Sheboard – Raised by words|短视频|广告营销案例【ADGuider广告指南】

Sheboard-由文字引发

案例简介：概要国际计划是一个致力于女童权利的人道主义组织。她们因在发展中国家的工作而更加出名，但她们在全球范围内致力于对女孩的规范、态度和行为产生持久影响。我们需要让人们把计划视为一个全球性的现代组织，促进世界各地女孩的平等。研究表明，根据孩子的性别，我们和他们说话的方式不同。我们和男孩谈论他们的能力、技能和潜力，和女孩谈论他们的身体和感情。渐渐地，这开始影响他们如何看待自己。一项研究表明，到了六岁，女孩更有可能认为男孩是更聪明的性别; 许多女孩认为男人在与才华相关的领域会做得更好 -- 比如物理和数学。战略由于我们的目标是改变行为 -- 人们如何与女孩和女人交谈，我们需要人们重新思考自己的行为, 以及他们自己对语言的使用 -- 这就是为什么我们创造了每个人每天都在使用的东西: Sheboard。目标受众是我们所有人: 父母、兄弟姐妹、朋友、同事、儿子和女儿。我们想让人们看到国际计划不仅在发展中国家有效，而且在全球促进女孩平等。Sheboard 与任何国家、任何语言都相关 -- 它也引起了世界各地媒体的关注，从相当平等的媒体到忽视女孩权利的媒体。可以预见，Sheboard 也会引起负面情绪 -- 就像平等讨论经常做的那样。这就是为什么我们强烈关注科学方面; 性别偏见的语言及其影响是一个事实。相关性性别偏见的谈话是一个全球性的问题，国际计划是一个全球性的组织。然而，资金稀缺，行为改变难以实现。这就是为什么公关在让人们重新思考他们的行为方面发挥了至关重要的作用，也是接触全球和多样化观众的唯一途径。结果 Sheboard 在世界各地得到了媒体的关注，无论是在先进的、相对平等的国家，还是在那些女孩权利被忽视的国家; 从芬兰到土耳其，从澳大利亚到印度。社论的影响力超过 7.12亿。Sheboard 被英国国家出版社 (晚间标准) 、国际商业出版社 (商业内幕) 、顶级科技出版社 (下一个网站) 报道; 教育和性健康相关社区注意到; 并被潮流观察选为当今的创新。社交出版商 NowThis 制作了一个关于 Sheboard 的视频，仅此就获得了数百份股票和评论。许多记者测试了这个应用程序，并深入研究。“Sheboard 提出了一个有趣的问题: 如果我们把对年轻女孩的语言使用变成强调力量和能力的语言，它会改变她们对自己的看法吗？写了下一个网络。但我们让人们读到它是不够的。变化从我们自己开始 -- 我们需要让每个人反映他们自己的语言，并可能改变他们的说话方式。我们做到了; 很多人参加了讨论，讲述了他们自己关于 Sheboard 和中性语言的经历和想法。赞成和反对; 有些人喜欢它，有些人宣称它很危险。纽波特的一位父亲在推特上写道: “仅仅阅读 # sheboard 虚拟键盘就让我重新思考如何和我女儿说话 -- 即使她只有 3 个月大”。执行我们收集了儿童和竞选发言人的键盘文字: 女孩应该如何描述？基于这些单词和对性别偏见语言的研究，我们创建了一个超过 500 个单词的字典。通过从女性赋权的博客和出版物中创建算法，它得到了扩展。这款应用是在几个月内与三星一起创建的，并在 Google Play 中提供。我们在 Slush 推出了 Sheboard，这是世界领先的创业活动。在社交媒体上，我们用情感点宣传它，展示为什么需要它 -- 由一位崭露头角的女性人才指导。我们还利用发言人通过社交媒体和博客分享原因。所有这一切，我们都非常关注公关。现在 Sheboard 正在被翻译成西班牙语和芬兰语。此外，还规划了一揽子教育计划; 志愿者将在 Sheboard 的帮助下，在学校举办关于性别中立的讲习班。活动描述 Sheboard 是一个虚拟键盘，用于增强女孩的信心。通过预测文本输入，它表明性别中性语言。它帮助每个人反思 -- 并可能改变 -- 我们与女孩交谈的方式。Sheboard 还提醒女孩他们拥有的能力，人们并不总是想提及。我们手机上发生的交流数量不断增长。这就是为什么键盘是挖掘人们语言的理想场所。但是这个想法比这更大; 打字信息是每个人都可以理解的，只是听到键盘Oard 让人们思考当与女孩交谈或谈论女孩时他们是如何选择自己的话的。

Sheboard-由文字引发

案例简介：Synopsis Plan International is a humanitarian organisation that works for girls’ rights. They’ve been more known for their work in developing countries, but they work globally for lasting impact on norms, attitudes and behaviours towards girls. We needed to make people see Plan as a global, modern organisation that advances equality for girls everywhere. Research shows that we talk differently to children depending on their gender. We talk to boys about their abilities, skills and potential and to girls about their bodies and feelings. Little by little, this starts to influence how they see themselves. A study shows that by the age of six, girls are more likely to think that boys are the smarter gender; many girls believe that men will do better in fields associated with brilliance – such as physics and mathematics. Strategy As our goal is to change behavior – how people talk to and about girls and women, we’d needed people to rethink their own behavior, and their own use of language – that’s why we created something everyone is using everyday: Sheboard. The target audience are all of us: Parents, siblings, friends, colleagues, sons and daughters. We wanted to make people see that Plan International does not only work in developing countries, but also advances equality for girls globally. Sheboard is relevant in any country, any language – and it also gained media attention all over the world, from rather equal ones to those where girls’ rights are neglected. It was predictable Sheboard would raise also negative feelings – as equality discussions often do. That’s why we had a strong focus on the scientific side; the gender-biased language and its effects are a proven fact. Relevancy Gender-biased talk is a global problem – and Plan International is a global organization. Yet, money is scarce and behaviour change is difficult to achieve. That’s why PR played a vital role in making people re-think their behaviour, and the only way to reach a global and diverse audience. Outcome Sheboard got media attention all over the world, both in advanced, relatively equal countries and in those where girls’ rights are neglected; from Finland to Turkey, from Australia to India. The editorial reach was over 712 Million. Sheboard was covered e.g. by UK national press (Evening Standard), international business press (Business Insider), top tier tech press (the Next Web); noted by educational and sexual health related communities; and chosen as innovation of the day by Trendwatching. Social publisher NowThis created a video about Sheboard which alone got hundreds of shares and comments. Many of the journalists tested the app and dug deep into the research. “Sheboard raises an interesting question: if we change our use of language regarding young girls into one that emphasizes strength and capacity, will it change the way they think about themselves?” wrote the Next Web. But it’s not enough we made people read about it. The change starts from ourselves – we needed to make everyone reflect their own language and possibly change how they speak. And we did; a lot of people joined the discussion and told their own experiences and thoughts about Sheboard and gender-neutral language. For and against; some loved it, some declared it’s dangerous. A dad from Newport tweeted: “Just reading about #sheboard virtual keyboard has made me rethink how I talk to my daughter - even if she is just 3 months old”. Execution We collected words for the keyboard from children and campaign spokespeople: how should girls be described? Based on these words and research regarding gender-biased language, we created a dictionary of more than 2 500 words. It was widened by creating algorithms from female-empowering blogs and publications. The app was created together with Samsung – in a few months’ time – and made available in Google Play. We launched Sheboard in Slush, world’s leading startup event. On social media, we promoted it with emotional spots showing why it’s needed – directed by an up-and-coming female talent. We also used the spokespeople to share the cause via social media and blogs. All this, we did with a strong focus on PR. Now Sheboard is in the process of being translated e.g. to Spanish and Finnish. In addition, educational packages are planned; volunteers will keep workshops about gender-neutrality in schools,with help of Sheboard. CampaignDescription Sheboard is a virtual keyboard for boosting girls’ confidence. With predictive text input, it suggests gender-neutral language. It helps everyone reflect on – and possibly change – the ways we talk to and about girls. Sheboard also reminds girls about the abilities they have that people don’t always think to mention. The amount of communication that happens on our mobiles keeps growing. That’s why the keyboard is an ideal place for tapping into people’s language. But the idea is bigger than that; typing messages is something everyone can relate to, and just hearing about the keyboard makes people think how they choose their words when talking with or about girls.