Roma Social Impact Campaign|海报/平面,活动|广告营销案例【ADGuider广告指南】

罗姆人社会影响运动

案例简介：背景罗马是阿方索 · 卡隆 (Alfonso Cuar ó n) 的一部电影，以克莱奥 (Cleo) 为核心的故事，克莱奥是一名土著妇女，她在20世纪70年代墨西哥城为一个中产阶级家庭担任家政服务员。罗姆于11月21日在影院有限上映，随后于2018年12月14日在Netflix全球上映，将Cleo的故事带到190个国家和1.4亿订户。美联社 (Associated Press) 写道: “在许多电影中，家政工人的角色是次要的，在罗姆人身上扮演了一个全新的维度。”“(Cleo) 尽管很少或没有对话，但却实现了极具表现力的场景。从最初的场景来看，她与她照顾的孩子保持着令人羡慕的同谋，同时面对雇主的抱怨。“ Cleo的经历代表了世界上67MM家庭佣工的经历，其中80% 名妇女的工作被低估、被忽视和不受保护。通过将照顾者的故事放在中心舞台上，当全球观众欣赏这部电影时，一个历史上被边缘化的性别不平等问题变得被数百万人看到，引发了对话。随着这部电影的人气飙升，围绕对家政工人需要政策保护的讨论也在增加，最终在金球奖和奥斯卡颁奖典礼上渗透了主流意识。描述您所在地区的文化/社会/政治/环境气候，以及在此背景下您的竞选活动的意义全球25名职业妇女中就有1名是家庭佣工。他们经常工作时间长，工资低，容易受到虐待。家务劳动被排除在大多数劳动法和社会保障计划之外，这实际上使对以女性为主的工人阶级的歧视合法化。 2011年，国际劳工组织 (劳工组织) 通过了《家庭佣工公约189》，该协定将赋予家庭佣工享有劳工权利、标准最低工资和保护不受歧视的法律权利。美国和墨西哥都没有批准它，也没有国家制定保护家政工人权利的联邦立法。非营利组织正在争取变革，尽管阻碍进步的障碍仍然是这项工作的无形性质。但是，通过关注克莱奥的经历，罗姆人集中展示了严重的不平等和家务劳动的复杂性，增强了对家务工人的待遇和权利的认识。 “罗姆人从根本上破坏了这样一种观念，即从事这项工作的妇女比妇女、母亲、情人和女英雄少。它把工作的无名英雄主义放在了中心。它提出了一个问题: 以一种新的方式尊重他们会是什么样子？现在我们看到了，我们可以做些什么不同？”活动家爱仁 · 普尔写道。描述创造性的想法 (投票30%) 讲故事具有以深入个人的方式创造对复杂问题的理解的能力。该运动的中心思想是将艺术 (电影) 和行动主义 (社区组织) 结合起来，以加快在一个至关重要但被边缘化的性别不平等问题上的进展。我们将罗姆人与领导一场运动的非营利组织结成伙伴关系，试图引发围绕家庭佣工待遇和权利的对话。媒体很快引起了人们的注意: “美国新闻: 墨西哥家政工人的知名度。电影《Roma》提高了国民对易受虐待的工人困境的认识，“《纽约时报》: 美国可以从《Roma》中学到什么: 我们已经被排除在基本的劳工保护之外太久了。” “美联社: 在裁决之后，墨西哥重新考虑家庭工人。” 通过利用电影本身的讲故事和可见性，并通过与代表家政工人战斗的组织建立伙伴关系，该活动试图改变公众意识，创造加速变革的文化条件。描述策略 (投票20%) 由Ai-jen Poo领导的全国家政工人联盟 (NDWA) 和Marcelina Bautista领导的CACEH，是分别在美国和墨西哥为家政工人的尊重、尊严和权利而斗争的非营利组织。这两个组织都在2018年8月为罗姆人上映，并认识到这部电影可以改变家庭佣工的叙事，并为他们的工作带来知名度。我们共同制定了一项战略，以吸引美国和墨西哥的目标观众，包括罗姆电影观众、家庭佣工、雇主和政府官员: 提高家庭佣工在流行文化中的知名度和价值-唤醒观众对家政工人生活的现实，并推动一场关于我们如何重视和对待在家里工作的人的文化对话。加速采用具体支持其经济安全的解决方案 -- 提高各国支持2-3毫米家庭佣工的立法的可见度。描述执行 (投票的20%) 从2018年8月到2019年3月，该运动与NDWA和CACEH合作执行了以下策略: 非营利组织针对美国国会议员、国际劳工组织、家政工人、雇主和大学生的筛选和讨论论坛，从我们的目标受众那里获得了数千人。 NDWA和CACEH出席了罗姆首映式、电影节和颁奖活动，包括金球奖和奥斯卡金像奖，也就是《纽约时报》，“在首映式上……[Cuar ó n] 欢迎家政工人权利倡导者马塞利娜 · 鲍蒂斯塔 (Marcelina Bautista) 登上舞台。包蒂斯塔说，墨西哥对其女性有很大的责任，我们必须结束对女性的暴力和滥用权力。收集并确保深入的故事和专栏 (纽约时报、洛杉矶时报、雅虎新闻、Univision)。开发并推出了面向解决方案的PSA，通过他的社交媒体账户以Cuar ó n为特色。在2月份的每一场戏票销售中，都向NDWA和CACEH贡献了一部分。 Cuar ó n在奥斯卡金像奖获奖感言中支持家政工人 (25MM + 观众)。描述结果/影响 (投票30%) 对家庭佣工、NDWA和CACEH的报道，获得了35亿美元的媒体覆盖面和400万美元的宣传收入 (数据: Cision)。家政工人在流行文化中的知名度提高有助于加快现实世界的结果: “路透社: 罗姆人的成功如何帮助改变家政工人的权利” 经过12月最高法院的裁决，墨西哥2.4MM家庭佣工现在可以获得社会保障。墨西哥社会保障研究所 (Mexico Social Security Institute) 认为罗姆人是 “改变数百万工人工作条件的激励”。 2019年3月，墨西哥驻联合国代表Socorro Flores Liera大使创造了 “罗姆效应” 一词，用于 “帮助墨西哥加强政府继续争取性别平等的决心，并承诺批准国际劳工组织189公约”。 2019年4月，墨西哥参议院通过CACEH的立法，确保2.4MM家庭佣工有书面合同和福利，包括带薪工资。墨西哥国会在5月份投票通过了该法案，这是历史上被剥夺公民权的一部分的重大胜利。“新的立法将使200万多人受益-其中大多数是贫困妇女-直到现在，他们还没有被承认为正式劳动力市场的一部分，其好处和保护 (纽约时报: 墨西哥国会投票扩大家庭工人的劳动权利)。“(罗马) 是一部无疑是这一变化的一部分的电影，” 马塞利娜 · 鲍蒂斯塔 (Marcelina Bautista) 在纽约时报说。纽约时报的文章进一步指出，“…… [罗姆人] 帮助创造了一个有利于法案通过的文化时刻…。” 为运动服务，罗姆人改变了文化对话，激发了变革。

罗姆人社会影响运动

案例简介：Background Roma, a film by Alfonso Cuarón, centers on the story of Cleo, an indigenous woman who works as a live-in domestic worker for a middle-class family in 1970s Mexico City. Roma had a limited release in theaters November 21 followed by a worldwide release on Netflix December 14, 2018, bringing Cleo’s story to 190 countries and 140 million subscribers. “The role of the domestic worker, which in many movies is secondary, takes on a whole new dimension in Roma,” wrote the Associated Press. “[Cleo] achieves scenes of great expressiveness in spite of having little or no dialogue. From the first scenes she maintains an enviable complicity with the children she cares for while facing the complaints of her employer.” Cleo’s experience represents those of 67MM domestic workers in the world, 80% of whom are women whose work is undervalued, overlooked and unprotected. By putting the story of a caregiver center stage, an historically marginalized gender inequality issue became visible to millions of people, sparking conversations, as global audiences enjoyed the film. As the film’s popularity soared, the discussion around the need for policy protections for domestic workers grew, eventually penetrating the mainstream consciousness at the Golden Globes and the Oscars. Describe the cultural/social/political/environmental climate in your region and the significance of your campaign within this context 1 in 25 working women globally are domestic workers. They often work long hours for low pay and are vulnerable to abuse. Domestic-work is excluded from most labor laws and social security programs, which effectively legitimizes discrimination of a female-dominated class of workers. In 2011, the International Labor Organization (ILO) passed the Domestic Workers Convention 189, an agreement which would give domestic-workers legal entitlement to labor rights, standard minimum wage and protection against discrimination. Neither the U.S. nor Mexico have ratified it and neither country has federal legislation in place to protect domestic workers’ rights. Non-profit organizations are fighting for change, although a barrier to progress has remained the invisible nature of the work. But by focusing on Cleo’s experiences, Roma spotlights profound inequalities and complexities of domestic work, building awareness around the treatment and rights of domestic workers. “Roma fundamentally disrupts the notion that the women who do this work are less than women, mothers, lovers and heroines. It puts at the center, the unsung heroism of the work. And it poses a question: What would it look like to honor them in a new way? Now that we see, what could we do differently?” activist Ai-jen Poo wrote. Describe the creative idea (30% of vote) Storytelling has an ability to create understanding of complex issues in a deeply personal way. The campaign’s central idea is to combine art (film) and activism (community organizing) to accelerate progress on a vital, but marginalized, gender inequality issue. Partnering Roma with non-profits leading a movement, we sought to spark a conversation around the treatment and rights of domestic workers. The media quickly caught on, ex: “US News: Visibility for Mexico's Domestic Workers. The film ‘Roma’ raises national awareness of the plight of workers vulnerable to abuse,” “NYT: What America Can Learn From ‘Roma’: We’ve been excluded from basic labor protections for too long.” “AP: After ruling, hit film, Mexico reconsiders domestic workers.” By leveraging both the storytelling and visibility of the film itself, and through partnerships with organizations fighting on behalf of domestic workers, the campaign sought to shift public consciousness and create the cultural conditions to accelerate change. Describe the strategy (20% of vote) The National Domestic Workers Alliance (NDWA), led by Ai-jen Poo, and CACEH, led by Marcelina Bautista, are non-profit organizations fighting for the respect, dignity and rights of domestic workers in the U.S. and Mexico respectively. Both organizations screened Roma in August 2018, and recognized that this film could shift the narrative around domestic workers and bring visibility to their work. Together, we developed a strategy to engage targeted audiences in the U.S. and Mexico, including Roma moviegoers, domestic workers, employers and government officials to: Increase visibility and value of domestic workers in popular culture — awaken audiences to the realities of domestic workers lives and drive a cultural conversation about how we value and treat those who work in our homes. Accelerate adoption of solutions that concretely support their economic security — raise visibility for legislation in support of the 2-3MM domestic workers in each country. Describe the execution (20% of vote) From August 2018-March 2019, the campaign, in partnership with NDWA and CACEH, executed the following tactics: Non-profits organized screenings and discussion forums for US Congress members, the ILO, domestic workers, employers and college students, reaching thousands from our target audiences. NDWA and CACEH attended and spoke at Roma premieres, film festivals and award events, including the Golden Globes and Academy Awards. i.e, NYT, “At a premiere…[Cuarón] welcomed domestic-workers-rights advocate, Marcelina Bautista, to the stage. ‘Mexico owes a lot to its women, and we must end the violence and abuse of power over women,’ said Bautista.” Pitched and secured in-depth stories and op-eds (NYT, LA Times, Yahoo News, Univision). Developed and launched solutions-oriented PSA, featuring Cuarón via his social media accounts. Contributed a portion of every Roma in-theater ticket sale in February to the NDWA and CACEH. Cuarón advocated for domestic workers during his Academy Award acceptance speech (25MM+ viewers). Describe the results/impact (30% of vote) Coverage of domestic-workers, NDWA and CACEH, garnered an earned media reach of 3.5B and $4MM in earned publicity (data:Cision). Increased visibility of domestic workers in popular culture helped to accelerate real-world results: “Reuters: How Roma’s success is helping change the rights of domestic workers” Following a December Supreme Court ruling, 2.4MM domestic workers in Mexico now have access to social security. The Mexico Social Security Institute credited Roma as “an incentive to transform working conditions for millions of workers.” March 2019, Ambassador Socorro Flores Liera, Mexican Representative to the U.N., coined the term the “Roma Effect,” for “helping Mexico to strengthen the government’s conviction to continue the fight for gender equality and commit to ratifying the ILO Convention 189.” April 2019, Mexican Senate passed CACEH’s legislation which ensures 2.4MM domestic-workers have written contracts and benefits including paid-time off. And Mexico’s Congress voted to pass it in May, a momentous victory for a historically disenfranchised part of society. “The new legislation will benefit more than two million people — most of them impoverished women — who until now were not recognized as part of the formal labor market, with its benefits and protections (New York Times: Mexico’s Congress Votes to Expand Domestic Workers’ Labor Rights). “[Roma] was a movie that was undoubtedly part of this change,” said Marcelina Bautista in the NYT. The NYT article further states, “…[Roma] helped create a cultural moment that was propitious for the bill’s passage…” In service of a movement, Roma transformed a cultural conversation and inspired change.