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NON-VIOLENCE 公共汽车
案例简介：环境执行的描述: 校车。 描述客户的简报: 近年来，墨西哥的暴力事件大幅增加 (贩毒、绑架等)。非暴力项目基金会是一个非营利非政府组织，通过教育打击暴力。它希望以大规模和非传统的方式传达他们的非暴力信息，同时试图增加他们社交网络上的追随者数量。 促进发展: 为了做到这一点，我们建造了一辆公共汽车，一半被描绘成监狱公共汽车，一半被描绘成校车，上面写着: “教育开始时暴力就结束了”。在孩子和囚犯 (演员) 的帮助下，我们开车绕着墨西哥城转，引发人们的反应，并邀请他们发推特。 结果: 我们产生了成千上万的反应 (惊喜、快乐和恐惧); 我们通过 451,488 次转发成为热门话题，也得到了主要意见领袖的转发，如尼古拉斯 · 马杜罗 (委内瑞拉总统)。 与产品/服务的相关性: 在一个汽车数量接近 10.000.000 辆的城市，看到一辆半黄色、半灰色的校车挤满了学童和囚犯是不正常的。考虑到我们的主要主题是教育和暴力，仅仅通过使用这些元素，我们就可以综合信息，并在这两种行为并置的基础上产生明确的行动。
NON-VIOLENCE 公共汽车
案例简介：Description of Ambient execution: School bus. Describe the brief from the client: In recent years violence in México has increased considerably (Drug trafficking, kidnapping, etc.). The Non-Violence Project Foundation is a non-profit NGO that fights violence trough education. It wanted to communicate their message of non-violence in a massive and non-traditional way, trying at the same time to increase their number of followers on their social networks. Promotion Development: To achieve this, we built a bus that was painted half as a prison-bus, half as a school bus with the message: “Violence ends when education begins”. With the help of kids and prisoners (actors) we drove around Mexico City triggering people’s reactions and inviting them to tweet about it. Results: We generated thousands of reactions (surprise, joy and fear); we became trending topic with 451,488 retweets, and also got retweeted by key opinion leaders such as Nicolás Maduro (Venezuela’s president). Relevancy to Product/Service: In a city where there are close to 10.000.000 automobiles, it’s not normal to see a school bus that’s half yellow and half gray filled with school children and prisoners. Considering our main topics were education and violence, just by using these elements, we could synthesize the message and generate a clear action based on the juxtaposition of these two acts.
NON-VIOLENCE BUS
案例简介：环境执行的描述: 校车。 描述客户的简报: 近年来，墨西哥的暴力事件大幅增加 (贩毒、绑架等)。非暴力项目基金会是一个非营利非政府组织，通过教育打击暴力。它希望以大规模和非传统的方式传达他们的非暴力信息，同时试图增加他们社交网络上的追随者数量。 促进发展: 为了做到这一点，我们建造了一辆公共汽车，一半被描绘成监狱公共汽车，一半被描绘成校车，上面写着: “教育开始时暴力就结束了”。在孩子和囚犯 (演员) 的帮助下，我们开车绕着墨西哥城转，引发人们的反应，并邀请他们发推特。 结果: 我们产生了成千上万的反应 (惊喜、快乐和恐惧); 我们通过 451,488 次转发成为热门话题，也得到了主要意见领袖的转发，如尼古拉斯 · 马杜罗 (委内瑞拉总统)。 与产品/服务的相关性: 在一个汽车数量接近 10.000.000 辆的城市，看到一辆半黄色、半灰色的校车挤满了学童和囚犯是不正常的。考虑到我们的主要主题是教育和暴力，仅仅通过使用这些元素，我们就可以综合信息，并在这两种行为并置的基础上产生明确的行动。
NON-VIOLENCE BUS
案例简介：Description of Ambient execution: School bus. Describe the brief from the client: In recent years violence in México has increased considerably (Drug trafficking, kidnapping, etc.). The Non-Violence Project Foundation is a non-profit NGO that fights violence trough education. It wanted to communicate their message of non-violence in a massive and non-traditional way, trying at the same time to increase their number of followers on their social networks. Promotion Development: To achieve this, we built a bus that was painted half as a prison-bus, half as a school bus with the message: “Violence ends when education begins”. With the help of kids and prisoners (actors) we drove around Mexico City triggering people’s reactions and inviting them to tweet about it. Results: We generated thousands of reactions (surprise, joy and fear); we became trending topic with 451,488 retweets, and also got retweeted by key opinion leaders such as Nicolás Maduro (Venezuela’s president). Relevancy to Product/Service: In a city where there are close to 10.000.000 automobiles, it’s not normal to see a school bus that’s half yellow and half gray filled with school children and prisoners. Considering our main topics were education and violence, just by using these elements, we could synthesize the message and generate a clear action based on the juxtaposition of these two acts.
NON-VIOLENCE 公共汽车
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NON-VIOLENCE BUS
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