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暴力之歌
案例简介：战略 为了开始辩论，我们首先需要识别歌曲。一位女性音乐策展人被邀请帮助我们建立数据库，同时根据法律将歌曲映射到暴力案件。该列表有 300 多个标题，在视频和音频流媒体平台上有数十亿次播放。这个想法是在 15 岁到 30 岁的年轻观众寻找他们喜欢的歌曲的那一刻影响他们。我们选择了理想的应用程序: Shazam。每当用户试图识别一首包含暴力侵害妇女行为的歌曲时，他都会收到警告。然后，他听了一个女人的真实证词，这个女人在同样的情况下，比如在歌词中。 结果 高参与度: 这条消息非常相关，在媒体的背景下。63% 点击横幅的用户听了证词。只有 6% 的用户在听了之后开始下载/获取/流式播放这首歌奖状。直接影响超过 1 毫米的用户。 相关性 暴力之歌是一个媒体发挥重要作用的想法: 它以一种巧妙的方式结合了 3 个不同的数据库，目标映射和将横幅 (一种非常简单的格式) 链接到完美的上下文, 起源和观众。 概要 巴西最大的报纸之一 estad ã o 与处理家庭暴力谴责的热线 Disque denunica 合作，将对妇女的暴力放在聚光灯下。据世界卫生组织称，每三个妇女中就有一个在一生中遭受暴力。在巴西，这个数字甚至更高: 每 15 秒就有一名妇女遭受某种暴力。巴西没有关于歌曲内容警告的法律。没有限制。大多数时候，这些歌曲很受欢迎，由青少年播放和演唱，只是没有意识到他们实际上在宣传什么。在这种情况下，estad ã o 将在数字平台上讨论此事，这与观众真正相关，并带来信息和不同的观点。 活动描述 “暴力之歌” 作为一种想法，其存在取决于对数据的创造性使用。我们用 Shazam 来识别宣扬基于性别的暴力的歌曲，然后将它们与遭受同样虐待的妇女的实际证词相匹配。根据巴西联邦法律 11340，我们开始想出了一份真正的歌曲清单，其中包含了对妇女的暴力行为。他们都是根据歌词内容和法律声明来标记的。Disque denu ncia 给了我们真实的故事来分享。这些感言与数百首带有标签的歌曲的列表相匹配，将故事与歌曲歌词相匹配。是时候进行一些媒体情报了: 每首歌曲都有自己的感言。这样，匹配的歌词和真正的虐待故事只会出现在一起。人们会听一个真实的故事，适合他们想要听的歌曲的歌词。 执行 巴西是一个移动国家: 每个居民平均有两个设备，至少一个是智能手机。尽管数字富有表现力，但像 Shazam 这样的科技公司仍然没有当地办事处，这使得谈判非常困难，超出了语言和距离的障碍。这是一种全新的媒体形式，需要几个月的测试。配置期: 4月4日至 2016年5月5日，直指巴西最大的城市: 圣保罗和里约热内卢。这些地区拥有该国 68% 的 Shazam 用户，保证了 Android 和 iOS 设备上毫米用户的影响。
暴力之歌
案例简介：Strategy To start the debate, we first needed to identify the songs. A female music curator was invited to help us building the database while mapping the songs to cases of violence according to the law. The list had more than 300 titles, with billions of plays on video and audio streaming platforms.The idea was to impact young audiences between 15 and 30 years old at the very moment in which they are searching for a song they liked. We chose the app that was ideal to do that: Shazam. Whenever the user tries to identify a song containing violence against women, he gets an alert about it. Then, he listens to a real testimonial of a woman who has been on an identical situation such as in the lyrics. Outcome High engagement level: the message was really relevant and in the context of the media.63% of the users who clicked the banner listened to the testimonialOnly 6% of the users proceeded to downloading/getting/streaming the song after listening to the testimonial.Direct impact in over 1MM users. Relevancy Songs of Violence is an idea in which media plays an important role: it combines 3 different databases in a clever way, target mapping and linking banners, a very simple format, to the perfect context, origin and audience. Synopsis Estadão, one of Brazil's biggest newspaper, partnered up with Disque Denuncia, hotline that deals with domestic violence denounces, to put violence against women on the spotlight. According to the World Health Organization, one out of three women will suffer violence during her life. And, in Brazil, the numbers are even higher: every 15 seconds a women suffer some kind of violence. Brazil has no law regarding warnings on songs contents. There are no restrictions. Most of the time, these songs are quite popular, being played and sung by teenager that just doesn't realize what they are actually promoting.On this scenario, Estadão will bring the matter to discussion on digital platforms, really relevant to the audience, bringing information and a different point of view to it. Campaign Description "Songs of Violence" as an idea whose very existence depends on the creative use of data. We used Shazam to identify songs that promote gender-based violence and then match them to actual testimonials of women who suffered identical abuse.We started came up with a list of real songs that contained violence against women on it's lyrics, according to Brazil's Federal Law 11340. They were all tagged according to the lyrics content and the laws statements.Disque Denúncia gave us real stories to be shared. These testimonials were crossed with the list of hundreds of tagged songs, matching the stories to the song lyrics.It was time for some media intelligence: each song was given it's own testimonial. This way, matching lyrics and real abuse story would only appear together. And people would listen to a real story that would fit the lyrics of the song they intended to hear. Execution Brazil is a mobile country: an average count of two devices per habitant, being at least one a smartphone. Despite expressive numbers, tech companies like Shazam still don't have local offices, what made negotiation quite difficult, beyond barriers of language and distance. It was a brand new media format that required a few months of testing.Placement period: April 4th 'till May 5th 2016, directed to the biggest cities in Brazil: São Paulo and Rio de Janeiro. These are the area that hold 68% of Shazam users in the country, guaranteeing an impact of more than a 1MM users on both Android and iOS devices.
Songs Of Violence
案例简介：战略 为了开始辩论，我们首先需要识别歌曲。一位女性音乐策展人被邀请帮助我们建立数据库，同时根据法律将歌曲映射到暴力案件。该列表有 300 多个标题，在视频和音频流媒体平台上有数十亿次播放。这个想法是在 15 岁到 30 岁的年轻观众寻找他们喜欢的歌曲的那一刻影响他们。我们选择了理想的应用程序: Shazam。每当用户试图识别一首包含暴力侵害妇女行为的歌曲时，他都会收到警告。然后，他听了一个女人的真实证词，这个女人在同样的情况下，比如在歌词中。 结果 高参与度: 这条消息非常相关，在媒体的背景下。63% 点击横幅的用户听了证词。只有 6% 的用户在听了之后开始下载/获取/流式播放这首歌奖状。直接影响超过 1 毫米的用户。 相关性 暴力之歌是一个媒体发挥重要作用的想法: 它以一种巧妙的方式结合了 3 个不同的数据库，目标映射和将横幅 (一种非常简单的格式) 链接到完美的上下文, 起源和观众。 概要 巴西最大的报纸之一 estad ã o 与处理家庭暴力谴责的热线 Disque denunica 合作，将对妇女的暴力放在聚光灯下。据世界卫生组织称，每三个妇女中就有一个在一生中遭受暴力。在巴西，这个数字甚至更高: 每 15 秒就有一名妇女遭受某种暴力。巴西没有关于歌曲内容警告的法律。没有限制。大多数时候，这些歌曲很受欢迎，由青少年播放和演唱，只是没有意识到他们实际上在宣传什么。在这种情况下，estad ã o 将在数字平台上讨论此事，这与观众真正相关，并带来信息和不同的观点。 活动描述 “暴力之歌” 作为一种想法，其存在取决于对数据的创造性使用。我们用 Shazam 来识别宣扬基于性别的暴力的歌曲，然后将它们与遭受同样虐待的妇女的实际证词相匹配。根据巴西联邦法律 11340，我们开始想出了一份真正的歌曲清单，其中包含了对妇女的暴力行为。他们都是根据歌词内容和法律声明来标记的。Disque denu ncia 给了我们真实的故事来分享。这些感言与数百首带有标签的歌曲的列表相匹配，将故事与歌曲歌词相匹配。是时候进行一些媒体情报了: 每首歌曲都有自己的感言。这样，匹配的歌词和真正的虐待故事只会出现在一起。人们会听一个真实的故事，适合他们想要听的歌曲的歌词。 执行 巴西是一个移动国家: 每个居民平均有两个设备，至少一个是智能手机。尽管数字富有表现力，但像 Shazam 这样的科技公司仍然没有当地办事处，这使得谈判非常困难，超出了语言和距离的障碍。这是一种全新的媒体形式，需要几个月的测试。配置期: 4月4日至 2016年5月5日，直指巴西最大的城市: 圣保罗和里约热内卢。这些地区拥有该国 68% 的 Shazam 用户，保证了 Android 和 iOS 设备上毫米用户的影响。
Songs Of Violence
案例简介：Strategy To start the debate, we first needed to identify the songs. A female music curator was invited to help us building the database while mapping the songs to cases of violence according to the law. The list had more than 300 titles, with billions of plays on video and audio streaming platforms.The idea was to impact young audiences between 15 and 30 years old at the very moment in which they are searching for a song they liked. We chose the app that was ideal to do that: Shazam. Whenever the user tries to identify a song containing violence against women, he gets an alert about it. Then, he listens to a real testimonial of a woman who has been on an identical situation such as in the lyrics. Outcome High engagement level: the message was really relevant and in the context of the media.63% of the users who clicked the banner listened to the testimonialOnly 6% of the users proceeded to downloading/getting/streaming the song after listening to the testimonial.Direct impact in over 1MM users. Relevancy Songs of Violence is an idea in which media plays an important role: it combines 3 different databases in a clever way, target mapping and linking banners, a very simple format, to the perfect context, origin and audience. Synopsis Estadão, one of Brazil's biggest newspaper, partnered up with Disque Denuncia, hotline that deals with domestic violence denounces, to put violence against women on the spotlight. According to the World Health Organization, one out of three women will suffer violence during her life. And, in Brazil, the numbers are even higher: every 15 seconds a women suffer some kind of violence. Brazil has no law regarding warnings on songs contents. There are no restrictions. Most of the time, these songs are quite popular, being played and sung by teenager that just doesn't realize what they are actually promoting.On this scenario, Estadão will bring the matter to discussion on digital platforms, really relevant to the audience, bringing information and a different point of view to it. Campaign Description "Songs of Violence" as an idea whose very existence depends on the creative use of data. We used Shazam to identify songs that promote gender-based violence and then match them to actual testimonials of women who suffered identical abuse.We started came up with a list of real songs that contained violence against women on it's lyrics, according to Brazil's Federal Law 11340. They were all tagged according to the lyrics content and the laws statements.Disque Denúncia gave us real stories to be shared. These testimonials were crossed with the list of hundreds of tagged songs, matching the stories to the song lyrics.It was time for some media intelligence: each song was given it's own testimonial. This way, matching lyrics and real abuse story would only appear together. And people would listen to a real story that would fit the lyrics of the song they intended to hear. Execution Brazil is a mobile country: an average count of two devices per habitant, being at least one a smartphone. Despite expressive numbers, tech companies like Shazam still don't have local offices, what made negotiation quite difficult, beyond barriers of language and distance. It was a brand new media format that required a few months of testing.Placement period: April 4th 'till May 5th 2016, directed to the biggest cities in Brazil: São Paulo and Rio de Janeiro. These are the area that hold 68% of Shazam users in the country, guaranteeing an impact of more than a 1MM users on both Android and iOS devices.
暴力之歌
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Songs Of Violence
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