothercare
- 发布日期： 2020
- 行业领域： 生活服务 , 商场超市
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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