NO RIGHTS NO WOMEN|短视频|广告营销案例【ADGuider广告指南】

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没有权利没有女人

案例简介：描述活动/条目根据黎巴嫩法律，男女不平等。歧视性法律将妇女减少到 “一半公民”。如果一个人需要成为一个完整的公民，那就这样吧!我们从网上开始，要求女性在个人资料照片中添加小胡子，改变她们的性别，成为男性。复杂的歧视性法律被简化为供分享的声明，并在网上分发了一份请愿书。非政府组织、活动家、记者、博客、学生和艺术家，通过生成自己的内容来帮助建立炒作。3月8日，国际妇女节，女人打扮成男人，把运动从虚拟世界带到现实世界。夜幕降临时，在离议会 20 米的地方，数百名其他妇女加入了这场运动。该活动在主要的地方和阿拉伯频道 8点新闻上开幕。我们在杂志、收音机、报纸以及许多地区和国际博客和网站上获得了国际曝光。该运动获得 1.2 美元的免费媒体报道。2011年8月4日，即 “无权利无妇女” 运动开始 7 个月后，《荣誉犯罪法》被废除。议会目前正在对《家庭暴力法》进行最后研究。描述客户的简报我们发现，很少有黎巴嫩妇女知道她们受到法律的歧视，政府采取的改变她们处境的措施也更少。我们希望黎巴嫩社区和立法者想象一个没有女性的世界，希望有所改变。我们称该运动和运动为 “没有权利，没有妇女”。结果我们的特色是: 超过 20 家领先的地区杂志和报纸，超过 57 个国际博客和网站，排名前三的地方和阿拉伯频道。该运动获得了 1.2 美元的免费媒体报道。(Stat-IPSOS) 我们的 Facebook 页面在 2011年8月4日仅一周内就被浏览了 16,700 次，也就是说，在 “没有权利没有女性” 运动开始 7 个月后, 荣誉犯罪法被废除了。议会目前正在对《家庭暴力法》进行最后研究。执行我们在国际妇女节前 4 周开始，要求女性在个人资料照片中添加小胡子，并在 Facebook 上改变她们的性别。复杂的歧视性法律被广泛未知，被简化为可以作为状态、帖子和推特共享的声明。当地和地区的博客作者立刻对 “有胡子的女人” 感兴趣，并写下了这一原因，帮助为这一事件创造了炒作。我们的页面变成了 1) 一个联合来自世界各地的非政府组织、活动家和黎巴嫩妇女的论坛，以及 2) 一个由该活动启发的用户生成内容的 “画廊”。3月8日，我们把运动带到现实世界。那天早上，女人打扮成男人出去了。公司和大学醒来时发现办公室里没有女人。夜幕降临时，在离议会 20 米的地方，数百名妇女聚集在一起为平等而行走。形势一群争取妇女权利的黎巴嫩妇女与我们接触，为他们的新组织发起了一场运动。根据黎巴嫩法律，男女不平等。黎巴嫩妇女无权将其国籍传给子女。他们没有监护权。没有保护妇女免受家庭暴力的法律。战略我们希望通过创建一个简单的行为来产生最大的影响，从而快速吸引大量的人。我们希望女性放弃自己的 “女人身份”，通过成为 “男人” 来获得公民身份。数字平台是这场运动的起点和最吸引人的领域。社交媒体是提高人们对我们事业的认识并让最大数量的人参与进来的最终工具。为了震惊，也为了吸引媒体以及所有在线平台，必须采取切实的行动, 因此，从一个小的倡议，我们的运动可以达到国家甚至国际规模。

没有权利没有女人

案例简介：Describe the campaign/entry By Lebanese law, men and women are not equal. The discriminatory laws reduce women to 'half citizens'. If it takes a man to become a full citizen, so be it! We started online, asking women to add moustaches to their profile pictures and change their gender, to become men. The complex discriminatory laws were simplified into statements to be shared, and an online petition was circulated. NGOs, activists, reporters, bloggers, students and artists, helped build hype by generating their own content. On March 8th, International Women's Day, women dressed as men and took the movement from the virtual world to the real one. By nightfall, 20 metres away from parliament, the movement was joined by hundreds of other women. The event made it to the opening of the 8 o'clock news on leading local and Arab channels. We received international exposure featuring in magazines, radios, newspapers, as well as numerous regional and international blogs and websites. The movement got US$1.2m of free media coverage. On August 4th 2011, i.e., 7 months after the start of the 'No Rights No women' movement, the Honour Crimes Law was abolished. The Domestic Violence law is now in final study by the parliament. Describe the brief from the client We discovered that very few Lebanese women knew how discriminated they were by the law, and that even fewer measures were being taken by the government to change their situation. We wanted the Lebanese community and the lawmakers to imagine a world without women, in hopes that something would change. We named both the movement and the campaign 'No Rights, No Women'. Results We were featured in: Over 20 leading regional magazines and newspapers Over 57 international blogs and websites Top 3 local and Arab channels The movement got US$1.2m of free media coverage. (Stat - IPSOS) Our Facebook page was viewed over 16,700 times in only 1 week On August 4th 2011, i.e., 7 months after the start of the 'No Rights No women' movement, The Honour Crimes Law was abolished. The Domestic Violence law is now in final study by the parliament. Execution We started 4 weeks before International Women’s Day, by asking women to add moustaches to their profile pictures and to change their gender on Facebook. The complex discriminatory laws, which were widely unknown, were simplified into statements that could be shared as statuses, posts and tweets. Local and regional bloggers, became instantly intrigued by 'the women with moustaches', and wrote about the cause, helping create hype for the event. Our page became 1) a forum uniting NGOs, activists and Lebanese women from around the world and 2) a 'gallery' of user generated content inspired by the campaign. On March 8th, we took the movement to the real world. That morning, women went out dressed as men. Corporations and universities woke up to offices with no women. By nightfall, 20 metres away from parliament, hundreds of women came together to walk for equality. The Situation We were approached by a group of Lebanese women fighting for women’s rights, to create a campaign for their new organization. By Lebanese law, men and women are not equal. Lebanese women have no right to pass their nationality to their children. They have no custody rights. There is no law that protects women against domestic violence. The Strategy We wanted to quickly engage a large amount of people, by creating a simple act that would generate maximum impact. We wanted women to give up their 'womanship' to claim their citizenship, by becoming 'men'. The digital platform was the starting point and the most engaging field of the campaign. Social Media was the ultimate tool to raise awareness about our cause and to involve the biggest number of people. A tangible physical act had to follow in order to shock but also to attract Media, as well as all online platforms, so that from a small initiative our campaign could reach national and even an international scale.