Don't Get Sextorted, Send a Naked Mole Rat|海报/平面|广告营销案例【ADGuider广告指南】

别被六人勒索，送一只裸鼹鼠

案例简介：概要加拿大儿童保护中心进行的研究表明，2016年2015年的性勒索案件增加了89%。当用户-大多数是13岁的十几岁的男孩-被骗以妥协的图像回应来自在线掠夺者的 “来” 时，就会发生性勒索。在他们发送图片后，不知情的受访者受到在线 “Sextortionists” 的勒索。CCCP希望创建一个基础广泛的意识运动，将与难以捉摸的青少年市场联系起来，让年轻男孩意识到这种在线危险的存在和影响。战略防止性勒索的最好方法是简单地让潜在的受害者意识到这一点。但是让十几岁的男孩注意到并了解这个问题是一个很大的挑战。首先，青少年真的不想和成年人谈论性。所以我们必须提供一条进入的途径。其次，年轻男孩被有关在线安全的信息淹没。由于这些警告中的许多最终都采取了恐吓策略，因此青少年可能会对此类消息不敏感。为了实现我们所有的竞选目标并产生强大的影响，我们解决了一个非常严重的问题，并将其翻转了。我们用幽默和影射来吸引十几岁的男孩，并帮助打破围绕一个令人尴尬的话题的沟通障碍。相关性没有什么比一个挑衅性的模因更能增加公关的讲故事能力了，它抓住了观众的想象力，然后通过社交媒体爆发。我们的裸鼹鼠模因正是这样做的。世界各地的年轻男孩都以极大的幽默和兴奋分享了这个模因，并帮助向全球观众传播了对性勒索危险的认识。结果第1层: 该活动立即引起了共鸣，并引发了国际报道风暴。从《纽约客》到《大都会》，《Mashable》和《泰晤士报》。在78个国家/地区出现了700多个新闻报道，产生了18亿的全球印象。第2层: 实现了超越青少年不愿解决这个棘手问题的主要目标，因为有关性勒索的社交对话激增了649%。Tier 3: 在所有人口统计数据中，对该问题的整体认识也有所提高，因为加拿大一半以上的中学都将该工具包作为其性别教育计划的一部分。甚至来自澳大利亚和新西兰的儿童保护服务也在推特上发布了自己的裸袋熊和裸猕猴桃。执行青少年男孩生活在移动和消息平台上，并且大量参与模因文化，因此我们在广告系列中利用了这种行为。我们通过Sextortion视频开始了事情，并在app store上下载了可下载的模因，gif，贴纸和自定义键盘，以达到我们的目标。公关对于管理围绕这个问题的敏感性至关重要。我们从第三方儿童和执法专家那里获得了支持，他们与我们的客户一起提供了补充采访。计划在发布之日对加拿大a级印刷，在线和广播媒体进行数十次采访。这场运动立即引起了全世界的共鸣。从《纽约客》到《大都会》，从《纽约时报》到《纽约时报》，从警察部队到BuzzFeed和AJ等在线新闻来源，每个人都在谈论裸鼹鼠。甚至来自澳大利亚和新西兰的儿童保护服务也在推特上发布了自己的裸袋熊和裸猕猴桃。 CampaignDescription 我们的创意集中在一个简单的前提上: 如果我们能找到一些有趣的东西来谈论这个严肃的话题 -- 尤其是以一种能吸引青少年古怪的幽默感的方式 -- 那么我们就能引起他们的注意，从而让我们的信息被听到。因此，我们用一个引人入胜的在线视频来设置我们的故事，让人联想到一个老式的教育视频，并配有一个令人讨厌的成人主持人。在讨论了发送裸体图像的危险之后，视频主持人建议，相反，小男孩应该发送一张裸体鼹鼠的照片。标题是: “不要被sexorted。送一只裸鼹鼠。“。视频随后显示了这场运动的明星-一种鲜为人知的非洲啮齿动物，它是粉红色的，无毛的，大小为3到4英寸，是给男孩们咯咯笑着的东西并热切地在朋友之间分享的理想角色。

别被六人勒索，送一只裸鼹鼠

案例简介：Synopsis Research conducted by The Canadian Centre for Child Protection showed an 89% increase in Sextortion cases from 2015 to 2016. Sextortion occurs when users – mostly teenage boys as young as 13 – are duped into responding with compromising images to “come-ons” from online predators. After they send the images, unwitting respondents are subjected to blackmail by the online “Sextortionists.” The CCCP wanted to create a broad-based awareness campaign that would connect with the elusive teen market and make young boys aware of the existence – and the implications – of this online peril. Strategy The best way to prevent Sextortion is to simply make potential victims aware of it. But getting teenage boys to take notice and learn about the problem is a big challenge. Firstly, teens don’t really want to talk about sex with adults. So we had to provide a way in. Secondly, young boys are inundated with messages about online safety. And since many of these warnings end up resorting to scare tactics, teens can become desensitized to such messaging. To achieve all of our campaign goals and create a powerful impact, we took a very serious problem and flipped it on its head. We used humour and innuendo to appeal to teen boys and help break down the communication barriers around an embarrassing topic. Relevancy Nothing can add more to the storytelling power of PR than a provocative meme that captures the imagination of an audience and then explodes virally via social media. Our naked mole rat meme did precisely that. Young boys everywhere shared the meme with great humour and excitement and helped spread awareness of the perils of Sextortion to a global audience. Outcome Tier 1: The campaign immediately struck a chord and ignited an international firestorm of coverage. From The New Yorker to Cosmopolitan, Mashable and The Times. Over 700 news stories appeared in 78 countries, yielding 1.8 billion global impressions. Tier 2: The prime objective of getting beyond teens’ reluctance to address this touchy subject was achieved, given that social conversation about sextortion spiked 649%. Tier 3: Overall awareness of the issue also increased across all demographics as more than half of all secondary schools in Canada made the toolkit a part of their sex ed ?program. Even child protection services from Australia and New Zealand tweeted their own Naked Wombats and Naked Kiwis. Execution Teen boys live on mobile and messaging platforms and are heavily engaged in meme culture, so we leveraged this behaviour in our campaign. We kicked things off with the Sextortion-Ed video and followed up with downloadable memes, gifs, stickers and a custom keyboard on the app store to get to our target right where they are. PR was essential in managing sensitivities around the issue. We obtained buy-in from third-party child and law enforcement experts who provided supplemental interviews alongside our client. Dozens of interviews with A-list Canadian print, online and broadcast media were scheduled on launch day. The campaign immediately struck a chord worldwide. From The New Yorker to Cosmopolitan, Mashable to The Times, police forces to online news sources like BuzzFeed and AJ+, everyone was talking about the naked mole rat. Even child protection services from Australia and New Zealand tweeted their own Naked Wombats and Naked Kiwis. CampaignDescription Our creative idea focused on a simple premise: If we could find something funny to say about this serious topic – especially in a manner that would appeal to teenagers’ quirky sense of humour – then we could get their attention, and thus make our message heard. So we set up our story with an engaging online video that is reminiscent of an old-school educational video, complete with a geeky adult host. After discussing the dangers of sending naked images, the video host suggests that instead, young boys should send a picture of a naked mole rat. The headline reads: “Don’t Get Sextorted. Send A Naked Mole Rat.” The video then shows the star of the campaign – a little-known African rodent, which is pink, hairless, and three to four inches in size – the ideal character to give boys something to giggle about and to eagerly share among friends.