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最后一列
案例简介：为什么这项工作与娱乐相关？ 最后一个专栏是令人震惊的，情绪化的，迷人的内容，从视频到音频，通过书籍和印刷品，它传达了 CPJ (保护记者委员会) 前所未有的信息,把战地记者的谋杀和安全问题带回我们的日常谈话中。 背景 保护记者委员会 (CPJ) 是一个独立的非营利组织，在世界范围内促进新闻自由，捍卫记者安全报道新闻的权利，而不用担心报复。每年都有许多记者报道新闻。虽然许多人听说过像 Jamal Khashoggi 这样引人注目的案件，但公众完全不知道这种情况的悲惨范围: 1,337 名记者在 1992年因公殉职。 我们如何让公众记住这些记者并谈论那些仍在现场的人的安全？ 描述创意 我们创建了一个纪念运动，引起了人们对新闻业人力成本的关注: 最后一个专栏。一项综合倡议，以一个由在行动中被杀害的 1,337 名记者的名字组成的标志为特色，这本书收集了 20 多名被杀害记者的最终作品,以及对他们朋友和家人的视频和音频采访。一种让在新闻采集服务中被杀害的勇敢的男人和女人永垂不朽的方法。 描述策略 我们想利用那些最接近问题的人: 新闻机构、主要记者和新闻自由倡导者，来帮助扩大我们的信息: “他们的遗产现在掌握在我们手中”。我们确定了对暴力侵害记者采取巨大立场的主要渠道，并将他们招募为合作者。这导致了捐赠的媒体，包括《华盛顿邮报》、《纽约时报》、《华尔街日报》和《纽约邮报》 3 天的整版广告。我们还预先介绍了主要的独家新闻，如单片眼镜、时代杂志、政治、 NPR 等。 最后，我们将书籍邮寄给关键影响者、记者、媒体评论员和新闻自由倡导者。他们关于这本书的力量的自下而上的对话也有助于促进美国最受欢迎的早间节目之一的全国广播露面: 早安乔,他们在节目中有 5 分钟的片段。 描述执行 最后一个专栏于 2019年3月13日发行，在纽约和华盛顿发生了一些事件 C.,SXSW 新闻业人力成本小组，杰出人士捐赠了《纽约时报》、《华盛顿邮报》和《华尔街日报》的职位，这是一个动画标志视频和教育内容。 通过影响者和与国际书店的伙伴关系印刷和分享了 1,000 本限量版的这本书。一个网站作为运动的中心，以最后一个专栏电子书、对朋友、同事和记者家人的视频采访为特色,还有播客，他们在那里阅读他们所爱的人的最后文章。 描述结果 这一运动受到了新闻界的欢迎，并通过《时间》、《希尔报》、《纽约邮报》和《单片眼镜》的书面报道以及 MSNBC 、半岛电视台的直播报道在全世界分享,和 C-Span。 它在国际上传播，达到 3亿多家媒体的印象。那些最接近这项事业的人成为了它的大使，利用他们自己的社会渠道分享和激励公众代表记者的安全。确保这些名字和故事留在这里。
最后一列
案例简介：Why is this work relevant for Entertainment? The Last Column is shocking, emotional, captivating content, from video to audio passing by book and print, it communicates the CPJ (committee to protect journalists) message like never before, bringing the issue of war reporter’s murder and safety back into our daily conversation. Background The Committee to Protect Journalists (CPJ) is an independent nonprofit organization that promotes press freedom worldwide and defends the right of journalists to report the news safely and without fear of reprisal. Numerous journalists die every year reporting the news. And while many people have heard of high-profile cases like Jamal Khashoggi, the general public is completely unaware of the tragic scope of the situation: 1,337 journalists have been killed in the line of duty since 1992. How could we get the public to remember these journalists and speak up about the safety of those still out in the field? Describe the creative idea We created a memorial movement bringing attention to the human cost of journalism: The Last Column. An integrated initiative featuring a logo made of the names of the 1,337 journalists killed in action, a book gathering the final works of more than twenty murdered journalists, and video & audio interviews with their friends and families. A way to immortalize the courageous men and women killed in the service of newsgathering. Describe the strategy We wanted to use those closest to the problem: the journalistic institutions, key reporters, and press freedom advocates, to help amplify our message: “their Legacy is now in our hands”. We identified the key outlets that had taken a huge stand about violence against journalists, and enlisted them as collaborators. This resulted in donated media, consisting of 3 days of full-page ads in the Washington Post, New York Times, Wall Street Journal and New York Post. We also pre-briefed key exclusives which ran in the likes of Monocle, Time Magazine, Politico, NPR, and more. Finally we mailed books to key influencers, journalists, media commentators and press freedom advocates. Their bottom up conversations about the power of the book also helped catalyze a national broadcast appearance in one of the most popular morning shows in America: Morning Joe, where they had a 5 minute segment on the show. Describe the execution The Last Column launched on March 13, 2019, with events in New York and Washington D.C., a panel on the human cost of journalism at SXSW, prominent donated placements in the New York Times, Washington Post, and Wall Street Journal, an animated logo video, and educational content. 1,000 limited-edition copies of the book were printed and shared through influencers and partnerships with international bookstores. A website served as a hub for the movement, featuring The Last Column e-book, video interviews with friends, colleagues, and families of the journalists, and a podcast where they read their loved ones’ final articles. Describe the outcome The movement was embraced by the journalism community and shared worldwide through written coverage in Time, The Hill, The New York Post, and Monocle, and on-air coverage on MSNBC, Al Jazeera, and C-Span. It spread internationally, reaching over 300 million media impressions. Those closest to the cause became its ambassadors, using their own social channels to share and inspire the public to stand for the journalists’ safety. Ensuring these names and stories are here to stay.
The Last Column
案例简介：为什么这项工作与娱乐相关？ 最后一个专栏是令人震惊的，情绪化的，迷人的内容，从视频到音频，通过书籍和印刷品，它传达了 CPJ (保护记者委员会) 前所未有的信息,把战地记者的谋杀和安全问题带回我们的日常谈话中。 背景 保护记者委员会 (CPJ) 是一个独立的非营利组织，在世界范围内促进新闻自由，捍卫记者安全报道新闻的权利，而不用担心报复。每年都有许多记者报道新闻。虽然许多人听说过像 Jamal Khashoggi 这样引人注目的案件，但公众完全不知道这种情况的悲惨范围: 1,337 名记者在 1992年因公殉职。 我们如何让公众记住这些记者并谈论那些仍在现场的人的安全？ 描述创意 我们创建了一个纪念运动，引起了人们对新闻业人力成本的关注: 最后一个专栏。一项综合倡议，以一个由在行动中被杀害的 1,337 名记者的名字组成的标志为特色，这本书收集了 20 多名被杀害记者的最终作品,以及对他们朋友和家人的视频和音频采访。一种让在新闻采集服务中被杀害的勇敢的男人和女人永垂不朽的方法。 描述策略 我们想利用那些最接近问题的人: 新闻机构、主要记者和新闻自由倡导者，来帮助扩大我们的信息: “他们的遗产现在掌握在我们手中”。我们确定了对暴力侵害记者采取巨大立场的主要渠道，并将他们招募为合作者。这导致了捐赠的媒体，包括《华盛顿邮报》、《纽约时报》、《华尔街日报》和《纽约邮报》 3 天的整版广告。我们还预先介绍了主要的独家新闻，如单片眼镜、时代杂志、政治、 NPR 等。 最后，我们将书籍邮寄给关键影响者、记者、媒体评论员和新闻自由倡导者。他们关于这本书的力量的自下而上的对话也有助于促进美国最受欢迎的早间节目之一的全国广播露面: 早安乔,他们在节目中有 5 分钟的片段。 描述执行 最后一个专栏于 2019年3月13日发行，在纽约和华盛顿发生了一些事件 C.,SXSW 新闻业人力成本小组，杰出人士捐赠了《纽约时报》、《华盛顿邮报》和《华尔街日报》的职位，这是一个动画标志视频和教育内容。 通过影响者和与国际书店的伙伴关系印刷和分享了 1,000 本限量版的这本书。一个网站作为运动的中心，以最后一个专栏电子书、对朋友、同事和记者家人的视频采访为特色,还有播客，他们在那里阅读他们所爱的人的最后文章。 描述结果 这一运动受到了新闻界的欢迎，并通过《时间》、《希尔报》、《纽约邮报》和《单片眼镜》的书面报道以及 MSNBC 、半岛电视台的直播报道在全世界分享,和 C-Span。 它在国际上传播，达到 3亿多家媒体的印象。那些最接近这项事业的人成为了它的大使，利用他们自己的社会渠道分享和激励公众代表记者的安全。确保这些名字和故事留在这里。
The Last Column
案例简介：Why is this work relevant for Entertainment? The Last Column is shocking, emotional, captivating content, from video to audio passing by book and print, it communicates the CPJ (committee to protect journalists) message like never before, bringing the issue of war reporter’s murder and safety back into our daily conversation. Background The Committee to Protect Journalists (CPJ) is an independent nonprofit organization that promotes press freedom worldwide and defends the right of journalists to report the news safely and without fear of reprisal. Numerous journalists die every year reporting the news. And while many people have heard of high-profile cases like Jamal Khashoggi, the general public is completely unaware of the tragic scope of the situation: 1,337 journalists have been killed in the line of duty since 1992. How could we get the public to remember these journalists and speak up about the safety of those still out in the field? Describe the creative idea We created a memorial movement bringing attention to the human cost of journalism: The Last Column. An integrated initiative featuring a logo made of the names of the 1,337 journalists killed in action, a book gathering the final works of more than twenty murdered journalists, and video & audio interviews with their friends and families. A way to immortalize the courageous men and women killed in the service of newsgathering. Describe the strategy We wanted to use those closest to the problem: the journalistic institutions, key reporters, and press freedom advocates, to help amplify our message: “their Legacy is now in our hands”. We identified the key outlets that had taken a huge stand about violence against journalists, and enlisted them as collaborators. This resulted in donated media, consisting of 3 days of full-page ads in the Washington Post, New York Times, Wall Street Journal and New York Post. We also pre-briefed key exclusives which ran in the likes of Monocle, Time Magazine, Politico, NPR, and more. Finally we mailed books to key influencers, journalists, media commentators and press freedom advocates. Their bottom up conversations about the power of the book also helped catalyze a national broadcast appearance in one of the most popular morning shows in America: Morning Joe, where they had a 5 minute segment on the show. Describe the execution The Last Column launched on March 13, 2019, with events in New York and Washington D.C., a panel on the human cost of journalism at SXSW, prominent donated placements in the New York Times, Washington Post, and Wall Street Journal, an animated logo video, and educational content. 1,000 limited-edition copies of the book were printed and shared through influencers and partnerships with international bookstores. A website served as a hub for the movement, featuring The Last Column e-book, video interviews with friends, colleagues, and families of the journalists, and a podcast where they read their loved ones’ final articles. Describe the outcome The movement was embraced by the journalism community and shared worldwide through written coverage in Time, The Hill, The New York Post, and Monocle, and on-air coverage on MSNBC, Al Jazeera, and C-Span. It spread internationally, reaching over 300 million media impressions. Those closest to the cause became its ambassadors, using their own social channels to share and inspire the public to stand for the journalists’ safety. Ensuring these names and stories are here to stay.
最后一列
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The Last Column
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基本信息
- 广告战役： #Committee to Protect Journalists-设计与品牌-51f13#
- 广告品牌： Committee to Protect Journalists
- 发布日期： 2000
- 行业领域： 公益慈善 , 公共事业
- 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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