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一条失踪的腿
案例简介：“我们创建了KiB (董事会中的女性) 运动，这是一个努力让女性在丹麦企业高层更具影响力的组织。到目前为止，KiB一直在努力创造所需的影响，主要是因为许多丹麦公司对让更多女性担任最高职位的好处的对话不感兴趣。因此，我们不得不提出一场额外的普通运动来打破沉默之墙，“萨奇和萨奇丹麦首席执行官安妮特·皮尔加德 (Annette Piilgaard) 说。 “我们知道我们必须想出一些令人发人深省的东西，同时非常容易解码。还有什么比给公司送一把全新的现代椅子做得更好呢？用一条失踪的腿来讲述不平衡的故事？萨奇和萨奇丹麦创意总监萨宾·赫斯金德 (Sabine Herskind) 解释说，从三脚椅子到需要更多女性担任领导职务和董事会的联系是一个非常明确和具体的象征，它产生了巨大的影响。 他说: “我们的策略是向那些因缺少腿而接受主席的公司施加压力 -- 如果他们邀请我们进行对话，我们会把这条腿带到会议上。”所以，我们决定用我们接触的公司的名字上市。这是挑衅，但非常有效，“安妮特·皮尔加德说。 该活动是在1月初发起的，瞬间创造了非常广泛和积极的反应。除了与领先公司举行会议外，它还在丹麦媒体上发表了一系列支持该运动的文章。此外，丹麦工业、商业和金融事务部也伸出援手，发起对话。 “我们不可能希望有更好的反应，能够达到我们的目标，感觉很棒。”在这一点上，十分之七的人邀请我们参加会议，我们对积极的反馈感到非常高兴。但最重要的是最终结果; 更多的女性在丹麦顶级公司担任领导职务。”KiB主席Gitte Maya Elsing说。
一条失踪的腿
案例简介：“We’ve created the campaign for KiB (Women On Boards) – an organization fighting to give women more influence at the top of Danish businesses. Up until now it has been a struggle for KiB to create the needed impact, mainly because a great deal of Danish companies have not been interested in a dialogue as to the benefits of having more women in top positions. So, we had to come up with an extra ordinary campaign to break the wall of silence”, says Annette Piilgaard, CEO of Saatchi & Saatchi Denmark. “We knew we had to come up with something mind provoking and at the same time very easy to decode. And what would do the job better than sending the companies a brand-new modern chair ... with a missing leg to tell the story about the imbalance? The link from the three-legged chair to the need for more women in leadership positions and boardrooms is a very clear and concrete symbol that creates great impact”, explains Sabine Herskind, Creative Director of Saatchi & Saatchi Denmark. “The strategy was to put pressure on the companies receiving the chair with the missing leg – a leg we would bring to a meeting if they invited us for dialogue. So, we decided to go public with the names of the companies we approached. It has been provoking, but highly effective”, says Annette Piilgaard. The campaign was launched in the beginning of January created instantly created a very broad and positive reaction. Besides securing meetings with leading companies, it has also generated a long range of articles in the Danish press supporting the campaign. In addition, the Danish Ministry of Industry, Business and Financial Affairs have also reached out to initiate a dialogue. “We could not have wished for a better reaction and it feels great to have generated the reach we were aiming for. At this point, 7 out of 10 have invited us to a meeting and we are extremely happy for the positive feedback. But what matters the most is the end result; more women in leading positions in Danish top companies”, says Gitte Maya Elsing, chairwoman of KiB.
A Missing Leg
案例简介：“我们创建了KiB (董事会中的女性) 运动，这是一个努力让女性在丹麦企业高层更具影响力的组织。到目前为止，KiB一直在努力创造所需的影响，主要是因为许多丹麦公司对让更多女性担任最高职位的好处的对话不感兴趣。因此，我们不得不提出一场额外的普通运动来打破沉默之墙，“萨奇和萨奇丹麦首席执行官安妮特·皮尔加德 (Annette Piilgaard) 说。 “我们知道我们必须想出一些令人发人深省的东西，同时非常容易解码。还有什么比给公司送一把全新的现代椅子做得更好呢？用一条失踪的腿来讲述不平衡的故事？萨奇和萨奇丹麦创意总监萨宾·赫斯金德 (Sabine Herskind) 解释说，从三脚椅子到需要更多女性担任领导职务和董事会的联系是一个非常明确和具体的象征，它产生了巨大的影响。 他说: “我们的策略是向那些因缺少腿而接受主席的公司施加压力 -- 如果他们邀请我们进行对话，我们会把这条腿带到会议上。”所以，我们决定用我们接触的公司的名字上市。这是挑衅，但非常有效，“安妮特·皮尔加德说。 该活动是在1月初发起的，瞬间创造了非常广泛和积极的反应。除了与领先公司举行会议外，它还在丹麦媒体上发表了一系列支持该运动的文章。此外，丹麦工业、商业和金融事务部也伸出援手，发起对话。 “我们不可能希望有更好的反应，能够达到我们的目标，感觉很棒。”在这一点上，十分之七的人邀请我们参加会议，我们对积极的反馈感到非常高兴。但最重要的是最终结果; 更多的女性在丹麦顶级公司担任领导职务。”KiB主席Gitte Maya Elsing说。
A Missing Leg
案例简介：“We’ve created the campaign for KiB (Women On Boards) – an organization fighting to give women more influence at the top of Danish businesses. Up until now it has been a struggle for KiB to create the needed impact, mainly because a great deal of Danish companies have not been interested in a dialogue as to the benefits of having more women in top positions. So, we had to come up with an extra ordinary campaign to break the wall of silence”, says Annette Piilgaard, CEO of Saatchi & Saatchi Denmark. “We knew we had to come up with something mind provoking and at the same time very easy to decode. And what would do the job better than sending the companies a brand-new modern chair ... with a missing leg to tell the story about the imbalance? The link from the three-legged chair to the need for more women in leadership positions and boardrooms is a very clear and concrete symbol that creates great impact”, explains Sabine Herskind, Creative Director of Saatchi & Saatchi Denmark. “The strategy was to put pressure on the companies receiving the chair with the missing leg – a leg we would bring to a meeting if they invited us for dialogue. So, we decided to go public with the names of the companies we approached. It has been provoking, but highly effective”, says Annette Piilgaard. The campaign was launched in the beginning of January created instantly created a very broad and positive reaction. Besides securing meetings with leading companies, it has also generated a long range of articles in the Danish press supporting the campaign. In addition, the Danish Ministry of Industry, Business and Financial Affairs have also reached out to initiate a dialogue. “We could not have wished for a better reaction and it feels great to have generated the reach we were aiming for. At this point, 7 out of 10 have invited us to a meeting and we are extremely happy for the positive feedback. But what matters the most is the end result; more women in leading positions in Danish top companies”, says Gitte Maya Elsing, chairwoman of KiB.
一条失踪的腿
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A Missing Leg
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