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# isitokforguys
案例简介：概要 当AXE的 “Find Your Magic” 在2016年1月首次亮相时，它代表了该品牌的一个戏剧性的新方向，现在，吸引力等于联系而不是征服。它提出了一种开明而进步的男性气概观点，引起了新一代男性的共鸣。如今，作为一个促进自我表达的品牌，AXE与限制世界各地的人成为自己的标签作斗争。作为第一个社会使命，该品牌决定与男人的最大敌人: 有毒的男性气质作斗争。鼓励所有人摆脱束缚他们日常生活的文化压力和标签。目的是将这个看不见的问题暴露给世界，打开对话，并为受到标签伤害的人提供真正的帮助。 战略 在分析搜索引擎数据时，我们在14-21岁的年轻人中发现了一种模式。在同一问题下有很多疑问: “对男人来说还可以吗？”。这些范围从轻松的 “... 成为小勺子？” 去 “... 和其他人一起实验？” 更重的 “... 沮丧吗？” 研究显示了问题的严重程度，进一步为该策略提供了信息: 59% 的男性认为即使感到害怕，他们也应该表现得很坚强，近一半的人避免寻求帮助解决问题，五分之一的人考虑过自杀。前两周。为了启动品牌的第一个社会使命，我们希望使这个看不见的问题可见，以便围绕有毒的男性气质展开对话。 结果 # isitokforguys凭借13亿的公关印象和92% 的积极参与，开启了一场关于男性气概意味着什么的全球对话。在两周内，该活动给媒体留下了13亿印象。诸如《纽约时报》和《赫芬顿邮报》之类的出版物报道了这个故事，各地的男人和女人都在动员自己，分享了154万篇文章，甚至在学校里对八岁的孩子进行了以前禁忌的话题的教育。有毒的男性气质。尽管如此，我们的主要KPI还是让男人自己参与。发布后，“男人可以吗” 的搜索增加了3倍。有影响力的视频获得了92% 的积极参与，并且该活动在VICE的Snapchat Discover频道上获得了有史以来最高的刷卡率，我们帮助重新定义了男人可以做什么和不能做什么。 执行 该运动在英国和美国都发起了。我们在Youtube上以一部60英寸的国歌电影开启了对话，揭示了最常见的搜索问题，让他们无法回答，以强调可能导致欺凌、暴力甚至自杀的私人内部斗争和孤独。这部电影鼓励人们自己寻找和观察。当他们这样做的时候，他们从包括安东尼·约书亚 (Anthony Joshua) 和威尔·普尔特 (Will Poulter) 在内的25个不同的影响者那里找到了各种问题的答案，并从他们自己的社交渠道发帖。使用搜索引擎优化，我们确保尽可能多的人会接触到这场运动。对于较重的查询，我们的非政府组织合作伙伴提供了真正的帮助。因此，当人们在网上搜索时，他们会发现自己是可以的。 运动描述 我们发现了一种搜索模式: 伙计们正在网上搜索真正的男人应该做什么或不应该做什么。“男人可以哭吗？” “喝豆浆？” “和其他人一起实验？”。这些询问揭示了男人对社会强加给他们的性别规范的焦虑。我们想让真正的人提出真正的答案，以解决这些问题，并反对有毒的男性气质。并最终帮助那些在过时的性别标签下默默受苦的年轻人。 项目结果简介 尽管在过去的一个世纪中，女性气质发生了巨大变化，但性别方程式的另一半却落后了。男性气概比以往任何时候都更具毒性，因为昨天的规范仍然影响着我们今天的生活。事实上，研究表明，72% 的人已经被告知 “真正的男人” 应该如何表现，这些标准决定行为和外表可能是非常有害的。在当今社会中，93% 名联邦囚犯是男性，在美国1982年的所有大规模枪击事件中，只有三名是女性。与不遵守这些规范的男人相比，遵守这些规范的男人往往死于自杀，酗酒和吸毒以及其他危险行为。为了打击 “有毒的男性气质” 及其对年轻人的衰弱影响，我们需要通过承认问题的范围来帮助开启对话。
# isitokforguys
案例简介：Synopsis When AXE’s “Find Your Magic” debuted in January 2016, it represented a dramatic new direction for the brand where now, attraction equals connection instead of conquest. It presented an enlightened and progressive view of masculinity that resonated with a new generation of men. Today, as a brand promoting self-expression, AXE fights the labels that limit guys around the world from being themselves. As a first social mission, the brand decided to fight against guys’ biggest enemy: Toxic Masculinity. Encouraging all guys to rid themselves of the cultural pressures and labels that constrain them in their day to day. The objective was to expose this invisible problem to the world, open the conversation and provide genuine help to guys who are victimised by labels. Strategy In analysing search engine data, we discovered a pattern among young guys aged 14-21. There were many queries under the same question: ‘is it ok for guys’. These ranged from the lighthearted “...to be the little spoon?” to “...to experiment with other guys?” and the heavier “...to be depressed?” The strategy was further informed by research showing the extent of the problem: 59% of men believe they should act strong even if they feel scared, nearly half avoid asking for help with their problems, and one in five guys have considered suicide in the previous two weeks. To launch the brands first social mission, we wanted to make this invisible problem visible, in order to open the conversation around toxic masculinity. Outcome With 1.3 billion PR impressions and 92% positive engagement, #isitokforguys opened a global conversation on what masculinity means. In two weeks, the campaign had made 1.3 billion media impressions. Publications like ‘The New York Times’ and ‘The Huffington Post’ covered the story, and men and women everywhere were mobilising themselves, sharing over 154K articles and even educating children as young as eight years old in school on the previously taboo topic of toxic masculinity. Still, our main KPI was to engage guys themselves. After the launch, there was a 3x increase in search on “is it ok for guys”. With influencer videos receiving 92% positive engagement and the campaign earning the highest ever performing swipe rate ever on VICE’s Snapchat Discover channel, we helped redefine what men can and cannot do. Execution The campaign was launched in both the UK and US. We opened the conversation with a 60” anthem film on Youtube revealing the most common search queries, leaving them unanswered to highlight the private internal struggles and solitude that can contribute to bullying, violence and even suicide. The film encouraged guys to search and see for themselves. When they did, they found answers to their various questions from 25 different influencers including Anthony Joshua and Will Poulter, posting from their own social channels. Using SEO we made sure as many guys as possible would be exposed to the campaign. For heavier queries, our NGO partners offered real help. So when guys searched online, they would find that it was OK for them to be themselves. CampaignDescription We discovered a search pattern: guys were searching online what real man should or shouldn’t do. ‘Is it ok for guys to cry?’ ‘To drink soy milk?’ ‘To experiment with other guys?’. These queries revealed how anxious guys feel about gender norms imposed upon them by society. We wanted to put real guys forward with real answers to address these concerns and to take a stand against toxic masculinity. And ultimately help young men who silently suffer under outdated gender labels. BriefWithProjectedOutcomes While femininity has evolved dramatically over the past century, the other half of the gender equation is falling behind. Masculinity is more toxic than ever as the norms of yesterday still impact what our guys live today. In fact, research shows that 72% of guys have been told how a “real man” should behave and these standards that dictate both behaviour and appearance can be incredibly harmful. In today’s society, 93% of federal inmates are men and of all the mass shootings in the US since 1982, only three have been committed by women. Men abiding to these norms tend to die younger from suicide, alcohol and drug abuse, and other kinds of risky behaviours compared to men who do not. To combat “toxic masculinity” and its debilitating effects on young men, we needed to help open the conversation by acknowledging the scope of the issue.
#isitokforguys
案例简介：概要 当AXE的 “Find Your Magic” 在2016年1月首次亮相时，它代表了该品牌的一个戏剧性的新方向，现在，吸引力等于联系而不是征服。它提出了一种开明而进步的男性气概观点，引起了新一代男性的共鸣。如今，作为一个促进自我表达的品牌，AXE与限制世界各地的人成为自己的标签作斗争。作为第一个社会使命，该品牌决定与男人的最大敌人: 有毒的男性气质作斗争。鼓励所有人摆脱束缚他们日常生活的文化压力和标签。目的是将这个看不见的问题暴露给世界，打开对话，并为受到标签伤害的人提供真正的帮助。 战略 在分析搜索引擎数据时，我们在14-21岁的年轻人中发现了一种模式。在同一问题下有很多疑问: “对男人来说还可以吗？”。这些范围从轻松的 “... 成为小勺子？” 去 “... 和其他人一起实验？” 更重的 “... 沮丧吗？” 研究显示了问题的严重程度，进一步为该策略提供了信息: 59% 的男性认为即使感到害怕，他们也应该表现得很坚强，近一半的人避免寻求帮助解决问题，五分之一的人考虑过自杀。前两周。为了启动品牌的第一个社会使命，我们希望使这个看不见的问题可见，以便围绕有毒的男性气质展开对话。 结果 # isitokforguys凭借13亿的公关印象和92% 的积极参与，开启了一场关于男性气概意味着什么的全球对话。在两周内，该活动给媒体留下了13亿印象。诸如《纽约时报》和《赫芬顿邮报》之类的出版物报道了这个故事，各地的男人和女人都在动员自己，分享了154万篇文章，甚至在学校里对八岁的孩子进行了以前禁忌的话题的教育。有毒的男性气质。尽管如此，我们的主要KPI还是让男人自己参与。发布后，“男人可以吗” 的搜索增加了3倍。有影响力的视频获得了92% 的积极参与，并且该活动在VICE的Snapchat Discover频道上获得了有史以来最高的刷卡率，我们帮助重新定义了男人可以做什么和不能做什么。 执行 该运动在英国和美国都发起了。我们在Youtube上以一部60英寸的国歌电影开启了对话，揭示了最常见的搜索问题，让他们无法回答，以强调可能导致欺凌、暴力甚至自杀的私人内部斗争和孤独。这部电影鼓励人们自己寻找和观察。当他们这样做的时候，他们从包括安东尼·约书亚 (Anthony Joshua) 和威尔·普尔特 (Will Poulter) 在内的25个不同的影响者那里找到了各种问题的答案，并从他们自己的社交渠道发帖。使用搜索引擎优化，我们确保尽可能多的人会接触到这场运动。对于较重的查询，我们的非政府组织合作伙伴提供了真正的帮助。因此，当人们在网上搜索时，他们会发现自己是可以的。 运动描述 我们发现了一种搜索模式: 伙计们正在网上搜索真正的男人应该做什么或不应该做什么。“男人可以哭吗？” “喝豆浆？” “和其他人一起实验？”。这些询问揭示了男人对社会强加给他们的性别规范的焦虑。我们想让真正的人提出真正的答案，以解决这些问题，并反对有毒的男性气质。并最终帮助那些在过时的性别标签下默默受苦的年轻人。 项目结果简介 尽管在过去的一个世纪中，女性气质发生了巨大变化，但性别方程式的另一半却落后了。男性气概比以往任何时候都更具毒性，因为昨天的规范仍然影响着我们今天的生活。事实上，研究表明，72% 的人已经被告知 “真正的男人” 应该如何表现，这些标准决定行为和外表可能是非常有害的。在当今社会中，93% 名联邦囚犯是男性，在美国1982年的所有大规模枪击事件中，只有三名是女性。与不遵守这些规范的男人相比，遵守这些规范的男人往往死于自杀，酗酒和吸毒以及其他危险行为。为了打击 “有毒的男性气质” 及其对年轻人的衰弱影响，我们需要通过承认问题的范围来帮助开启对话。
#isitokforguys
案例简介：Synopsis When AXE’s “Find Your Magic” debuted in January 2016, it represented a dramatic new direction for the brand where now, attraction equals connection instead of conquest. It presented an enlightened and progressive view of masculinity that resonated with a new generation of men. Today, as a brand promoting self-expression, AXE fights the labels that limit guys around the world from being themselves. As a first social mission, the brand decided to fight against guys’ biggest enemy: Toxic Masculinity. Encouraging all guys to rid themselves of the cultural pressures and labels that constrain them in their day to day. The objective was to expose this invisible problem to the world, open the conversation and provide genuine help to guys who are victimised by labels. Strategy In analysing search engine data, we discovered a pattern among young guys aged 14-21. There were many queries under the same question: ‘is it ok for guys’. These ranged from the lighthearted “...to be the little spoon?” to “...to experiment with other guys?” and the heavier “...to be depressed?” The strategy was further informed by research showing the extent of the problem: 59% of men believe they should act strong even if they feel scared, nearly half avoid asking for help with their problems, and one in five guys have considered suicide in the previous two weeks. To launch the brands first social mission, we wanted to make this invisible problem visible, in order to open the conversation around toxic masculinity. Outcome With 1.3 billion PR impressions and 92% positive engagement, #isitokforguys opened a global conversation on what masculinity means. In two weeks, the campaign had made 1.3 billion media impressions. Publications like ‘The New York Times’ and ‘The Huffington Post’ covered the story, and men and women everywhere were mobilising themselves, sharing over 154K articles and even educating children as young as eight years old in school on the previously taboo topic of toxic masculinity. Still, our main KPI was to engage guys themselves. After the launch, there was a 3x increase in search on “is it ok for guys”. With influencer videos receiving 92% positive engagement and the campaign earning the highest ever performing swipe rate ever on VICE’s Snapchat Discover channel, we helped redefine what men can and cannot do. Execution The campaign was launched in both the UK and US. We opened the conversation with a 60” anthem film on Youtube revealing the most common search queries, leaving them unanswered to highlight the private internal struggles and solitude that can contribute to bullying, violence and even suicide. The film encouraged guys to search and see for themselves. When they did, they found answers to their various questions from 25 different influencers including Anthony Joshua and Will Poulter, posting from their own social channels. Using SEO we made sure as many guys as possible would be exposed to the campaign. For heavier queries, our NGO partners offered real help. So when guys searched online, they would find that it was OK for them to be themselves. CampaignDescription We discovered a search pattern: guys were searching online what real man should or shouldn’t do. ‘Is it ok for guys to cry?’ ‘To drink soy milk?’ ‘To experiment with other guys?’. These queries revealed how anxious guys feel about gender norms imposed upon them by society. We wanted to put real guys forward with real answers to address these concerns and to take a stand against toxic masculinity. And ultimately help young men who silently suffer under outdated gender labels. BriefWithProjectedOutcomes While femininity has evolved dramatically over the past century, the other half of the gender equation is falling behind. Masculinity is more toxic than ever as the norms of yesterday still impact what our guys live today. In fact, research shows that 72% of guys have been told how a “real man” should behave and these standards that dictate both behaviour and appearance can be incredibly harmful. In today’s society, 93% of federal inmates are men and of all the mass shootings in the US since 1982, only three have been committed by women. Men abiding to these norms tend to die younger from suicide, alcohol and drug abuse, and other kinds of risky behaviours compared to men who do not. To combat “toxic masculinity” and its debilitating effects on young men, we needed to help open the conversation by acknowledging the scope of the issue.
# isitokforguys
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#isitokforguys
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