Warri (Ar./Verb): Expose|短视频|广告营销案例【ADGuider广告指南】

Warri (Ar/Verb): Expose

案例简介：战略我们的研究显示，Facebook 政策和许多其他社交媒体论坛引用禁止裸体的网络法规作为从他们的网站上删除此类内容的理由, 不管发布内容的原因是什么。但是考虑到 47% 的突尼斯妇女受到虐待，81% 的妇女害怕投诉, 通过张贴妇女身体遭受虐待的图像来提高对这一问题的认识的人显然是为了促进紧迫的社会变革。我们的战略在其本土的网络媒体空间解决了这个问题，直接鼓励女性勇敢地在网上分享他们的故事，并引发了全国范围内关于这个话题的公众对话。执行我们在 Facebook 上发布了一张阿玛尔赤裸受伤的身体的照片，以引起人们对她遭受的虐待的关注。但是这张照片冒犯了更多的人，因为它展示了一个女人的裸体，而不是她被殴打的事实。此外，Facebook 仅一天就删除了该帖子，理由是禁止裸体的在线规定。决心结束暴力，我们与突尼斯最古老的女权主义协会 ATFD 合作，并通过一个名为 Warri 的社会倡议与全国接触，Warri 是阿拉伯语中的 “曝光” 一词, 致力于揭露这些暴力行为的图像。Warri 运动始于 2016年12月，目前正在 Facebook 和自己的网站上开展活动，继续邀请妇女分享她们的故事和虐待照片。 BriefWithProjectedOutcomes 突尼斯媒体传统上是保守的，并明确禁止裸体。虐待妇女的问题因社会态度而进一步复杂化，这种态度认为公开家庭问题是可耻的。文化背景与中东和北非的大部分地区相同，在那里，激烈的媒体法规限制了许多问题，否则这些问题将成为公共话语的一部分。概要 ATFD 是突尼斯最古老的女权主义协会，寻求该国妇女的平等权利和代表权。但是 47% 的突尼斯妇女受到虐待，其中 81% 的妇女从未提出投诉，因为社会认为家庭问题的播出是 “糟糕的” 或 “可耻的”。当我们在 Facebook 上发布了阿玛尔裸体受虐尸体的照片时，他是身体虐待的受害者, 它冒犯了更多的人，因为它表现出裸体，而不是因为她忍受的殴打。此外，在仅仅一天引用禁止裸体的网络法律后，Facebook 就删除了这张照片。我们与 ATFD 合作揭露虐待妇女的行为。我们的目标是帮助全国各地的妇女找到勇气分享她们的照片和虐待故事，并将这个问题公开在可以解决的地方。结果人权活动家和博客立即支持这一事业。著名的女演员和记者加入了我们的事业，给了它一个更强的声音。黄金时段的广播和电视节目邀请了许多名人和公众人物解释他们的观点，这个故事被阿拉伯世界的网站报道。在短短 28 天内，超过 2,243,000 人被暴露在 “勇士” 中，鼓励数百名女性结束她们的耻辱，勇敢起来，发布她们虐待的照片并分享她们的故事。我们自豪地宣布，尽管脸谱网禁止裸体，但他们在最初关闭页面 3 周后重新发布了阿迈勒的形象。今天，ATFD 继续通过 WARRI 支持突尼斯妇女，将她们的耻辱变成纯粹的勇敢行为。

Warri (Ar/Verb): Expose

案例简介：Strategy Our research revealed that Facebook policy and many other social media forums cite cyber regulations that ban nudity as a reason to remove such content from their sites, regardless of the reason for posting the content in the first place. But given that 47% of Tunisian women are abused, and that 81% of them are too scared to file a complaint, people who seek to raise awareness of the issue by posting images of the physical abuse that women endure on their bodies clearly do so to promote urgent social change. Our strategy tackled the issue in its native cyber-media space, directly encouraged woman to be brave and share their stories online, and sparked a nation-wide public conversation about the topic. Execution We posted a picture of Amal’s naked and bruised body on Facebook to draw attention to the abuse she had endured. But the image offended more people because it showed a woman’s naked body than the fact that she had been beaten. Furthermore, Facebook removed the post in just one day, citing online regulations banning nudity. Determined to end the violence, we collaborated with ATFD, the oldest feminist association in Tunisia, and engaged the entire country through a social initiative called Warri, the Arabic word for ‘Expose’, dedicated to exposing images of these acts of violence. The Warri campaign started in December 2016 and is on-going with presences on Facebook and at its own website, where it continues to invite women to share their stories and images of abuse. BriefWithProjectedOutcomes Tunisian media is traditionally conservative, and there is an express ban on nudity. The issue of abuse against women is further compounded because of societal attitudes that regard the airing of domestic issues as shameful. The cultural context is the same as that of much of the Middle East and North Africa, where intense media regulations restrict many issues that would otherwise be part and parcel of public discourse. Synopsis ATFD is the oldest feminist association in Tunisia, and seeks equal rights and representation for the women of the country. But 47% of Tunisian women are abused, and 81% of these women never file a complaint because society regards the airing of domestic issues as ‘Ayb’ or ‘Shameful’. When we posted a picture of the naked and battered body of Amal, a victim of physical abuse, on Facebook, it offended more people because it showed nudity instead of because of the beating she had endured. Furthermore, Facebook removed the picture after just one day citing cyber laws banning nudity. We collaborated with ATFD in a bid to expose abuse against women. Our objective was to help women across the country find the courage to share their pictures and stories of abuse, and bring the issue out into the open where it could be addressed. Outcome The cause was immediately championed by human rights activists and bloggers. Well-known actresses and journalists joined our cause, giving it a stronger voice. Prime time radio and TV shows invited many of those celebrities and public figures to explain their points of view, and the story was covered by websites from around the Arab world. In just 28 days, over 2,243,000 people were exposed to ‘Warri’ encouraging hundreds of women to end their shame, to be brave, and to post their pictures of abuse and share their stories. We are proud to announce that Facebook, despite their regulations that ban nudity, republished Amal’s image 3 weeks after they had initially taken the page down. Today ATFD is continuing to support the women of Tunisia through WARRI, changing their shame into acts of pure bravery.