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对偏见的爱
案例简介：大纲 对P & G来说，这是一段漫长的旅程，加入了其他引起人们对性别偏见关注的活动，比如爱丽儿的分担负担，总是像个女孩，SK-II的婚姻市场接管和P & G的 “我们看到平等”，以及强调种族偏见对话的运动，如谈话和性取向，就像维克斯的关怀和秘密的女厕所一样。作为世界上最大的广告客户，我们有一个独特的机会通过我们的广告获得数十亿美元的积极信息。我们可以用我们的声音成为一股向善的力量，照亮限制人类潜力的偏见。我们希望促进一个开放的讨论，影响态度，并理想地改变行为。 策略 “谢谢你，妈妈” 是一场长期运动的一部分，这场运动给了P & G一个深刻的情感平台来推动全球积极的变革。作为世界上最大的广告客户 -- 总的来说，其品牌每天触及50亿人的生活 -- 我们很早就挑战奥林匹克工作，以服务于更高的目标。奥运会期间，各行各业的人在一个共同的事业下走到一起。无论世界有多分裂，或者我们之间的差异看起来有多不可逾越，整个地球都会拥抱我们分享的东西，而不是那些分裂我们的东西。考虑到我们生活的时代和我们世界当前的挑战，我们觉得传统的 “妈妈做所有的事” 信息会有点失聪。我们想利用这个平台来激发全球对话。 结果 反应非常积极，世界各地的妈妈们都发布了他们的个人证词，证明了他们有偏见的经历，以及像艾伦·德杰尼勒斯和泰勒 · 奥克利这样真正有影响力的人认证了这场运动。我们还与积极参与偏见对话的相关mezzo和微影响者共同创建内容，以继续分享和扩大我们的资产。在社会上，我们在100天内主导了所有其他顶级奥运会赞助商的对话，并在整个奥运会期间保持强大和受欢迎，导致全球3亿的视频观看和超过50亿的媒体印象。 执行 通过这项工作，我们开始展示偏见对人们生活的影响，无论是种族、性别、宗教、残疾、性取向还是阶级，以及母亲的爱如何克服。每当需要增加一个合作者时，我们就越来越有意建立一个团队，其中包括女性、有色人种、来自不同文化背景的人以及男女同性恋、双性恋和变性者群体的成员。该活动在开幕式前100天推出了一部: 93国歌电影，当时奥林匹克对话开始于媒体和消费者。在奥运会之前和期间，我们继续通过付费、挣得的内容生成/分发，将我们的故事变成现实，并且拥有讲述面临偏见的真实奥运选手更深层次故事的频道。在平昌的地面上，我们举行了一个小组会议，奥运会选手在会上谈论性别偏见。 活动描述 我们以一种简单而普遍相关的观点找到了这份简报的答案: 无意识偏见是一种威胁全球人类潜力的力量，我们的母亲是我们的第一批倡导者 -- 最初的活动家。无论大小，只要有机会，他们都会为我们而战，鼓励我们，并预示着我们的潜力。在我们的分歧威胁要分裂我们的时候，妈妈的爱向我们展示了无论发生什么，互相支持，互相支持意味着什么。通过这项工作，我们开始展示偏见对人们生活的影响，无论是种族、性别、宗教、残疾、性取向还是阶级，当偏见抬起丑陋的头时，母爱是如何克服的。想象一下，如果我们都通过母亲的眼睛看到对方，世界会是什么样子。 项目简介 临近2018冬季奥运会，世界受到社会动荡的困扰。从华盛顿哥伦比亚特区有史以来最大的妇女游行到全球各地的起义，世界各地的人们都在表达对生活在机会和平等的边缘的不满。奥运会期间，来自世界各地和各行各业的人们在一个共同的事业下走到一起。无论世界有多分裂，我们之间的差异看起来有多不可逾越，整个地球聚集在一起拥抱我们分享的东西，而不是那些分裂我们的东西。我们想利用这一时刻和奥林匹克舞台，通过妈妈们的镜头激发全球对话。
对偏见的爱
案例简介：Synopsis This has been a longstanding journey for P&G, joining other campaigns that bring attention to gender bias, such as Ariel’s Share the Load, Always’s Like a Girl, SK-II’s Marriage Market Takeover, and P&G’s We See Equal, and campaigns highlighting conversations about racial bias, as in The Talk, and sexual orientation, as in Vicks’s Touch of Care and Secret’s Ladies’ Room. As the world’s largest advertiser, we have a unique opportunity to reach billions with a positive message through our advertising. We can use our voice to be a force for good and shine a light on the bias that limits human potential. We hope to promote an open discussion, influence attitudes, and ideally change behavior. Strategy “Thank you, Mom” is part of a long-running campaign that has given P&G a deeply emotional platform to drive global positive change. As the world’s largest advertiser—whose brands, in aggregate, touch the lives of five billion people every day—early on, we challenged the Olympic work to serve a higher purpose. During the Olympic Games, people from all walks of life come together under a common cause. A moment when, no matter how divided the world may be or how insurmountable the differences between us may seem, the whole planet convenes to embrace the things that we share instead of those that divide us. We felt that the traditional “moms do it all” message would have been somewhat tone deaf considering the times we live in and the current challenges of our world. We wanted to use this platform to inspire a global conversation. Outcome The response was overwhelmingly positive, with moms worldwide posting their personal testimonies of experiences with bias and authentic influencers like Ellen DeGeneres and Tyler Oakley credentialing the campaign. We also co-created content with relevant mezzo and micro influencers who are active in bias conversation to continue sharing and amplifying our assets. Socially, we dominated the conversation over all other top Olympic sponsors at 100 days and remained big and popular through the Games, resulting in 300 million video views and more than five billion earned media impressions globally. Execution Through the work, we set out to show the impact of bias on people's lives, whether race, gender, religious, disability, sexual orientation, or class, and how a mother’s love can overcome. Every time there was a need to add a collaborator, we became increasingly intentional in building a team that included women, people of color, people from different cultural backgrounds, and members of the LGBTQ community. The campaign launched 100 days before the Opening Ceremony with a :93 anthem film, when the Olympic conversation began with media and consumers. We continued to bring our story to life at highly relevant moments leading up to and during the Olympic Games via content generated/distributed across paid, earned, and owned channels that told deeper stories of real Olympians who faced bias. On the ground in Pyeongchang we held a panel where Olympians spoke on gender bias. CampaignDescription We found the answer to this brief in a simple yet universally relevant sentiment: unconscious bias is a force that threatens human potential globally, and our moms are our first advocates—the original activists. In big and small ways, they fight for us, encourage us, and herald our potential whenever they get a chance. In a time when our differences threaten to divide us, a mom’s love shows us what it means to stand by each other, hold each other up, and champion one another no matter what. Through the work, we set out to show the impact of bias on people's lives, whether it’s race, gender, religious, disability, sexual orientation, or class, and how when bias rears its ugly head, a mother’s love can overcome. Just imagine what the world would be if we all saw each other through a mother’s eyes. BriefWithProjectedOutcomes Approaching the 2018 Olympic Winter Games, the world had been rattled by societal unrest. From the largest women’s march ever in Washington, D.C., to uprisings all over the globe, people everywhere were expressing their discontent with living on the sidelines of opportunity and equality. During the Olympic Games, people from all over the world and from all walks of life come together under a common cause. A moment when, no matter how divided the world may be or how insurmountable the differences between us may seem, the whole planet comes together to embrace the things that we share instead of those that divide us. We wanted to use this moment and the Olympic stage to inspire a global conversation through the lens of moms.
Love Over Bias
案例简介：大纲 对P & G来说，这是一段漫长的旅程，加入了其他引起人们对性别偏见关注的活动，比如爱丽儿的分担负担，总是像个女孩，SK-II的婚姻市场接管和P & G的 “我们看到平等”，以及强调种族偏见对话的运动，如谈话和性取向，就像维克斯的关怀和秘密的女厕所一样。作为世界上最大的广告客户，我们有一个独特的机会通过我们的广告获得数十亿美元的积极信息。我们可以用我们的声音成为一股向善的力量，照亮限制人类潜力的偏见。我们希望促进一个开放的讨论，影响态度，并理想地改变行为。 策略 “谢谢你，妈妈” 是一场长期运动的一部分，这场运动给了P & G一个深刻的情感平台来推动全球积极的变革。作为世界上最大的广告客户 -- 总的来说，其品牌每天触及50亿人的生活 -- 我们很早就挑战奥林匹克工作，以服务于更高的目标。奥运会期间，各行各业的人在一个共同的事业下走到一起。无论世界有多分裂，或者我们之间的差异看起来有多不可逾越，整个地球都会拥抱我们分享的东西，而不是那些分裂我们的东西。考虑到我们生活的时代和我们世界当前的挑战，我们觉得传统的 “妈妈做所有的事” 信息会有点失聪。我们想利用这个平台来激发全球对话。 结果 反应非常积极，世界各地的妈妈们都发布了他们的个人证词，证明了他们有偏见的经历，以及像艾伦·德杰尼勒斯和泰勒 · 奥克利这样真正有影响力的人认证了这场运动。我们还与积极参与偏见对话的相关mezzo和微影响者共同创建内容，以继续分享和扩大我们的资产。在社会上，我们在100天内主导了所有其他顶级奥运会赞助商的对话，并在整个奥运会期间保持强大和受欢迎，导致全球3亿的视频观看和超过50亿的媒体印象。 执行 通过这项工作，我们开始展示偏见对人们生活的影响，无论是种族、性别、宗教、残疾、性取向还是阶级，以及母亲的爱如何克服。每当需要增加一个合作者时，我们就越来越有意建立一个团队，其中包括女性、有色人种、来自不同文化背景的人以及男女同性恋、双性恋和变性者群体的成员。该活动在开幕式前100天推出了一部: 93国歌电影，当时奥林匹克对话开始于媒体和消费者。在奥运会之前和期间，我们继续通过付费、挣得的内容生成/分发，将我们的故事变成现实，并且拥有讲述面临偏见的真实奥运选手更深层次故事的频道。在平昌的地面上，我们举行了一个小组会议，奥运会选手在会上谈论性别偏见。 活动描述 我们以一种简单而普遍相关的观点找到了这份简报的答案: 无意识偏见是一种威胁全球人类潜力的力量，我们的母亲是我们的第一批倡导者 -- 最初的活动家。无论大小，只要有机会，他们都会为我们而战，鼓励我们，并预示着我们的潜力。在我们的分歧威胁要分裂我们的时候，妈妈的爱向我们展示了无论发生什么，互相支持，互相支持意味着什么。通过这项工作，我们开始展示偏见对人们生活的影响，无论是种族、性别、宗教、残疾、性取向还是阶级，当偏见抬起丑陋的头时，母爱是如何克服的。想象一下，如果我们都通过母亲的眼睛看到对方，世界会是什么样子。 项目简介 临近2018冬季奥运会，世界受到社会动荡的困扰。从华盛顿哥伦比亚特区有史以来最大的妇女游行到全球各地的起义，世界各地的人们都在表达对生活在机会和平等的边缘的不满。奥运会期间，来自世界各地和各行各业的人们在一个共同的事业下走到一起。无论世界有多分裂，我们之间的差异看起来有多不可逾越，整个地球聚集在一起拥抱我们分享的东西，而不是那些分裂我们的东西。我们想利用这一时刻和奥林匹克舞台，通过妈妈们的镜头激发全球对话。
Love Over Bias
案例简介：Synopsis This has been a longstanding journey for P&G, joining other campaigns that bring attention to gender bias, such as Ariel’s Share the Load, Always’s Like a Girl, SK-II’s Marriage Market Takeover, and P&G’s We See Equal, and campaigns highlighting conversations about racial bias, as in The Talk, and sexual orientation, as in Vicks’s Touch of Care and Secret’s Ladies’ Room. As the world’s largest advertiser, we have a unique opportunity to reach billions with a positive message through our advertising. We can use our voice to be a force for good and shine a light on the bias that limits human potential. We hope to promote an open discussion, influence attitudes, and ideally change behavior. Strategy “Thank you, Mom” is part of a long-running campaign that has given P&G a deeply emotional platform to drive global positive change. As the world’s largest advertiser—whose brands, in aggregate, touch the lives of five billion people every day—early on, we challenged the Olympic work to serve a higher purpose. During the Olympic Games, people from all walks of life come together under a common cause. A moment when, no matter how divided the world may be or how insurmountable the differences between us may seem, the whole planet convenes to embrace the things that we share instead of those that divide us. We felt that the traditional “moms do it all” message would have been somewhat tone deaf considering the times we live in and the current challenges of our world. We wanted to use this platform to inspire a global conversation. Outcome The response was overwhelmingly positive, with moms worldwide posting their personal testimonies of experiences with bias and authentic influencers like Ellen DeGeneres and Tyler Oakley credentialing the campaign. We also co-created content with relevant mezzo and micro influencers who are active in bias conversation to continue sharing and amplifying our assets. Socially, we dominated the conversation over all other top Olympic sponsors at 100 days and remained big and popular through the Games, resulting in 300 million video views and more than five billion earned media impressions globally. Execution Through the work, we set out to show the impact of bias on people's lives, whether race, gender, religious, disability, sexual orientation, or class, and how a mother’s love can overcome. Every time there was a need to add a collaborator, we became increasingly intentional in building a team that included women, people of color, people from different cultural backgrounds, and members of the LGBTQ community. The campaign launched 100 days before the Opening Ceremony with a :93 anthem film, when the Olympic conversation began with media and consumers. We continued to bring our story to life at highly relevant moments leading up to and during the Olympic Games via content generated/distributed across paid, earned, and owned channels that told deeper stories of real Olympians who faced bias. On the ground in Pyeongchang we held a panel where Olympians spoke on gender bias. CampaignDescription We found the answer to this brief in a simple yet universally relevant sentiment: unconscious bias is a force that threatens human potential globally, and our moms are our first advocates—the original activists. In big and small ways, they fight for us, encourage us, and herald our potential whenever they get a chance. In a time when our differences threaten to divide us, a mom’s love shows us what it means to stand by each other, hold each other up, and champion one another no matter what. Through the work, we set out to show the impact of bias on people's lives, whether it’s race, gender, religious, disability, sexual orientation, or class, and how when bias rears its ugly head, a mother’s love can overcome. Just imagine what the world would be if we all saw each other through a mother’s eyes. BriefWithProjectedOutcomes Approaching the 2018 Olympic Winter Games, the world had been rattled by societal unrest. From the largest women’s march ever in Washington, D.C., to uprisings all over the globe, people everywhere were expressing their discontent with living on the sidelines of opportunity and equality. During the Olympic Games, people from all over the world and from all walks of life come together under a common cause. A moment when, no matter how divided the world may be or how insurmountable the differences between us may seem, the whole planet comes together to embrace the things that we share instead of those that divide us. We wanted to use this moment and the Olympic stage to inspire a global conversation through the lens of moms.
对偏见的爱
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Love Over Bias
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