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18 区大使馆
案例简介：结果和有效性: 仅在第一个月: 18 区超过 15,000 人加入大使馆，3,500 人参加了面试，800 人被雇佣，20 多家公司加入，承诺不歧视。 我们获得了 2000万美元的新闻自由和媒体自由。这相当于 Tortrix 年度媒体投资的 8 倍，我们在互联网上也获得了 2000万的点击率。 最重要的是，我们创造了一个城市的既定象征，这将结束社会偏见，帮助 800,000 人实现更美好的未来。 创意执行: 我们在 18 区外租了一栋房子，并像真正的大使馆一样装备它。 我们任命了一名大使，并推出了一个网站，在那里公司注册，发布职位空缺，候选人可以上传简历和申请工作，不受歧视。 出席大使招待会是成功的，我们有危地马拉最重要公司的所有高管。这有助于激活这些公司的公共关系部门，并与大使馆建立了联系。 我们还邀请了该国最重要的媒体。一天早上，我们把最大公司的所有高管都集中在一个地方。 大使对媒体来说成了一个非常有吸引力的人。通过动员我们的发言人，这种新闻自由有助于丰富我们的成果。 与此同时，大使馆开始运作，处理可能候选人的简历。 见解、战略和想法: 在危地马拉，许多公司拒绝雇佣 18 区附近的人员，因为他们认为他们与主导该地区的帮派有联系。 Tortrix 是危地马拉最受欢迎的小吃品牌，他们的使命是帮助那些在自己的国家感到不受欢迎的危地马拉人。 所以我们创建了唯一可以代表他们的组织，大使馆。 18 区大使馆。 保护 800,000 人免受地址歧视的大使馆。
18 区大使馆
案例简介：Results and Effectiveness: Only in the first month: Over 15,000 people of the 18th Zone joined the embassy, 3,500 people got job interviews, 800 were hired, and over 20 companies joined committing not to discriminate. We gain $20 million in free press and media. That represents 8 times Tortrix’s annual media investment and also we got 20 million hits on the internet. And best of all, we created an established symbol of the city that will end social prejudice and help 800,000 people reach a better future. Creative Execution: We rented a house outside 18th Zone and equipped it like a real embassy. We named an ambassador and we launched a website where companies enroll, post job openings and where candidates can upload resumes and apply for jobs, free of discrimination. The attendance at the Ambassador Reception was a success, we had all the executives from the most important companies of Guatemala. This helped activate Public Relations Departments of these companies and created a bond with the embassy. We also invited most important media of the country. And in one morning we had all the executives from the largest companies in one place. The Ambassador became a very attractive person to the media. This free press helped enrich our results, by mobilizing our spokesperson. Meanwhile, the embassy started functioning, processing the resumes of possible candidates. Insights, Strategy and the Idea: In Guatemala, many companies refuse to employ personnel from the 18th Zone neighborhood because they assume they have ties to the gangs that dominate the area. Tortrix, Guatemala’s most popular snack brand made it their mission to help those Guatemalans who feel unwanted in their own country. So we created the only organization that can represent them, an Embassy. The 18th Zone Embassy. The Embassy that protects 800,000 people against address discrimination.
Embassy of the 18th Zone
案例简介：结果和有效性: 仅在第一个月: 18 区超过 15,000 人加入大使馆，3,500 人参加了面试，800 人被雇佣，20 多家公司加入，承诺不歧视。 我们获得了 2000万美元的新闻自由和媒体自由。这相当于 Tortrix 年度媒体投资的 8 倍，我们在互联网上也获得了 2000万的点击率。 最重要的是，我们创造了一个城市的既定象征，这将结束社会偏见，帮助 800,000 人实现更美好的未来。 创意执行: 我们在 18 区外租了一栋房子，并像真正的大使馆一样装备它。 我们任命了一名大使，并推出了一个网站，在那里公司注册，发布职位空缺，候选人可以上传简历和申请工作，不受歧视。 出席大使招待会是成功的，我们有危地马拉最重要公司的所有高管。这有助于激活这些公司的公共关系部门，并与大使馆建立了联系。 我们还邀请了该国最重要的媒体。一天早上，我们把最大公司的所有高管都集中在一个地方。 大使对媒体来说成了一个非常有吸引力的人。通过动员我们的发言人，这种新闻自由有助于丰富我们的成果。 与此同时，大使馆开始运作，处理可能候选人的简历。 见解、战略和想法: 在危地马拉，许多公司拒绝雇佣 18 区附近的人员，因为他们认为他们与主导该地区的帮派有联系。 Tortrix 是危地马拉最受欢迎的小吃品牌，他们的使命是帮助那些在自己的国家感到不受欢迎的危地马拉人。 所以我们创建了唯一可以代表他们的组织，大使馆。 18 区大使馆。 保护 800,000 人免受地址歧视的大使馆。
Embassy of the 18th Zone
案例简介：Results and Effectiveness: Only in the first month: Over 15,000 people of the 18th Zone joined the embassy, 3,500 people got job interviews, 800 were hired, and over 20 companies joined committing not to discriminate. We gain $20 million in free press and media. That represents 8 times Tortrix’s annual media investment and also we got 20 million hits on the internet. And best of all, we created an established symbol of the city that will end social prejudice and help 800,000 people reach a better future. Creative Execution: We rented a house outside 18th Zone and equipped it like a real embassy. We named an ambassador and we launched a website where companies enroll, post job openings and where candidates can upload resumes and apply for jobs, free of discrimination. The attendance at the Ambassador Reception was a success, we had all the executives from the most important companies of Guatemala. This helped activate Public Relations Departments of these companies and created a bond with the embassy. We also invited most important media of the country. And in one morning we had all the executives from the largest companies in one place. The Ambassador became a very attractive person to the media. This free press helped enrich our results, by mobilizing our spokesperson. Meanwhile, the embassy started functioning, processing the resumes of possible candidates. Insights, Strategy and the Idea: In Guatemala, many companies refuse to employ personnel from the 18th Zone neighborhood because they assume they have ties to the gangs that dominate the area. Tortrix, Guatemala’s most popular snack brand made it their mission to help those Guatemalans who feel unwanted in their own country. So we created the only organization that can represent them, an Embassy. The 18th Zone Embassy. The Embassy that protects 800,000 people against address discrimination.
18 区大使馆
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Embassy of the 18th Zone
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This project helps to end with a practice known as "address discrimination". This means that many companies in the country does not employ people from a large neighborhood of the city because they consider they may have ties to the gangs that dominate the area.
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