#StillSpeakingUp|海报/平面|广告营销案例【ADGuider广告指南】

# StillSpeakingUp

案例简介：背景在墨西哥多年腐败的政府容忍有组织犯罪造成的暴力之后，谋杀成为常态。l.在这种情况下，在过去的12年中，至少有104名记者因工作而被杀。所有这些罪行都将墨西哥的各个州变成了沉默区，在那里犯罪组织和腐败的政府牢房似乎占据了上风。 Propuesta c í vica是一个非营利组织，为被谋杀的记者的家人提供法律支持，为他们的罪行伸张正义; 这对他们来说同样重要，就像让记者的工作成为遗产一样重要。简介在世界新闻自由日之前，争取新闻自由和墨西哥获得透明和可靠信息的权利。目标通过与知名人士互动，提高人们对Propuesta c í vica，墨西哥的新闻自由状况以及murders统计数据背后的面孔的认识。描述创意 (投票30%) 如果一些被谋杀的记者回来说出自己杀人背后的真相，为死去的影响者的第一次社会激活赋予生命，该怎么办？经过2年的研究，在墨西哥4名被谋杀记者的家人和同事的帮助和支持下，我们通过一夜之间将他们的声音恢复生活，重新激活他们的Twitter帐户，实现了不可能的事情。哈维尔·瓦尔迪兹 (锡那罗亚州)，米罗斯拉瓦 (奇瓦瓦州)，莫伊斯·桑切斯 (韦拉克鲁斯州) 和何塞·阿曼多·罗德里格斯·卡雷翁 (奇瓦瓦州) 被选为备受瞩目的案件，因为他们进行的调查的深度以及他们工作的媒体的相关性。谋杀多年后，他们中的四个人在世界新闻自由日的背景下以 # seguimoshabando (# StillSpeakingUp) 的标签说出了自己的真相，以提供未发布的调查，导致他们犯罪的情况，嫌疑人和同伙。描述策略 (投票20%) 基于两年跟踪搜索和社交媒体对话的研究显示，人们对 “被谋杀的记者” 、 “言论自由” 、 “新闻自由” (墨西哥互联网用户中不到3% 人) 的兴趣大幅下降。主要: “记者-积极分子和名人-积极分子” 次要: 新闻: 热门新闻控股。人权组织。数据证明，高知名度的记者和名人在宣传新闻自由话题时会使用Twitter从事激进主义者的工作。没有其他社交平台能让我们如此无缝地让记者起死回生。方法迅速吸引人们的兴趣至关重要。同时启动了四个twitter帐户，提供了有关其杀人背景的重要信息，以及使其成为有组织犯罪和政府目标的工作; 匹配了他们自己对此事的兴趣，并成为有关世界新闻自由日的个人对话起点，在一个单一的标签 # seguimoshabando (# StillSpeakingUp) 下。描述执行 (投票20%) 1.帐户重新激活并开始关注我们的目标受众，因此他们跟随了。 2.预告阶段: 视频内容，以提高对4名被谋杀记者的认识。 3.# StillSpeakingUp下的推文线程 4.Propuesta c í vica，RT和提及增加互动的关键参与者。 5.Twitter # BlueRoom，直播备受瞩目的记者采访被杀害的记者的近亲，证明了这一行动的真实性。 • 规模一切都是为了与 “记者-活动家 & 名人-活动家 ”，知道他们的参与将为Propuesta c í vica的工作提供可见性，社区将迅速加入他们的行列。列出结果 (投票30%) 关于2019年4月29日的国家趋势话题。 45位知名记者参与了至少2次互动。 + 关于暴力反对媒体的4337% 对话 (甚至在世界新闻自由日开始之前)。在关于这个话题的相关搜索中对抗被证明的冷漠。 98% 积极的对话，尽管有使用死影响者的风险。主要国内和国际媒体报道，有300多个媒体印象和XXXX TV TRP的 + @ Propuestacivica + 30% 新的有机高质量追随者 (国家和国际媒体控股，顶级记者，顶级名人和活动家，人权机构，外国大使馆)，导致对其盟友数据库的 + 25%。

# StillSpeakingUp

案例简介：Background After years of corrupt governments tolerating violence from organized crime in Mexico, murders became the normal.l. In this context, at least 104 journalists were killed due to their work, in the last 12 years. All these crimes have turned various states of Mexico into silence zones, where criminal organizations and corrupt government cells, seem to have the upper hand. Propuesta Cívica, is a non-profit organization that provides legal support to the families of murdered journalists, on the pursuit of justice for their crimes; which is as important for them, as giving visibility to journalist’s work as a legacy. Brief To make a stand for press freedom and the Mexican's right to access to transparent and reliable information, towards the World Press Freedom Day. Objectives To raise awareness of Propuesta Cívica, the state of press freedom in Mexico, and the faces behind the murders' stats, by engaging with high profile influencers. Describe the creative idea (30% of vote) What if some murdered journalists come back to speak the truth behind their own killings, giving life to the first ever social activation with dead influencers? After 2 years of research, with the help and support of the families and colleagues of 4 murdered journalists in Mexico, we achieved the impossible by putting their voices back to life, reactivating their Twitter accounts, overnight. Javier Valdez (Sinaloa State), Miroslava Breach (Chihuahua State), Moisés Sánchez (Veracruz State) and José Armando Rodríguez Carreón (Chihuahua State) were chosen for being high profile cases, because of the depth of the investigations they did, and the relevance of the media they worked for. Years after their murders, the 4 of them spoke their truth under the hashtag #SeguimosHablando (#StillSpeakingUp), in the context of the World Press Freedom Day, to provide unreleased investigations, the circumstances that led to their crimes, suspects and accomplices. Describe the strategy (20% of vote) Research based on two-year tracked searches and social media conversations showed a huge drop of interest on: “murdered Journalists”, “freedom of expression”, “free press” (Less than 3% amongst Mexican internet users). Primary: “journalists-activists & celebrities-activists” Secondary: Press: Top news holdings. Human rights organizations. Data proved high profiled journalists & celebrities use Twitter to the activist work they do when giving visibility to press freedom topics. No other social platforms would allow us to bring journalists back to life so seamlessly. Approach It was critical to attract the interest very quickly. Having the four twitter accounts launched at the very same time, providing important information about the context of their killings alongside with the work that made them targets for the organized crime and government; matched their own interest on the matter and serve as a personal conversation starter regarding World Press Freedom Day, uunder one single hashtag #SeguimosHablando (#StillSpeakingUp). Describe the execution (20% of vote) 1.Accounts reactivated and started to follow our targeted audiences so they followed back. 2.Teaser stage: video content to create awareness of 4 murdered journalists. 3. Tweet threads under #StillSpeakingUp. 4.Propuesta Cívica, RT and mentioning key players to increase interactions. 5.Twitter #BlueRoom, livestreaming high profile journalists interviewing killed journalists’ closest relatives, proving the authenticity of the action. • Scale Everything was orchestrated to engage with “Journalists-activists & celebrities-activists”, knowing that their engagement would give the visibility Propuesta Cívica's work needed, and the community would quickly join them. List the results (30% of vote) National Trending Topic on April 29th 2019. 45 High Profile Journalists involved with at least 2 interactions. +4337% conversations on violence against press (even before World Press Day Freedom started). Fighting proven apathy on related search about this topics. 98% possitive conversation, despite the risk of using dead influencers. Main national and international media coverage, with more than 300 media impressions and XXXX TV TRP's + @Propuestacivica +30% new organic high quality followers (National and international Media holdings, Top journalists, Top Celebs&activists, Human rights institutions, foreign embassies), resulted in a +25% on their allies data base.