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爱过偏见
案例简介：概要 对于宝洁来说，这是一段长期的旅程，加入了其他引起性别偏见关注的活动，比如爱丽儿的《分担负担》，总是像个女孩，sk-ii的婚姻市场接管和宝洁的《我们看到的平等》，以及强调关于种族偏见的对话的竞选活动，如谈话和性取向，就像在维克斯的关怀和秘密的女士房间里一样。作为世界上最大的广告商，我们有一个独特的机会，通过我们的广告获得数十亿美元的积极信息。我们可以用自己的声音成为一股向善的力量，并照亮限制人类潜力的偏见。我们希望促进公开讨论，影响态度，并理想地改变行为。 战略 “谢谢，妈妈” 是一项长期活动的一部分，该活动为宝洁提供了一个深厚的情感平台，以推动全球积极变革。作为世界上最大的广告商-其品牌总计每天都触及50亿人的生活-早期，我们挑战奥林匹克工作以达到更高的目的。奥运会期间，各行各业的人们在共同的事业下走到了一起。那一刻，无论世界多么分裂，或者我们之间的差异看起来多么不可逾越，整个星球都会拥抱我们共享的事物，而不是那些分裂我们的事物。我们认为，考虑到我们生活的时代和我们世界当前的挑战，传统的 “妈妈做这一切” 的信息会有点充耳不闻。我们想利用这个平台来激发全球对话。 结果 反应非常积极，全球各地的妈妈们都发表了自己的个人证词，这些经历与偏见和真实的影响者 (如Ellen DeGeneres和Tyler Oakley) 一起证明了竞选活动。我们还与积极参与偏见对话的相关mezzo和微观影响者共同创建了内容，以继续共享和放大我们的资产。在社交上，我们在100天的所有其他顶级奥运会赞助商中占据了主导地位，并在奥运会期间保持了庞大而受欢迎的地位，从而在全球范围内获得了3亿的视频观看次数和50亿以上的媒体印象。 执行 通过这项工作，我们着手展示偏见对人们生活的影响，无论是种族、性别、宗教、残疾、性取向还是阶级，以及母爱如何克服。每当需要增加合作者时，我们就越来越倾向于建立一个包括女性，有色人种，来自不同文化背景的人以及LGBTQ社区成员的团队。该活动在开幕式前100天推出了一部: 93国歌电影，当时奥林匹克对话开始了与媒体和消费者的对话。在奥运会之前和奥运会期间，我们继续通过在付费、赚取、并拥有频道，讲述了面对偏见的真正奥运选手的更深层次的故事。在平昌的地面上，我们举行了一个小组讨论，奥运选手就性别偏见发表了讲话。 运动描述 我们在一种简单但普遍相关的观点中找到了这份简报的答案: 无意识的偏见是一种威胁全球人类潜力的力量，我们的母亲是我们的第一个倡导者-最初的活动家。无论大小，只要有机会，他们都会为我们而战，鼓励我们，并预示着我们的潜力。在我们之间的分歧威胁着我们分裂的时代，妈妈的爱向我们展示了彼此站在一起，互相支持，无论如何都要互相支持。通过这项工作，我们着手展示偏见对人们生活的影响，无论是种族、性别、宗教、残疾、性取向还是阶级，以及当偏见抬起丑陋的头时，母亲的爱如何克服。想象一下，如果我们都通过母亲的眼睛看到对方，世界会是什么样子。 项目结果简介 临近2018冬季奥运会，社会动荡使世界感到不安。从华盛顿特区有史以来最大规模的妇女游行，到全球各地的起义，各地的人们都表达了对在机会和平等的边缘生活的不满。在奥运会期间，来自世界各地和各行各业的人们在共同的事业下走到了一起。一个时刻，无论世界多么分裂，或者我们之间的差异看起来多么难以克服，整个星球聚集在一起，拥抱我们共享的事物，而不是分裂我们的事物。我们想利用这一刻和奥林匹克舞台，通过妈妈们的视角来激发全球对话。
爱过偏见
案例简介：Synopsis This has been a longstanding journey for P&G, joining other campaigns that bring attention to gender bias, such as Ariel’s Share the Load, Always’s Like a Girl, SK-II’s Marriage Market Takeover, and P&G’s We See Equal, and campaigns highlighting conversations about racial bias, as in The Talk, and sexual orientation, as in Vicks’s Touch of Care and Secret’s Ladies’ Room. As the world’s largest advertiser, we have a unique opportunity to reach billions with a positive message through our advertising. We can use our voice to be a force for good and shine a light on the bias that limits human potential. We hope to promote an open discussion, influence attitudes, and ideally change behavior. Strategy “Thank you, Mom” is part of a long-running campaign that has given P&G a deeply emotional platform to drive global positive change. As the world’s largest advertiser—whose brands, in aggregate, touch the lives of five billion people every day—early on, we challenged the Olympic work to serve a higher purpose. During the Olympic Games, people from all walks of life come together under a common cause. A moment when, no matter how divided the world may be or how insurmountable the differences between us may seem, the whole planet convenes to embrace the things that we share instead of those that divide us. We felt that the traditional “moms do it all” message would have been somewhat tone deaf considering the times we live in and the current challenges of our world. We wanted to use this platform to inspire a global conversation. Outcome The response was overwhelmingly positive, with moms worldwide posting their personal testimonies of experiences with bias and authentic influencers like Ellen DeGeneres and Tyler Oakley credentialing the campaign. We also co-created content with relevant mezzo and micro influencers who are active in bias conversation to continue sharing and amplifying our assets. Socially, we dominated the conversation over all other top Olympic sponsors at 100 days and remained big and popular through the Games, resulting in 300 million video views and more than five billion earned media impressions globally. Execution Through the work, we set out to show the impact of bias on people's lives, whether race, gender, religious, disability, sexual orientation, or class, and how a mother’s love can overcome. Every time there was a need to add a collaborator, we became increasingly intentional in building a team that included women, people of color, people from different cultural backgrounds, and members of the LGBTQ community. The campaign launched 100 days before the Opening Ceremony with a :93 anthem film, when the Olympic conversation began with media and consumers. We continued to bring our story to life at highly relevant moments leading up to and during the Olympic Games via content generated/distributed across paid, earned, and owned channels that told deeper stories of real Olympians who faced bias. On the ground in Pyeongchang we held a panel where Olympians spoke on gender bias. CampaignDescription We found the answer to this brief in a simple yet universally relevant sentiment: unconscious bias is a force that threatens human potential globally, and our moms are our first advocates—the original activists. In big and small ways, they fight for us, encourage us, and herald our potential whenever they get a chance. In a time when our differences threaten to divide us, a mom’s love shows us what it means to stand by each other, hold each other up, and champion one another no matter what. Through the work, we set out to show the impact of bias on people's lives, whether it’s race, gender, religious, disability, sexual orientation, or class, and how when bias rears its ugly head, a mother’s love can overcome. Just imagine what the world would be if we all saw each other through a mother’s eyes. BriefWithProjectedOutcomes Approaching the 2018 Olympic Winter Games, the world had been rattled by societal unrest. From the largest women’s march ever in Washington, D.C., to uprisings all over the globe, people everywhere were expressing their discontent with living on the sidelines of opportunity and equality. During the Olympic Games, people from all over the world and from all walks of life come together under a common cause. A moment when, no matter how divided the world may be or how insurmountable the differences between us may seem, the whole planet comes together to embrace the things that we share instead of those that divide us. We wanted to use this moment and the Olympic stage to inspire a global conversation through the lens of moms.
Love Over Bias
案例简介：概要 对于宝洁来说，这是一段长期的旅程，加入了其他引起性别偏见关注的活动，比如爱丽儿的《分担负担》，总是像个女孩，sk-ii的婚姻市场接管和宝洁的《我们看到的平等》，以及强调关于种族偏见的对话的竞选活动，如谈话和性取向，就像在维克斯的关怀和秘密的女士房间里一样。作为世界上最大的广告商，我们有一个独特的机会，通过我们的广告获得数十亿美元的积极信息。我们可以用自己的声音成为一股向善的力量，并照亮限制人类潜力的偏见。我们希望促进公开讨论，影响态度，并理想地改变行为。 战略 “谢谢，妈妈” 是一项长期活动的一部分，该活动为宝洁提供了一个深厚的情感平台，以推动全球积极变革。作为世界上最大的广告商-其品牌总计每天都触及50亿人的生活-早期，我们挑战奥林匹克工作以达到更高的目的。奥运会期间，各行各业的人们在共同的事业下走到了一起。那一刻，无论世界多么分裂，或者我们之间的差异看起来多么不可逾越，整个星球都会拥抱我们共享的事物，而不是那些分裂我们的事物。我们认为，考虑到我们生活的时代和我们世界当前的挑战，传统的 “妈妈做这一切” 的信息会有点充耳不闻。我们想利用这个平台来激发全球对话。 结果 反应非常积极，全球各地的妈妈们都发表了自己的个人证词，这些经历与偏见和真实的影响者 (如Ellen DeGeneres和Tyler Oakley) 一起证明了竞选活动。我们还与积极参与偏见对话的相关mezzo和微观影响者共同创建了内容，以继续共享和放大我们的资产。在社交上，我们在100天的所有其他顶级奥运会赞助商中占据了主导地位，并在奥运会期间保持了庞大而受欢迎的地位，从而在全球范围内获得了3亿的视频观看次数和50亿以上的媒体印象。 执行 通过这项工作，我们着手展示偏见对人们生活的影响，无论是种族、性别、宗教、残疾、性取向还是阶级，以及母爱如何克服。每当需要增加合作者时，我们就越来越倾向于建立一个包括女性，有色人种，来自不同文化背景的人以及LGBTQ社区成员的团队。该活动在开幕式前100天推出了一部: 93国歌电影，当时奥林匹克对话开始了与媒体和消费者的对话。在奥运会之前和奥运会期间，我们继续通过在付费、赚取、并拥有频道，讲述了面对偏见的真正奥运选手的更深层次的故事。在平昌的地面上，我们举行了一个小组讨论，奥运选手就性别偏见发表了讲话。 运动描述 我们在一种简单但普遍相关的观点中找到了这份简报的答案: 无意识的偏见是一种威胁全球人类潜力的力量，我们的母亲是我们的第一个倡导者-最初的活动家。无论大小，只要有机会，他们都会为我们而战，鼓励我们，并预示着我们的潜力。在我们之间的分歧威胁着我们分裂的时代，妈妈的爱向我们展示了彼此站在一起，互相支持，无论如何都要互相支持。通过这项工作，我们着手展示偏见对人们生活的影响，无论是种族、性别、宗教、残疾、性取向还是阶级，以及当偏见抬起丑陋的头时，母亲的爱如何克服。想象一下，如果我们都通过母亲的眼睛看到对方，世界会是什么样子。 项目结果简介 临近2018冬季奥运会，社会动荡使世界感到不安。从华盛顿特区有史以来最大规模的妇女游行，到全球各地的起义，各地的人们都表达了对在机会和平等的边缘生活的不满。在奥运会期间，来自世界各地和各行各业的人们在共同的事业下走到了一起。一个时刻，无论世界多么分裂，或者我们之间的差异看起来多么难以克服，整个星球聚集在一起，拥抱我们共享的事物，而不是分裂我们的事物。我们想利用这一刻和奥林匹克舞台，通过妈妈们的视角来激发全球对话。
Love Over Bias
案例简介：Synopsis This has been a longstanding journey for P&G, joining other campaigns that bring attention to gender bias, such as Ariel’s Share the Load, Always’s Like a Girl, SK-II’s Marriage Market Takeover, and P&G’s We See Equal, and campaigns highlighting conversations about racial bias, as in The Talk, and sexual orientation, as in Vicks’s Touch of Care and Secret’s Ladies’ Room. As the world’s largest advertiser, we have a unique opportunity to reach billions with a positive message through our advertising. We can use our voice to be a force for good and shine a light on the bias that limits human potential. We hope to promote an open discussion, influence attitudes, and ideally change behavior. Strategy “Thank you, Mom” is part of a long-running campaign that has given P&G a deeply emotional platform to drive global positive change. As the world’s largest advertiser—whose brands, in aggregate, touch the lives of five billion people every day—early on, we challenged the Olympic work to serve a higher purpose. During the Olympic Games, people from all walks of life come together under a common cause. A moment when, no matter how divided the world may be or how insurmountable the differences between us may seem, the whole planet convenes to embrace the things that we share instead of those that divide us. We felt that the traditional “moms do it all” message would have been somewhat tone deaf considering the times we live in and the current challenges of our world. We wanted to use this platform to inspire a global conversation. Outcome The response was overwhelmingly positive, with moms worldwide posting their personal testimonies of experiences with bias and authentic influencers like Ellen DeGeneres and Tyler Oakley credentialing the campaign. We also co-created content with relevant mezzo and micro influencers who are active in bias conversation to continue sharing and amplifying our assets. Socially, we dominated the conversation over all other top Olympic sponsors at 100 days and remained big and popular through the Games, resulting in 300 million video views and more than five billion earned media impressions globally. Execution Through the work, we set out to show the impact of bias on people's lives, whether race, gender, religious, disability, sexual orientation, or class, and how a mother’s love can overcome. Every time there was a need to add a collaborator, we became increasingly intentional in building a team that included women, people of color, people from different cultural backgrounds, and members of the LGBTQ community. The campaign launched 100 days before the Opening Ceremony with a :93 anthem film, when the Olympic conversation began with media and consumers. We continued to bring our story to life at highly relevant moments leading up to and during the Olympic Games via content generated/distributed across paid, earned, and owned channels that told deeper stories of real Olympians who faced bias. On the ground in Pyeongchang we held a panel where Olympians spoke on gender bias. CampaignDescription We found the answer to this brief in a simple yet universally relevant sentiment: unconscious bias is a force that threatens human potential globally, and our moms are our first advocates—the original activists. In big and small ways, they fight for us, encourage us, and herald our potential whenever they get a chance. In a time when our differences threaten to divide us, a mom’s love shows us what it means to stand by each other, hold each other up, and champion one another no matter what. Through the work, we set out to show the impact of bias on people's lives, whether it’s race, gender, religious, disability, sexual orientation, or class, and how when bias rears its ugly head, a mother’s love can overcome. Just imagine what the world would be if we all saw each other through a mother’s eyes. BriefWithProjectedOutcomes Approaching the 2018 Olympic Winter Games, the world had been rattled by societal unrest. From the largest women’s march ever in Washington, D.C., to uprisings all over the globe, people everywhere were expressing their discontent with living on the sidelines of opportunity and equality. During the Olympic Games, people from all over the world and from all walks of life come together under a common cause. A moment when, no matter how divided the world may be or how insurmountable the differences between us may seem, the whole planet comes together to embrace the things that we share instead of those that divide us. We wanted to use this moment and the Olympic stage to inspire a global conversation through the lens of moms.
爱过偏见
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Love Over Bias
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