Writing Our Rights: The Empowerment Workbook|海报/平面|广告营销案例【ADGuider广告指南】

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书写我们的权利: 授权手册

案例简介：战略妇女在政治领导中的代表性严重不足，尽管占人口的一半以上，但仅占选举职位的 22%。我们知道，如果我们想改变这个数字，我们必须和那些长大后要改变它的人谈谈: 年轻女孩。由于练习册已经证明在教授这种易受影响的观众方面是有效的，所以创建我们自己的练习册是一个合乎逻辑的选择。为了确保我们的信息不会被忽视，因为它只是另一堂学校课，我们设计它是有趣的，并且与七岁的孩子 (最常见的练习册用户) 相关。工作簿页面上的女性是根据她们的多样性以及文字和成就来选择的，确保她们与不同背景的女孩有联系。该活动是通过社交媒体上的视频发起的。免费下载使所有感兴趣的人都可以使用工作簿，而专业打印的副本可以购买。结果 191% 社交媒体印象引发的捐赠增加了一倍概要妇女占人口的 51%，但只占民选职位的 22%。Ignite 是一个致力于让年轻女性参与政治的组织，旨在通过激励女孩成为下一代政治领导人来改变这一数字。我们的预算为 30,000 美元，创建了 300 本练习册，其中包含了手写实践中的赋权课程。每售出一本书都让我们能够再印刷三本，而免费下载让那些迫不及待想开始学习的人可以广泛获得这本书。活动描述为了激励女孩成为下一代政治领袖，我们创作了《书写我们的权利: 一本旨在发展不仅仅是手写的工作簿》。每个练习都包含了来自 10 位标志性女性领袖的有力引用，而不是以练习册中典型的通用句子为特色。每一页的设计都是为了让这个女人和她的话对年轻女孩熟悉和相关。尽管她们来自不同的时间段，参考了不同的观点，但这些话都给女孩上了同样的一课: 她们很强大。年轻女孩学习和书写自己的权利越多，她们长大后就越有可能受到改变现状的启发。执行这本练习册的设计受到了将要使用它的小女孩的影响。选择不同类型的设计来与不同背景的孩子交谈，并确保这本书对他们来说是包容的。每个政治家都被描绘成有趣多彩的插图，让她平易近人，同时让练习册感觉更像玩耍，而不像一堂课。每个部分都有两个练习: 草书和大写。草书专注于复杂的想法，而资本化涉及简单、有力的引用，这些引用可以被删除并用作海报。有一个伟大的设计系统，颜色跟随连续的流动，一个部分平滑地移动到下一个部分。每本书都是 11 “x 14” 封面和海报页: 芬奇精细明亮的白色 100 # 封面写作页: 芬奇精细明亮的白色 80 # 文本: 4 色工艺加上两个 PMS, 打印在 6 色 40 “UV 小森

书写我们的权利: 授权手册

案例简介：Strategy Women are dramatically underrepresented in political leadership, holding just 22% of elective offices though comprising over half of the population. We knew if we wanted that number to change, we had to talk to the ones who were going to grow up to change it: young girls. Since workbooks have already proven effective in teaching this impressionable audience, creating our own was a logical choice. To ensure our message wasn’t overlooked as just another school lesson, we designed it to be entertaining and relatable to seven-year-olds (the most common workbook users). The women featured in the workbook’s pages were chosen for their diversity as well as words and accomplishments, ensuring they were relatable to girls from various backgrounds. The campaign was launched via a video on social media. Free downloads made the workbook available for everyone interested, while professionally printed copies were available for purchase. Outcome Increased donations to Ignite by 191%Social media impressions doubled Synopsis Women make up 51% of the population but only hold 22% of the elective office. Ignite, an organization dedicated to getting young women involved in politics, aimed to change this number by inspiring girls to become the next generation of political leaders. With a budget of $30,000, we created 300 workbooks that contain a lesson in empowerment within their handwriting practices. Every book sold gave us the ability to print another three, while free downloads made the book widely available to those who couldn’t wait to start learning. CampaignDescription To inspire girls to become the next generation of political leaders, we created Writing Our Rights: a workbook that aims to develop more than just handwriting. Rather than featuring the generic sentences typical of workbooks, every exercise comprises of powerful quotes from 10 iconic female leaders. Each page is designed to make both the woman and her words familiar and relatable to young girls. Though they come from different time periods and reference different views, these words all teach girls the same lesson: They are powerful. The more young girls learn and write their rights, the more likely they will grow up inspired to change the status quo. Execution The workbook’s design was influenced by the little girls who will use it. Different types of design were chosen to speak to children of various backgrounds and ensure the book felt inclusive to them. Each politician was depicted with playful and colorful illustrations to make her approachable, while making the workbook feel more like play and less like a lesson. Two exercises were featured in each section: cursive and capitalization. The cursive focused on complex ideas, whereas the capitalization involved simple, powerful quotes that could be torn out and used as posters. There's a great design system where the colors follow a continuous flow, and one section moves smoothly to the next.Each book was 11" x 14"COVER AND POSTER PAGES: Finch Fine bright white 100# cover WRITING PAGES: Finch Fine bright white 80# textINKS: 4-color process plus two PMS,printed on a 6-color 40" UV Komori