Destination Pride|短视频|广告营销案例【ADGuider广告指南】

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目的地骄傲

案例简介：概要与许多边缘化群体一样，全球男女同性恋、双性恋和变性者 + 社区一直在进行争取平等的长期斗争。在很大程度上，这种斗争贯穿于一个国家的法律、权利和文化格局。例如，婚姻平等、收养、献血、兵役权利，甚至围绕政府文件性别分配的规则 -- 每个规则都可以对一个人的生活产生深远的影响。每一项都受特定的公共政策和法律的管辖。这是大量的数据。导航它会产生持续的复杂性。从其作为支持 LGBTQ + 社区的点对点非营利组织的工作中，加拿大 PFLAG 知道不平等是普遍的，并且根据你在哪里而变化很大。我们的简介: 关注这些不平等 -- 并帮助 LGBTQ + 社区驾驭它们。目标: 照亮全球不平等。吸引全球 LGBTQ + 旅行者。将规模扩大到加拿大的任务。结果与我们关注全球不平等的目标相反: 来自世界 156 个国家 195 个国家的用户 + 搜索 85,000 个目的地并生成旗帜 + 135 个媒体报道商业影响: 在竞选期间，社会对 PFLAG Canada 的提及增加了 1,226%。PFLAG Canada 是一个基层非营利组织，它创造了一个具有全球应用和影响的实用程序。在旅游办公室 (包括新西兰和温哥华) 、政治家 (艾伯塔 MPP 、桑德拉 · 詹森) 和名人 (泰根和萨拉) 之间展开对话。全球主要旅游和 LGBTQ + 社区品牌对合作伙伴的兴趣。所有这些都有助于目的地自豪感，成为 PFLAG 45 年历史中最共享和讨论最多的交流平台。我们的骄傲旗帜可视化已被列入伦敦设计博物馆的平面设计和政治信息回顾。这个名为 “希望不: 图形和政治 2008-18” 的节目一直持续到 2018年8月12日。执行数据可视化。这个项目的核心是动态数据可视化。国旗的每个条形都成为条形图表的条形，每个条形衡量 LGBTQ + 接受的不同方面，包括婚姻平等和性别身份保护。动态设计。由于法律和文化总是在变化，我们的设计可以实时变化 -- 随着法律的通过或取消，或者随着社交媒体活动的积极或消极趋势。即使是简单的共享标志的行为也会创建一个社交数据点，我们的算法将对其进行聚合测量。先简单。我们的设计有利于简单性和可访问性。我们希望用户对工作有一个快速和情绪化的反应。“什么!？我以为旧金山会更高。"逐步披露。一旦用户看到一个简单的标志可视化，我们就有机会深入了解驱动可视化的数据。活动描述想法: 骄傲旗被重新想象成一个动态的数据可视化，测量 LGBTQ + 法律、权利和社会情绪。设计故事: 在美国 LGBTQ + 社区的第一场大竞争的高潮，设计师吉尔伯特 · 贝克创造了骄傲的旗帜。从那时起，这面旗帜就成了接受的有力象征。目的地骄傲建立在这面旗帜的视觉特征和意义上 -- 但是更新它以提供对社区可能发现的接受程度的更深入的见解。PFLAG Canada 是一家全国性的非营利组织，为处理 LGBTQ + 问题的人提供点对点支持。这个项目有力地表达了它对所有人平等的承诺。目标受众: 主要: LGBTQ + 旅行者及其盟友。第二: 全球活动家，他们可以利用这些可视化作为变革的杠杆。第三: 具有平等愿景的全球合作伙伴。

目的地骄傲

案例简介：Synopsis As with many marginalized groups, the global LGBTQ+ community has been engaged in a long and ongoing struggle for equality. To a large extent, that struggle plays out across a country's laws, rights and cultural landscape. For example, marriage equality, adoption, blood donation, military service rights, even the rules surrounding gender assignment on government documentation - each can have a profound impact on a person's life. And each are governed by specific public policies and laws. This is a lot of data. And navigating it creates ongoing complexity. From its work as a peer-to-peer not-for-profit supporting the LGBTQ+ community, PFLAG Canada knew that inequalities are both widespread and vary widely depending where you are. Our brief: draw attention to these inequalities - and help the LGBTQ+ community navigate them. Objectives: Shine a light on global inequalities. Engage global LGBTQ+ travellers. Bring scale to PFLAG Canada's mandate. Outcome Against our goal of drawing attention to global inequalities: Users from 156 of the world's 195 countries +85,000 destinations searched and flags generated +135 pieces of media coverage Business impact: 1,226% increase in social mentions of PFLAG Canada during campaign period PFLAG Canada is a grassroots not-for-profit that's created a utility with global application and impact. Conversation activation across tourism offices (including New Zealand and Vancouver), politicians (Alberta MPP, Sandra Jansen) and celebrities (Tegan and Sara). Partnership interest from major global travel and LGBTQ+ community brands. All contributing to Destination Pride being the most shared and discussed communication platform in PFLAG's 45-year history. Our Pride flag visualizations have been included in the London Design Museum's retrospective on graphic design and political messaging. The show, called, "Hope to Nope: Graphics and Politics 2008-18" runs until August 12, 2018. Execution Data visualization. At the heart of this project is a dynamic data visualization. Each bar of the flag becomes the bar of a bar chart, each measuring a different aspect of LGBTQ+ acceptance, including marriage equality and gender identity protections. Dynamic Design. Since the laws and cultures are always changing, our design can change in real time - as laws are passed or struck down, or as social media activity trends positive or negative. Even the simple act of sharing a flag creates a social data point that our algorithm will measure on aggregate. Simple First. Our design favours simplicity and accessibility. We want users to have a quick and emotional reaction to the work. "What!? I thought San Francisco would be higher." Progressive Disclosure. Once a user sees a simple flag visualization, we offer the chance to go deeper and see the data that drives the visualization. CampaignDescription The idea: The Pride flag reimagined as a dynamic data visualization measuring LGBTQ+ laws, rights and social sentiment. Design story: At the height of the American LGBTQ+ community's first big fights for acceptance, the designer Gilbert Baker created the Pride flag. Since then, this flag has become a powerful symbol of acceptance. Destination Pride builds on the visual identity and meaning of this flag - but updates it to provide deeper insights into the degrees of acceptance the community may find. PFLAG Canada is a national not-for-profit offering peer-to-peer support for people dealing with LGBTQ+ issues. This project is a powerful expression of its commitment to equality for all people. Target audience: Primary: LGBTQ+ travellers and their allies. Secondary: Global activists who can use these visualizations as levers for change. Tertiary: Global partners with a vision for equality.