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知道你的位置
案例简介：来自 J · 沃尔特 · 汤普森 · 伦敦的新女孩指导运动将一个贬低的短语变成了一个授权的行动呼吁 伦敦，11月15日，2017: J. 沃尔特 · 汤普森伦敦的《女孩指导》将曾经有辱人格的短语 “了解你的位置” 变成了一个赋权的信息，目的是激励更多的志愿者注册并帮助慈善机构为下一代年轻女性赋权。 目前，英国有超过 70,000 名女孩和年轻女性无法参加 Girlguiding 提供的各种活动，因为她们在等待更多的志愿者报名。 该运动旨在招募更多的志愿者来帮助满足压倒性的需求。 竞选，J. 沃尔特 · 汤普森 · 伦敦与 girlguide 的第一部作品，包括一部英雄在线电影、海报、一个专门的竞选登陆页面和网站更新、推特和 Facebook 上的视频广告，这是一个媒体伙伴关系, 以及现有志愿者的参与计划。 您可以在此处查看在线视频，并在此处访问新的活动登录页面。 这部电影开始于年轻女性面部的引人注目的特写镜头，VO “我知道我的位置” 听起来像是一种贬损的声明。然而，随着电影的展开，它揭示了所有的女性都在参加女孩指导活动，从划桨登机到科学实验，所有这些都是为了赋予年轻女性权力。 有针对性的 Facebook 视频和推特广告将旨在推动网站的流量和更多的志愿者注册。重新定位的广告将分发给与最初帖子互动的用户，以获得额外的注册推动。 社交活动将与媒体伙伴关系一起工作，该伙伴关系将继续吸引目标受众了解女孩指导如何以及为什么如此重要。 社交广告与现有的志愿者参与计划同时进行。Girlguiding 鼓励志愿者通过海报、传单和当地媒体在社区内宣传这项运动。志愿者也出现在活动电影和摄影中，并通过社交媒体、杂志和电子邮件定期获得活动更新和幕后材料。 卢卡斯 · 皮恩，J. 沃尔特 · 汤普森 · 伦敦说: “剥夺某些东西的权利并让它 '成为' 的想法, 就这些急需的志愿者将对这些女孩的生活产生的影响以及她们可以成为的变革力量发表了一份非常有力的声明。” 副首席导游萨利 · 伊尔斯利说: “这场运动的精神是改变一个老式的想法，即一个女人应该知道她的头的位置，并收回它，以表明一个女人的位置是她想要的任何地方是。如果你是一个想帮助激励和授权一代女孩和年轻女性在世界上找到自己的位置的人，那么与女孩指导一起志愿服务就是这样做的机会。"
知道你的位置
案例简介：New Girlguiding campaign from J. Walter Thompson London turns a demeaning phrase into an empowering call to action London, 15th November, 2017: The new campaign by J. Walter Thompson London for Girlguiding has flipped the once demeaning phrase ‘Know Your Place’ to become an empowering message with the aim of inspiring more volunteers to sign up and help the charity empower the next generation of young women. Currently, there are over 70,000 girls and young women across the UK unable to access the huge range of activities that Girlguiding offers, as they wait for more volunteers to sign up. The campaign aims to recruit more volunteers to help meet the overwhelming demand. The campaign, J. Walter Thompson London’s first work with Girlguiding, includes a hero online film, posters, a dedicated campaign landing page and website updates, video ads across Twitter and Facebook, a media partnership, and an engagement programme for existing volunteers. You can view the online video here and visit the new campaign landing page here. The film begins with arresting, close-up shots of young women’s faces with the VO “I Know My Place” intended to sound like a derogatory statement. However, as the film unfolds it reveals that all the women are taking part in Girlguiding activities, from paddle boarding to science experiments, all designed to empower young women. The targeted Facebook video and Twitter ads will aim to drive traffic to the website and more volunteer sign-ups. Retargeted ads will be distributed to users that have interacted with the initial posts for an extra push to sign-up. The social activity will work alongside a media partnership with The Pool that will continue to engage the target audience on how and why Girlguiding is so important. The social ads run concurrently to an existing volunteer engagement programme. Girlguiding are encouraging volunteers to promote the campaign within their communities via posters, leaflets and local press. Volunteers are also featured in the campaign film and photography, and have been given regular campaign updates and behind the scenes materials through social media, magazines, and emails. Lucas Peon, Executive Creative Director at J. Walter Thompson London, said: “The idea of taking something disempowering and making it ‘empowering’, makes a really strong statement about the affect these sorely needed volunteers will have on these girls’ lives and the force of change they can become.” Sally Illsley, Deputy Chief Guide, said: “The spirit of the campaign is to turn the old fashioned idea that a woman should know her place on its head and reclaim it to make clear that a woman’s place is wherever she wants it to be. If you’re someone who would like to help inspire and empower a generation of girls and young women to find their place in the world then volunteering with Girlguiding is the chance to do just that.”
Know Your Place
案例简介：来自 J · 沃尔特 · 汤普森 · 伦敦的新女孩指导运动将一个贬低的短语变成了一个授权的行动呼吁 伦敦，11月15日，2017: J. 沃尔特 · 汤普森伦敦的《女孩指导》将曾经有辱人格的短语 “了解你的位置” 变成了一个赋权的信息，目的是激励更多的志愿者注册并帮助慈善机构为下一代年轻女性赋权。 目前，英国有超过 70,000 名女孩和年轻女性无法参加 Girlguiding 提供的各种活动，因为她们在等待更多的志愿者报名。 该运动旨在招募更多的志愿者来帮助满足压倒性的需求。 竞选，J. 沃尔特 · 汤普森 · 伦敦与 girlguide 的第一部作品，包括一部英雄在线电影、海报、一个专门的竞选登陆页面和网站更新、推特和 Facebook 上的视频广告，这是一个媒体伙伴关系, 以及现有志愿者的参与计划。 您可以在此处查看在线视频，并在此处访问新的活动登录页面。 这部电影开始于年轻女性面部的引人注目的特写镜头，VO “我知道我的位置” 听起来像是一种贬损的声明。然而，随着电影的展开，它揭示了所有的女性都在参加女孩指导活动，从划桨登机到科学实验，所有这些都是为了赋予年轻女性权力。 有针对性的 Facebook 视频和推特广告将旨在推动网站的流量和更多的志愿者注册。重新定位的广告将分发给与最初帖子互动的用户，以获得额外的注册推动。 社交活动将与媒体伙伴关系一起工作，该伙伴关系将继续吸引目标受众了解女孩指导如何以及为什么如此重要。 社交广告与现有的志愿者参与计划同时进行。Girlguiding 鼓励志愿者通过海报、传单和当地媒体在社区内宣传这项运动。志愿者也出现在活动电影和摄影中，并通过社交媒体、杂志和电子邮件定期获得活动更新和幕后材料。 卢卡斯 · 皮恩，J. 沃尔特 · 汤普森 · 伦敦说: “剥夺某些东西的权利并让它 '成为' 的想法, 就这些急需的志愿者将对这些女孩的生活产生的影响以及她们可以成为的变革力量发表了一份非常有力的声明。” 副首席导游萨利 · 伊尔斯利说: “这场运动的精神是改变一个老式的想法，即一个女人应该知道她的头的位置，并收回它，以表明一个女人的位置是她想要的任何地方是。如果你是一个想帮助激励和授权一代女孩和年轻女性在世界上找到自己的位置的人，那么与女孩指导一起志愿服务就是这样做的机会。"
Know Your Place
案例简介：New Girlguiding campaign from J. Walter Thompson London turns a demeaning phrase into an empowering call to action London, 15th November, 2017: The new campaign by J. Walter Thompson London for Girlguiding has flipped the once demeaning phrase ‘Know Your Place’ to become an empowering message with the aim of inspiring more volunteers to sign up and help the charity empower the next generation of young women. Currently, there are over 70,000 girls and young women across the UK unable to access the huge range of activities that Girlguiding offers, as they wait for more volunteers to sign up. The campaign aims to recruit more volunteers to help meet the overwhelming demand. The campaign, J. Walter Thompson London’s first work with Girlguiding, includes a hero online film, posters, a dedicated campaign landing page and website updates, video ads across Twitter and Facebook, a media partnership, and an engagement programme for existing volunteers. You can view the online video here and visit the new campaign landing page here. The film begins with arresting, close-up shots of young women’s faces with the VO “I Know My Place” intended to sound like a derogatory statement. However, as the film unfolds it reveals that all the women are taking part in Girlguiding activities, from paddle boarding to science experiments, all designed to empower young women. The targeted Facebook video and Twitter ads will aim to drive traffic to the website and more volunteer sign-ups. Retargeted ads will be distributed to users that have interacted with the initial posts for an extra push to sign-up. The social activity will work alongside a media partnership with The Pool that will continue to engage the target audience on how and why Girlguiding is so important. The social ads run concurrently to an existing volunteer engagement programme. Girlguiding are encouraging volunteers to promote the campaign within their communities via posters, leaflets and local press. Volunteers are also featured in the campaign film and photography, and have been given regular campaign updates and behind the scenes materials through social media, magazines, and emails. Lucas Peon, Executive Creative Director at J. Walter Thompson London, said: “The idea of taking something disempowering and making it ‘empowering’, makes a really strong statement about the affect these sorely needed volunteers will have on these girls’ lives and the force of change they can become.” Sally Illsley, Deputy Chief Guide, said: “The spirit of the campaign is to turn the old fashioned idea that a woman should know her place on its head and reclaim it to make clear that a woman’s place is wherever she wants it to be. If you’re someone who would like to help inspire and empower a generation of girls and young women to find their place in the world then volunteering with Girlguiding is the chance to do just that.”
知道你的位置
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Know Your Place
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Create a campaign to recruit an additional 1,000 volunteers to Girlguiding
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