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由尊重驱动

案例简介：战略我们利用巴西人对 f1 的热情，在开赛期间发起了我们的挑战。该视频很快进入了 Globo 的数字频道: Globo Play 、 Youtube Globo 频道、尊重网站、脸谱网、推特，以及新闻网站 G1.com 和 Globo Esporte.com。使用网络的策略有两个目标: 放大信息和与通过网络看到 Globo 内容的观众交谈。因此，那些热爱运动的人，无论是在电视上还是在网上，都意识到残疾人可以做任何事情结果 8900万观众受到了电视和网络上的运动的影响。露营促进了罗德里戈 · 门德斯研究所 317% 的流量增长，罗德里戈 · 门德斯研究所网站 273% 的流量增长。其中一个关于该项目的视频在 facebook 上有 636.000 多个赞。该项目出现在环球电视台的体育、娱乐和新闻节目中，覆盖了巴西 98% 的城市,达到全国人口的 99.6%。除了在巴西举行的重要社会责任活动之外，还在 2017 青年经济全球领导人峰会和世界经济论坛上讨论了这一问题。这是 2017年世界经济论坛青年经济全球领导人峰会上讨论的，它已经被安排在创新的重要活动中,大众汽车邀请我们在一次汽车展上展示我们的汽车，重点是汽车创新和移动趋势执行为了证明限制是可以克服的，也是偏见，我们向全球残疾权利领导者罗德里戈 · 门德斯提出挑战，要求他成为第一个驾驶一辆精神控制赛车的四肢瘫痪男子。我们为他制造了一辆特殊的汽车，就像一级方程式赛车一样，并把 # 尊重放在上面。为了让他能够开车，我们开发了一种混合技术，将脑电图、大脑驱动扫描仪、转向算法和轨迹映射相结合。为了提高认识并扩大对尊重的讨论，我们推出了 “一切从尊重开始” 网站 (respeito.globo.com)，这是一个与联合国和非政府组织合作的数字平台, 敦促人们尊重差异和改变态度。概要巴西有 4500万残疾人。53.8% 不在工作市场上。15 岁以上残疾人的文盲率为 81.7%。这些数据表明，我们生活在一个偏见的社会，在这个社会中，残疾比能力更突出。为了改变这一现实，有必要引发深刻的反思，改变人们在处理分歧时的心态。一切始于尊重。它是平等社会的基础。为了传播这一信息，我们结合了全球电视的意识力量 -- 覆盖了巴西 98% 的城市, 达到全国 99.6% 的人口 -- 罗德里戈 · 门德斯研究所的信誉及其与残疾人权利相关的工作。活动描述技能如何比限制更突出？我们如何敦促人们尊重多样性和克服偏见？我们邀请一名四肢瘫痪的人驾驶赛车。大多数人会说这是不可能的。但不是我们，也不是我们的飞行员，罗德里戈 · 门德斯 -- 罗德里戈 · 门德斯研究所的创始人，为残疾人包容而战。如果四肢瘫痪的人可以驾驶赛车，残疾人还能做什么？

由尊重驱动

案例简介：Strategy We took advantage of Brazilians’ passion for Formula 1 to launch our challenge during the broadcasting of the opening season. The video soon entered the digital channels of Globo as: Globo Play, Youtube Globo Channel, Respect website, Facebook, Twitter, in addition to the news sites G1.com and Globo Esporte.com. The strategy of using the web has two goals: amplify the message and talk to the viewers who see Globo’s content through web. Thus, those who love sports, whether they are on TV or on the web, have realized that a person with a disability can do everything Outcome 89 million viewers were impacted by the campaign on TV and Web. The camping promoted 317% traffic increase to Rodrigo Mendes Institute fanpage and 273% traffic increase to the website of Rodrigo Mendes Institute.One of the videos about the project had more than 636.000 likes on facebook.The project was featured in sports, entertainment and news programs on Globo TV, that covers 98% of all Brazilian cities, reaching 99.6% of the country's population.It was also discussed on the Young Economic Global Leader Summit 2017 and World Economic Forum, besides important Social Responsibility events in Brazil.It was discussed on Young Economic Global Leader Summit of 2017, World Economic Forum and it is already scheduled to figure in important events of innovation, technology and social responsibility, as well as universities fairs.Volkswagen invited us to present our car in an auto show, focused on automotive innovations and mobility trends Execution To show that limits can be overcome and also prejudice, we challenged Rodrigo Mendes - a global leader for disability-rights - to be the first quadriplegic man to drive a race car with mind control. We build a special car for him, just like a Formula 1 car, and put #Respect all over it. To enable him to drive, we developed a hybrid technology combining EEG brain powered scanner, with steering algorithm and track mapping. To increase awareness and broaden the discussion about respect, we launched the website "Everything starts with respect" (respeito.globo.com), a digital platform in partnership with the UN and non-governmental organizations, to urge people to respect differences and change attitudes. Synopsis Brazil has 45 million people with some disability. 53.8% are out of the work market. Illiteracy rate amongst disabled people older than 15 is of 81.7%. These data show that we live in a prejudiced society, in which disabilities stand out more than capabilities.To transform this reality, it’s necessary to provoke a deep reflection and change people’s mindset when dealing with differences. Everything starts with respect. And it is the bases of an equality society. To spread this message, we combined the awareness power of Globo TV – that covers 98% of all Brazilian cities, reaching 99.6% of the country's population - with the credibility of Rodrigo Mendes Institute and its relevant work that is done related to disabled people’s right. CampaignDescription How can skills stand out more than limitations? How can we urge people to respect diversity and overcome prejudices?We invited a quadriplegic to drive a race car. Most people would say that this would be impossible. But not us, neither our pilot, Rodrigo Mendes – founder of Rodrigo Mendes Institute that fights for disabled inclusion. If a quadriplegic can drive a racing car, what else is a disabled person unable to do?