Nature Represented|海报/平面|广告营销案例【ADGuider广告指南】

自然代表

案例简介：挑战的解释 (30% 的选票) 自然的宝石，消失厄瓜多尔是一个虽小但生物多样性的国家。它仅占世界陆地的 0.2%，拥有 8% 的哺乳动物种类和 16% 的鸟类。然而，商业开发正在迅速摧毁其自然遗产。新的希望破灭了。 2008，新宪法赋予了自然与人类在首要法律下的相同权利 -- 例如，如果废物被倾倒入河流，河流将拥有与人类相同的权利来保护自己。这是鼓舞人心的。但是事情没有按计划进行。没有答案的问题不幸的是，新宪法在很大程度上被忽视了，破坏仍在继续。不清楚该怎么做: 每个选项都是坏的。法律被蔑视，所以更多的立法不是答案。在执行现有法律方面更加积极主动是可能的，但代价极其昂贵。在一个平均每月收入约为 437 美元的国家，成本可能高达数千万美元。通信任务？ 2018，环境咨询公司桑比托找到我们，看我们是否可以用我们的综合专业知识做任何事情来阻止破坏。洞察力/突破性思维 (30% 的选票) 我们考虑了大众行动主义、示威游行、社交媒体运动。这些都是给政客施压的好方法，但是他们还能做什么呢？我们已经有了世界上最好的宪法! 我们改变了方向，以营销人员而不是积极分子的身份看待，分析 “漏斗”，找出变化影响最大的地方。我们有伟大的法律，但坏人不怕违反它们。我们看到问题就在下游 -- 通过将起诉的可能性转化为实际的起诉来赋予宪法 “牙齿”。我们的见解: 坏人不怕法律 -- 他们害怕律师，他们是 “法律的牙齿”，能够咬坏人。这意味着关键群体是律师，而不是政治家或公众。如果桑比托有足够的律师，肇事者可能会被起诉、惩罚和吓倒。但这将花费桑比托没有的数百万美元。竞选的突破性角色: “如果我们用沟通来说服律师免费做呢？”？这将重新定义环境行动主义。这是一个充满困难的大胆想法。它依靠成千上万的高薪律师牺牲收入，作为自然的无偿倡导者承担漫长的工作。然而另一种选择是坐在旁边看着厄瓜多尔死去。创意 (20% 的选票) # 自然呈现直接回应，B2B招聘活动: 视频，网站，公关，社交媒体; 直接针对律师，通过律师协会。我们请律师作为厄瓜多尔自然基金会的代表，为 “收养” 和保护特定的厄瓜多尔森林、河流、山脉和物种提供免费的时间。基于在测试活动中学习的 3 种激励见解: 1.厄瓜多尔律师形象问题。律师有时不得不为令人讨厌的角色辩护，这可能会导致愤世嫉俗的厄瓜多尔人认为他们是坏人。这项工作被视为国家及其自然遗产中无畏、无私的英雄， 2.律师的动机是 “拥有” 自然最喜欢的部分。我们为他们提供了 “采用” 特定自然元素来保护、利用或创造与地方、物种等的个人情感联系的机会。 3.律师渴望职业尊重。这项工作是在律师协会的支持和权威下进行的，这使得它对他们的职业身份很有价值。结果/结果 (20% 的选票) Sambito免费获得了价值超过 2.02亿美元的无偿法律服务。 · 招募了 5,536 名律师 -- 超过所有厄瓜多尔律师的 70%。每人至少无偿投入 200 小时。 • 国际reach-美国 36 名国际律师承诺工作时间。直接结果是，厄瓜多尔的 533 个物种、河流、山脉和森林现在有律师准备为他们的生存而战。 • 2 个关键的测试案例获胜-白尾鹿狩猎和集团案件对 200 公司污染萨拉多河口更广泛的影响: • 威慑: “我们的 [跨国] 客户将此视为威胁” Peres和Bustamente法律合作伙伴增加地方官员和公众的报道和行动，例如保护瓜亚基尔河。 • 新的环境保护模式: # naturerepresent在联合国共享; 更多国家/地区 (如哥伦比亚亚马逊) 的吸收 (* Est无偿价值: 58,000 美元) 陪审团的文化/上下文信息 (150 字) 其中一个关键的文化方面是律师对厄瓜多尔和新宪法的感受。他们觉得自己是一个小国的一部分 -- 通常无法抵抗大型跨国公司 (如采矿和石油)，它们的收入甚至可能使一个小国的国内生产总值相形见绌。因此，能够反击和prot电休克疗法是对武器的有力号召。新宪法是律师 (和国家) 相当自豪的事情-不仅是为了环境权，也是为了在长期不稳定、军事干涉等之后为自由法治提供坚实的基础。因此，被视为这方面的冠军是一个强大的动力。

自然代表

案例简介：The Interpretation of the Challenge (30% of vote ) A JEWEL OF NATURE, VANISHING Ecuador is a small but biodiverse nation. Just 0.2% of the world’s land, it has 8% of mammal species, and 16% of birds. However, commercial exploitation was rapidly destroying its natural heritage. NEW HOPES, DASHED. In 2008, a new constitution gave Nature the same rights as humans under primary law – e.g. if waste was dumped into a river, that river would have the same rights as a human to defend itself. It was inspirational. But things didn’t quite work out as planned. A PROBLEM WITH NO ANSWER Unfortunately, the new constitution was largely ignored, and the devastation continued. It was not clear what to do: every option was a bad one. Laws were being flouted, so more legislation wasn’t the answer. Being more proactive in enforcing existing laws was a possibility, but a ruinously expensive one. The cost could run into tens of millions of dollars, in a country where the average income is around $437 a month. A TASK FOR COMMUNICATIONS? In 2018, environmental consultancy Sambito approached us, to see whether with our combined expertise, we could do anything to stop the devastation. The Insight / Breakthrough Thinking (30% of vote ) We considered mass activism, demonstrations, social media campaigns. These are good ways to pressure politicians etc. But what more could they do? We already had the world’s best constitution! We changed direction, looking as marketers not activists, analysing the ‘funnel’ to find where change could impact most. We had great laws, but the bad guys weren’t afraid of breaking them. We saw the problem was downstream - giving the constitution ‘teeth’ by converting the possibility of prosecution into actual prosecutions. OUR INSIGHT: bad guys aren’t afraid of laws – they are afraid of lawyers, who are the “teeth of the laws”, able to bite the bad guys. Which meant the key group were lawyers, not politicians or public. If Sambito had enough lawyers, perpetrators could be prosecuted, punished and deterred. But that would cost millions of dollars Sambito didn’t have. BREAKTHROUGH ROLE OF CAMPAIGN: ‘What if we use communications to persuade lawyers to do it for free? This would redefine environmental activism. It was a bold idea, fraught with difficulties. It relied on thousands of well-paid lawyers sacrificing income, to take on lengthy work as unpaid advocates for nature. Yet the alternative was to sit by and watch Ecuador die. The Creative Idea (20% of vote ) #NatureRepresented Direct response, B2B recruitment campaign: video, website, with PR, social media; directly targeting lawyers, via the Bar Association. We asked lawyers to be Ecuadorian Nature’s Representatives, giving hours pro bono - to ‘adopt’ and protect specific Ecuadorian forests, rivers, mountains and species. Based on 3 motivating insights, learned in a test campaign: 1. Ecuador’s lawyers’ image problem. Lawyers sometimes have to defend unsavoury characters, which can lead to cynical Ecuadorians thinking of them as bad guys. The work allowed to be seen as fearless, selfless heroes of the nation and its natural heritage, 2. Lawyers motivated to ‘own’ favourite parts of nature. We offered them the chance to ‘adopt’ particular elements of nature to protect, leveraging or creating personal emotional connections to places, species etc. 3. Lawyers crave professional respect. The work ran with the support and authority of the Bar Association, making it valuable to their professional identity. The Outcome / Results (20% of vote) At no cost to Sambito, the campaign brought in pro-bono* legal services worth over $202 million. • recruited 5,536 lawyers - over 70% of all Ecuadorian lawyers. Each committed at least 200 hours pro bono. • International reach – 36 international lawyers based in the US committed hours. • As a direct result, 533 individual species, rivers, mountains and forests in Ecuador now have lawyers prepared to fight for their survival. • 2 key test cases won – white tailed deer hunting and group case against 200 companies polluting the Salado Estuary Broader effects: • Deterrence: “Our [multinational] clients see this as a threat” Peres and Bustamente law partner • Increased reporting and activism amongst local officials and members of the public, e.g. protection of Guayaquil river. • A new environmental protection model: #NatureRepresented shared at UN; uptake by further countries/ areas (e.g. Colombian Amazonia) (*Est pro-bono value: US$58,000) Cultural/Context Information for the Jury (150 words) A key cultural aspect of this was Lawyers' feelings about Ecuador and the new constitution. They feel part of a small country - generally unable to resist large multinational companies (e.g. mining and oil), whose revenues may dwarf even the GDP of a small country. Hence being able to fight back and protect is a powerful call to arms. The new constitution was a matter of considerable pride among lawyers (and nation) - not only for the environmental rights but for providing a sound basis of the rule of liberal law after a long period of instability, military interference etc. Thus being seen as a champion of this was a strong motivator.