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Chor Chang
案例简介：战略 通过说明如果大象因 “使遥远的问题变得个人化” 而消失，对泰国人来说将是巨大的损失，从而利用泰国人口与大象的古老亲和力。我们的策略是由 “一个简单的行为” 驱动的，因为它必须与泰国人建立联系，并促使政府通过更严格的立法并打击非法象牙贸易。这个想法是删除 “大象信” 以挽救大象的生命。此举旨在向面临灭绝的大象发出声音，以使每个人都意识到并保护它们免于被杀死。任务是象征性地从带有字母的所有单词中取出 “大象” (Chor Chang) 字母。然后，许多单词无法拼写，并且毫无意义，例如人名，街道和省份。 概要 每年估计有30,000只非洲象因象牙而被杀死。泰国开放的非法市场使犯罪分子可以清洗大量的偷猎象牙，使泰国成为世界上最大的不受管制的象牙市场。因此，根据《濒危野生动植物种国际贸易公约》 (CITES)，泰国面临破坏贸易制裁的威胁。大象也是泰国的国家象征。他们甚至有一个泰语字母Chor Chang。这种牢固的关系意味着泰国有可能成为结束屠杀的关键角色。当他们承诺关闭象牙市场时，世界自然基金会2013年很难让泰国政府对他们缺乏进展负责。世界自然基金会需要获得公众支持以帮助创造变革。目的是向政府施加压力，要求其采取行动制止象牙贸易，并使大象免于灭绝。 执行 我们计划了三个部分的运动同时进行，以便通过在社交媒体上采取简单的行动，使整个国家意识到消失的字母的结果。Chor Chang退出了社交活动。社会影响者用 #？？？？？？？？？？？？？？？ 从他们的名字中删除了Chor Chang'。然后 # WWFThailand将内容发布到他们的社交媒体上。2。Chor Chang被从领导人中除名。政治人物，名人和运动员将Chor Chang从他们的名字中删除，并发布到社交媒体上。与泰国最受关注的新闻节目共同创作，他们贡献了一整天的新闻报道。3。Chor Chang被排除在公众之外。利用社交媒体，该运动迅速在全国范围内传播。 结果 超过120万个用户在他们的社交网络上发布了 “删除Chor chang”，大约是泰国社交世界的42% 渗透。它连续5天保持该国排名最高的标签，是泰国历史上最成功的社交媒体活动之一。该活动获得了7100万多个印象，获得了11,985,187美元的媒体收入。在几个月内，泰国政府通过了《象牙法》，要求所有拥有象牙的人都必须登记，否则将面临重罚。在实施后的三个月内，泰国的象牙贸易商数量下降了85%。 活动描述 泰国人不知道象牙市场不受监管，他们不知道不仅在泰国，而且在全球，大象现在都受到严重威胁。为了最大程度地扩大数字合作和公众参与，该想法被设计为最简单但最好的沟通方式。因此，我们的想法是要求消费者只做一个简单的行为; 从他们的名字或包含它的任何单词中删除字母 “chor.Chang”。排版消失成为新的内容设计方法。然后，消费者将删除的信件的照片或文字发布在他们的社交媒体，facebook，instragram和twitter上，因为它们是覆盖目标受众到大众水平的最相关媒体。介质将产生从一个用户到另一个用户的涟漪效应，依此类推。
Chor Chang
案例简介：Strategy To tap into the Thai population's ancient affinity with the elephant by illustrating what an enormous loss it would be to Thais if elephants disappeared by “Making distant problems personal.” Our strategy is driven by ‘one simple act’, as it must create involvement with Thais and provoke the government to pass stricter legislation and crack down on illegal ivory trade. The idea was to remove the ‘Elephant letter’ to save the elephant’s life. This act is to lend a voice to elephants that are facing extinction in order for everyone to be aware and protect them from being killed.The task is to symbolically take ‘Elephant’ (Chor Chang) alphabet out of all words bearing the letter. Many words then could not be spelt and are meaningless such as people’s names, streets, and provinces. Synopsis Each year an estimated 30,000 African elephants are killed for their ivory. Thailand’s open illegal market has allowed criminals to launder massive amounts of poached ivory, making Thailand the world’s largest unregulated ivory market. Consequently, Thailand faced the threat of damaging trade sanctions under the Convention on International Trade in Endangered Species of Wild Fauna and Flora (CITES).Elephants are also a Thai national symbol. They even have a letter in the Thai alphabet, Chor Chang. This strong relationship means Thailand has the potential to be a key player in ending the slaughter. WWF was having a hard time holding the Thai government accountable for their lack of progress since 2013 when they pledged to shut down the ivory market. WWF needed to garner public support to help create change. The objective is to pressure the government to take action to stop the ivory trade and save elephants from extinction. Execution We planned the campaign in 3 parts to occur simultaneously in order to make the whole country aware of the results of the vanished alphabet by taking a simple act on social media.1. Chor Chang removed from Social. Social influencers removed Chor Chang’ from their names with #????????????? and #WWFThailand then posted content to their social media.2. Chor Chang removed from leaders. Political figures, celebrities and athletes removed the Chor Chang from their names and posted to social media. Co-created with Thailand's most watch news shows, who contributed one full day of their news coverage.3. Chor Chang removed from the public. Leveraging social media, the campaign rapidly spread across the country. Outcome Over 1.2 million users posted ‘Remove Chor Chang’ on their social network, approximately a 42% penetration of Thailand's social universe. It maintained a top ranking hashtag in the country for 5 consecutive days and is one of the most successful social media campaigns in Thai history. The campaign reached over 71 million impressions with US$11,985,187 in earned media. Within a few months, the Thai government passed the Elephant Ivory Act that required all persons in possession of ivory to register or face heavy penalties. Within three months of implementation, the number of ivory traders in Thailand dropped by 85%. Campaign Description Thais weren’t aware about the unregulated ivory market and they didn’t know that elephants not only in Thailand but globally are now severely threatened. In order to maximize figures cooperation and public engagement, the idea is designed as the easiest yet the best way to communicate. The idea was therefore to ask consumers to do just one simple act; to remove the letter ‘Chor.chang’ from their name or any words that contained it. Typography vanishing becomes new content designing approach. Then consumers post the removed letter’s photo or words on their social media, facebook, instragram and twitter, because they are the most relevant medium to reach across target audiences to mass level. The medium will have ripple effect from one user to another and so on.
Chor Chang
案例简介：战略 通过说明如果大象因 “使遥远的问题变得个人化” 而消失，对泰国人来说将是巨大的损失，从而利用泰国人口与大象的古老亲和力。我们的策略是由 “一个简单的行为” 驱动的，因为它必须与泰国人建立联系，并促使政府通过更严格的立法并打击非法象牙贸易。这个想法是删除 “大象信” 以挽救大象的生命。此举旨在向面临灭绝的大象发出声音，以使每个人都意识到并保护它们免于被杀死。任务是象征性地从带有字母的所有单词中取出 “大象” (Chor Chang) 字母。然后，许多单词无法拼写，并且毫无意义，例如人名，街道和省份。 概要 每年估计有30,000只非洲象因象牙而被杀死。泰国开放的非法市场使犯罪分子可以清洗大量的偷猎象牙，使泰国成为世界上最大的不受管制的象牙市场。因此，根据《濒危野生动植物种国际贸易公约》 (CITES)，泰国面临破坏贸易制裁的威胁。大象也是泰国的国家象征。他们甚至有一个泰语字母Chor Chang。这种牢固的关系意味着泰国有可能成为结束屠杀的关键角色。当他们承诺关闭象牙市场时，世界自然基金会2013年很难让泰国政府对他们缺乏进展负责。世界自然基金会需要获得公众支持以帮助创造变革。目的是向政府施加压力，要求其采取行动制止象牙贸易，并使大象免于灭绝。 执行 我们计划了三个部分的运动同时进行，以便通过在社交媒体上采取简单的行动，使整个国家意识到消失的字母的结果。Chor Chang退出了社交活动。社会影响者用 #？？？？？？？？？？？？？？？ 从他们的名字中删除了Chor Chang'。然后 # WWFThailand将内容发布到他们的社交媒体上。2。Chor Chang被从领导人中除名。政治人物，名人和运动员将Chor Chang从他们的名字中删除，并发布到社交媒体上。与泰国最受关注的新闻节目共同创作，他们贡献了一整天的新闻报道。3。Chor Chang被排除在公众之外。利用社交媒体，该运动迅速在全国范围内传播。 结果 超过120万个用户在他们的社交网络上发布了 “删除Chor chang”，大约是泰国社交世界的42% 渗透。它连续5天保持该国排名最高的标签，是泰国历史上最成功的社交媒体活动之一。该活动获得了7100万多个印象，获得了11,985,187美元的媒体收入。在几个月内，泰国政府通过了《象牙法》，要求所有拥有象牙的人都必须登记，否则将面临重罚。在实施后的三个月内，泰国的象牙贸易商数量下降了85%。 活动描述 泰国人不知道象牙市场不受监管，他们不知道不仅在泰国，而且在全球，大象现在都受到严重威胁。为了最大程度地扩大数字合作和公众参与，该想法被设计为最简单但最好的沟通方式。因此，我们的想法是要求消费者只做一个简单的行为; 从他们的名字或包含它的任何单词中删除字母 “chor.Chang”。排版消失成为新的内容设计方法。然后，消费者将删除的信件的照片或文字发布在他们的社交媒体，facebook，instragram和twitter上，因为它们是覆盖目标受众到大众水平的最相关媒体。介质将产生从一个用户到另一个用户的涟漪效应，依此类推。
Chor Chang
案例简介：Strategy To tap into the Thai population's ancient affinity with the elephant by illustrating what an enormous loss it would be to Thais if elephants disappeared by “Making distant problems personal.” Our strategy is driven by ‘one simple act’, as it must create involvement with Thais and provoke the government to pass stricter legislation and crack down on illegal ivory trade. The idea was to remove the ‘Elephant letter’ to save the elephant’s life. This act is to lend a voice to elephants that are facing extinction in order for everyone to be aware and protect them from being killed.The task is to symbolically take ‘Elephant’ (Chor Chang) alphabet out of all words bearing the letter. Many words then could not be spelt and are meaningless such as people’s names, streets, and provinces. Synopsis Each year an estimated 30,000 African elephants are killed for their ivory. Thailand’s open illegal market has allowed criminals to launder massive amounts of poached ivory, making Thailand the world’s largest unregulated ivory market. Consequently, Thailand faced the threat of damaging trade sanctions under the Convention on International Trade in Endangered Species of Wild Fauna and Flora (CITES).Elephants are also a Thai national symbol. They even have a letter in the Thai alphabet, Chor Chang. This strong relationship means Thailand has the potential to be a key player in ending the slaughter. WWF was having a hard time holding the Thai government accountable for their lack of progress since 2013 when they pledged to shut down the ivory market. WWF needed to garner public support to help create change. The objective is to pressure the government to take action to stop the ivory trade and save elephants from extinction. Execution We planned the campaign in 3 parts to occur simultaneously in order to make the whole country aware of the results of the vanished alphabet by taking a simple act on social media.1. Chor Chang removed from Social. Social influencers removed Chor Chang’ from their names with #????????????? and #WWFThailand then posted content to their social media.2. Chor Chang removed from leaders. Political figures, celebrities and athletes removed the Chor Chang from their names and posted to social media. Co-created with Thailand's most watch news shows, who contributed one full day of their news coverage.3. Chor Chang removed from the public. Leveraging social media, the campaign rapidly spread across the country. Outcome Over 1.2 million users posted ‘Remove Chor Chang’ on their social network, approximately a 42% penetration of Thailand's social universe. It maintained a top ranking hashtag in the country for 5 consecutive days and is one of the most successful social media campaigns in Thai history. The campaign reached over 71 million impressions with US$11,985,187 in earned media. Within a few months, the Thai government passed the Elephant Ivory Act that required all persons in possession of ivory to register or face heavy penalties. Within three months of implementation, the number of ivory traders in Thailand dropped by 85%. Campaign Description Thais weren’t aware about the unregulated ivory market and they didn’t know that elephants not only in Thailand but globally are now severely threatened. In order to maximize figures cooperation and public engagement, the idea is designed as the easiest yet the best way to communicate. The idea was therefore to ask consumers to do just one simple act; to remove the letter ‘Chor.chang’ from their name or any words that contained it. Typography vanishing becomes new content designing approach. Then consumers post the removed letter’s photo or words on their social media, facebook, instragram and twitter, because they are the most relevant medium to reach across target audiences to mass level. The medium will have ripple effect from one user to another and so on.
Chor Chang
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Chor Chang
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