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# Womennotobjects 改为好
案例简介：概要 在 2016，我们推出了 # WomenNotObjects 来结束女性在广告中的客观化。我们委托进行了一项研究，证明客观化不仅对女性有害，对商业也有害。虽然成年人对客观化的意象越来越不敏感，但孩子们仍然会注意到。孩子们每天看到超过 5,000 个广告，这些广告塑造了他们对社会中女性的看法，以及他们长大后如何看待自己的看法。但是，尽管广告有能力影响社会规范和观念，但它也有能力促成积极的变化。我们知道，要解决这个问题，变革必须来自广告业内部 -- 而且需要来自高层。所以在戛纳狮子 2016，我们首映了我们的第三部电影 # WomenNotObjects，“我们的孩子看到了什么”, 同时在社交网站上发布了《行动呼吁》，呼吁签署我们的请愿书，说服戛纳停止授予客观化的广告。来自全球 700 多家顶级机构和品牌的高管分享并签署了请愿书。这最终激发了戛纳狮子将我们识别性别偏见和陈规定型观念的标准纳入他们的 2017 陪审员包中。 战略 为了展示客观化的负面影响，我们聚集了年轻的男孩和女孩，给他们看广告，在得到父母的许可后，街上的任何人都很容易看到这些广告。我们的意图是邀请世界体验幼儿对客观化意象的反应，声音和内心，当它在他们面前。这些竞选视频是在网上发布的，同时还有一份数字请愿书，该请愿书要求支持者呼吁戛纳狮子停止向物化的广告颁奖。我们利用社交渠道使我们的电影和我们的请愿书尽可能共享。我们的观点是，如果戛纳等令人垂涎的奖项继续奖励糟糕的工作，广告商和营销人员就没有停止的动机。 执行 “我们的孩子看到了什么” 首次在 2016年6月20日的戛纳狮子创意节上分享。我们的目标受众是广告业，我们利用了一个集中的机会，直接与广告的顶级玩家交流。因此，继我们电影的首映式之后，我们还鼓励与会者签署并分享我们的在线请愿书，说服戛纳狮子将我们识别客观化的标准纳入他们的 2017 陪审员包中。视频和请愿书是在社交媒体、 YouTube 、 Vimeo 和 www.womennotobjects.com 上作为数字运动一起发布的。从那以后，我们的创始人和 CCO 作为思想领袖在许多关于广告中的性别平等和客观化的活动中发言，包括克林顿全球倡议、 3% 会议、和谷歌的女性 @ 纽约峰会。 结果 随着发射,竞选获得: -超过 4500万次意见-超过 175 个国家-超过 10亿次媒体印象-1700万美元的媒体价值-超过 500 名影响者签约成为这项事业的大使-收到来自超过 700 家顶级全球机构和品牌从未具体化在广告和向戛纳请愿，要求停止奖励客观化广告 -- 戛纳狮子已经同意在他们的 2017 陪审员包中包括我们在广告中识别客观化的标准，以教育陪审员和防止客观化广告被庆祝-广告俱乐部纽约/安迪奖紧随其后，并呼吁其他奖项节目也这样做 -- 戛纳狮子队致力于缩小陪审团的规模，并将要求每个陪审团在工作上签字, 让他们对他们授予的东西更加负责。 BriefWithProjectedOutcomes 大众文化中的客观化所造成的危害不仅仅是理论上的: -随着 preschoolers-26 % 的 5 岁儿童推荐节食行为，年幼的儿童开始意识到自己的身体 -- 13-17 岁的女孩中有近一半希望自己像模特一样瘦时尚杂志 -- 男孩的动作人物比例大于最大的健美运动员 -- 多达 12% 的青少年男孩使用未经证实的补充剂和/或类固醇 -- 80% 的 10 岁儿童害怕被 fatSociety 可能会脱敏将社会中的意象客观化, 但是我们年轻易受影响的孩子不是。我们消化的意象会无意识地影响我们的感知，以及我们如何看待这个世界、其他人和我们自己。“我们的孩子看到了什么” 是一个社交视频，旨在强调负面图像对儿童的影响，呼吁广告商停止将他们的工作客观化, 并要求像戛纳狮子会这样的杰出奖项组织停止将奖励广告具体化。鉴于对象化对社会的有害影响，广告业有责任停止对象化。
# Womennotobjects 改为好
案例简介：Synopsis In 2016, we launched #WomenNotObjects to end the objectification of women in advertising. We commissioned research that proves that objectification isn’t just harmful to women, it’s also bad for business. And while adults may be becoming increasingly desensitized to objectifying imagery, children still notice. Children see over 5,000 ads per day, which shape their perceptions of how women are viewed in society, and how they grow up to view themselves.But while advertising has the power to influence societal norms and perceptions, it also has the power to effect positive change. We knew that to address this issue, change had to come from within the advertising industry—and it needed to come from the top. So at Cannes Lions 2016, we premiered our third film of #WomenNotObjects, “What Our Kids See”, and simultaneously launched it on social with the call to action to sign our petition to persuade Cannes to stop awarding ads that objectify. The petition was shared and signed by executives from over 700 top global agencies and brands. This ultimately inspired Cannes Lions to include our criteria of identifying gender bias and stereotypes in their 2017 juror packets. Strategy To demonstrate the negative impact of objectification, we gathered young boys and girls and showed them ads that could easily be seen by anyone on the street, after being granted their parents permission. Our intent was to invite the world to experience how young children react to objectifying imagery, vocally and viscerally, when it’s in front of them.The campaign videos were launched online alongside a digital petition that asked supporters to call on Cannes Lions to cease giving out awards to ads that objectify. We utilized the use of social channels in order to make both our film and our petition as shareable as possible. Our view was that if coveted awards such as Cannes continued to reward bad work, advertisers and marketers had no incentive to stop. Execution “What Our Kids See” was first shared at the Cannes Lions Festival of Creativity on June 20th, 2016. Our target audience is the advertising industry, and we took advantage of a concentrated opportunity to communicate directly with advertising’s top players. Therefore, following the premier of our film, we also encouraged the attendees to sign and share our online petition to persuade Cannes Lions to include our criteria of identifying objectification in their 2017 juror packets.The video and the petition were launched together as a digital campaign on social media, YouTube, Vimeo, and www.womennotobjects.com. Since then, our founder and CCO has spoken as a thought leader at many engagements on gender equality and objectification in advertising including the Clinton Global Initiative, the 3% Conference, and Google’s Women@NY Summit. Outcome With the launch, the campaign garnered:-Over 45 million views-Reached over 175 countries-Over 1 billion media impressions-$17 million in earned media value-Over 500 influencers signed up to be Ambassadors of the cause-Received commitments from industry professionals from over 700 top global agencies and brands to never objectify in advertising and to petition Cannes to stop rewarding objectifying ads-Cannes Lions has agreed to include our criteria for identifying objectification in advertising in their 2017 juror packets in order to educate jurors and prevent objectifying ads from being celebrated-The Advertising Club of NY/Andy Awards followed suit and called on other awards shows to do the same-Cannes Lions committed to reducing the size of their juries and will ask every jury to sign off on work, holding them more accountable for what they are awarding. BriefWithProjectedOutcomes The harm caused by the objectification in popular culture is not just theoretical:-Young children begin to develop awareness of their body as preschoolers-26% of 5-year-olds recommend dieting behavior-Nearly half of girls age 13-17 wish they were as skinny as the models in fashion magazines-Boy’s action figures have proportions larger than the biggest bodybuilders-Up to 12% of teen boys are using unproven supplements and/or steroids-80% of children who are 10 years old are afraid of being fatSociety may be desensitized to objectifying imagery in society, but our young and impressionable children are not. The imagery we digest can unconsciously affect our perceptions and how we view that world, other people, and ourselves. “What Our Kids See” was a social video launched to highlight the effects of negative imagery on children, call on advertisers to stop objectifying in their work, and demand that illustrious awards organizations like Cannes Lions cease rewarding ads that objectify. It is the advertising industry’s responsibility to cease objectification given the harmful effects it has on society.
#Womennotobjects Change For Good
案例简介：概要 在 2016，我们推出了 # WomenNotObjects 来结束女性在广告中的客观化。我们委托进行了一项研究，证明客观化不仅对女性有害，对商业也有害。虽然成年人对客观化的意象越来越不敏感，但孩子们仍然会注意到。孩子们每天看到超过 5,000 个广告，这些广告塑造了他们对社会中女性的看法，以及他们长大后如何看待自己的看法。但是，尽管广告有能力影响社会规范和观念，但它也有能力促成积极的变化。我们知道，要解决这个问题，变革必须来自广告业内部 -- 而且需要来自高层。所以在戛纳狮子 2016，我们首映了我们的第三部电影 # WomenNotObjects，“我们的孩子看到了什么”, 同时在社交网站上发布了《行动呼吁》，呼吁签署我们的请愿书，说服戛纳停止授予客观化的广告。来自全球 700 多家顶级机构和品牌的高管分享并签署了请愿书。这最终激发了戛纳狮子将我们识别性别偏见和陈规定型观念的标准纳入他们的 2017 陪审员包中。 战略 为了展示客观化的负面影响，我们聚集了年轻的男孩和女孩，给他们看广告，在得到父母的许可后，街上的任何人都很容易看到这些广告。我们的意图是邀请世界体验幼儿对客观化意象的反应，声音和内心，当它在他们面前。这些竞选视频是在网上发布的，同时还有一份数字请愿书，该请愿书要求支持者呼吁戛纳狮子停止向物化的广告颁奖。我们利用社交渠道使我们的电影和我们的请愿书尽可能共享。我们的观点是，如果戛纳等令人垂涎的奖项继续奖励糟糕的工作，广告商和营销人员就没有停止的动机。 执行 “我们的孩子看到了什么” 首次在 2016年6月20日的戛纳狮子创意节上分享。我们的目标受众是广告业，我们利用了一个集中的机会，直接与广告的顶级玩家交流。因此，继我们电影的首映式之后，我们还鼓励与会者签署并分享我们的在线请愿书，说服戛纳狮子将我们识别客观化的标准纳入他们的 2017 陪审员包中。视频和请愿书是在社交媒体、 YouTube 、 Vimeo 和 www.womennotobjects.com 上作为数字运动一起发布的。从那以后，我们的创始人和 CCO 作为思想领袖在许多关于广告中的性别平等和客观化的活动中发言，包括克林顿全球倡议、 3% 会议、和谷歌的女性 @ 纽约峰会。 结果 随着发射,竞选获得: -超过 4500万次意见-超过 175 个国家-超过 10亿次媒体印象-1700万美元的媒体价值-超过 500 名影响者签约成为这项事业的大使-收到来自超过 700 家顶级全球机构和品牌从未具体化在广告和向戛纳请愿，要求停止奖励客观化广告 -- 戛纳狮子已经同意在他们的 2017 陪审员包中包括我们在广告中识别客观化的标准，以教育陪审员和防止客观化广告被庆祝-广告俱乐部纽约/安迪奖紧随其后，并呼吁其他奖项节目也这样做 -- 戛纳狮子队致力于缩小陪审团的规模，并将要求每个陪审团在工作上签字, 让他们对他们授予的东西更加负责。 BriefWithProjectedOutcomes 大众文化中的客观化所造成的危害不仅仅是理论上的: -随着 preschoolers-26 % 的 5 岁儿童推荐节食行为，年幼的儿童开始意识到自己的身体 -- 13-17 岁的女孩中有近一半希望自己像模特一样瘦时尚杂志 -- 男孩的动作人物比例大于最大的健美运动员 -- 多达 12% 的青少年男孩使用未经证实的补充剂和/或类固醇 -- 80% 的 10 岁儿童害怕被 fatSociety 可能会脱敏将社会中的意象客观化, 但是我们年轻易受影响的孩子不是。我们消化的意象会无意识地影响我们的感知，以及我们如何看待这个世界、其他人和我们自己。“我们的孩子看到了什么” 是一个社交视频，旨在强调负面图像对儿童的影响，呼吁广告商停止将他们的工作客观化, 并要求像戛纳狮子会这样的杰出奖项组织停止将奖励广告具体化。鉴于对象化对社会的有害影响，广告业有责任停止对象化。
#Womennotobjects Change For Good
案例简介：Synopsis In 2016, we launched #WomenNotObjects to end the objectification of women in advertising. We commissioned research that proves that objectification isn’t just harmful to women, it’s also bad for business. And while adults may be becoming increasingly desensitized to objectifying imagery, children still notice. Children see over 5,000 ads per day, which shape their perceptions of how women are viewed in society, and how they grow up to view themselves.But while advertising has the power to influence societal norms and perceptions, it also has the power to effect positive change. We knew that to address this issue, change had to come from within the advertising industry—and it needed to come from the top. So at Cannes Lions 2016, we premiered our third film of #WomenNotObjects, “What Our Kids See”, and simultaneously launched it on social with the call to action to sign our petition to persuade Cannes to stop awarding ads that objectify. The petition was shared and signed by executives from over 700 top global agencies and brands. This ultimately inspired Cannes Lions to include our criteria of identifying gender bias and stereotypes in their 2017 juror packets. Strategy To demonstrate the negative impact of objectification, we gathered young boys and girls and showed them ads that could easily be seen by anyone on the street, after being granted their parents permission. Our intent was to invite the world to experience how young children react to objectifying imagery, vocally and viscerally, when it’s in front of them.The campaign videos were launched online alongside a digital petition that asked supporters to call on Cannes Lions to cease giving out awards to ads that objectify. We utilized the use of social channels in order to make both our film and our petition as shareable as possible. Our view was that if coveted awards such as Cannes continued to reward bad work, advertisers and marketers had no incentive to stop. Execution “What Our Kids See” was first shared at the Cannes Lions Festival of Creativity on June 20th, 2016. Our target audience is the advertising industry, and we took advantage of a concentrated opportunity to communicate directly with advertising’s top players. Therefore, following the premier of our film, we also encouraged the attendees to sign and share our online petition to persuade Cannes Lions to include our criteria of identifying objectification in their 2017 juror packets.The video and the petition were launched together as a digital campaign on social media, YouTube, Vimeo, and www.womennotobjects.com. Since then, our founder and CCO has spoken as a thought leader at many engagements on gender equality and objectification in advertising including the Clinton Global Initiative, the 3% Conference, and Google’s Women@NY Summit. Outcome With the launch, the campaign garnered:-Over 45 million views-Reached over 175 countries-Over 1 billion media impressions-$17 million in earned media value-Over 500 influencers signed up to be Ambassadors of the cause-Received commitments from industry professionals from over 700 top global agencies and brands to never objectify in advertising and to petition Cannes to stop rewarding objectifying ads-Cannes Lions has agreed to include our criteria for identifying objectification in advertising in their 2017 juror packets in order to educate jurors and prevent objectifying ads from being celebrated-The Advertising Club of NY/Andy Awards followed suit and called on other awards shows to do the same-Cannes Lions committed to reducing the size of their juries and will ask every jury to sign off on work, holding them more accountable for what they are awarding. BriefWithProjectedOutcomes The harm caused by the objectification in popular culture is not just theoretical:-Young children begin to develop awareness of their body as preschoolers-26% of 5-year-olds recommend dieting behavior-Nearly half of girls age 13-17 wish they were as skinny as the models in fashion magazines-Boy’s action figures have proportions larger than the biggest bodybuilders-Up to 12% of teen boys are using unproven supplements and/or steroids-80% of children who are 10 years old are afraid of being fatSociety may be desensitized to objectifying imagery in society, but our young and impressionable children are not. The imagery we digest can unconsciously affect our perceptions and how we view that world, other people, and ourselves. “What Our Kids See” was a social video launched to highlight the effects of negative imagery on children, call on advertisers to stop objectifying in their work, and demand that illustrious awards organizations like Cannes Lions cease rewarding ads that objectify. It is the advertising industry’s responsibility to cease objectification given the harmful effects it has on society.
# Womennotobjects 改为好
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#Womennotobjects Change For Good
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