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燕麦山羊
案例简介：描述创意 新西兰是发达国家校园欺凌发生率第二高的国家。教育部需要阻止这一日益严重的问题。但是与过去试图让受害者更有弹性的运动不同，我们把注意力集中在旁观者身上; 因为注意力就像欺负者的氧气 -- 忽略他们，他们就失去了所有的力量。我们的互动故事 “燕麦山羊” 让孩子们看到这一点，并允许他们在燕麦的世界中做出错误的决定，这样他们就能学会在真实的世界中做出正确的决定。到目前为止，超过 85% 的所有 4-7 岁的孩子在新西兰经历和积极参与燕麦山羊。 描述执行 2018，新西兰的欺凌达到了创纪录的水平，94% 的教师在学校目睹了欺凌。教育部承认，告诉孩子们说 “停止它，我不喜欢它” 是行不通的，他们需要一种不同的方法。他们还想在孩子发展的最早阶段停止欺凌。 因此，在 2018 年 5 月的无欺凌周，我们推出了 “燕麦山羊”; 一个互动的睡前故事，呼吁 4 到 7 岁的孩子帮助角色 Oat 在山顶的冒险中遇到欺凌时正确和错误。在每一个十字路口的时刻，孩子们都必须帮助燕麦选择该做什么: 加入戏弄？什么都不做？如果孩子们选择了错误的反应，他们会知道这个决定的直接后果。然后故事会回到十字路口的时刻，直到孩子们做了正确的事情 -- 那就是忽略欺负者，向受害者示好。 音景在引导孩子做正确的事情方面发挥了至关重要的作用。因此，我们与新西兰交响乐团合作，为我们所有 11 分钟的故事创作了一个原创的 78 首管弦乐乐谱。个别音乐段落也被用来反映儿童决定的情感后果。然后这些被编码为在每个十字路口无缝过渡，不管孩子们走哪条路或者什么时候走。 而且，为了确保我们接触到每个孩子，不管社会经济地位如何，我们使用 WebGL 开发了这个故事，所以音乐和动画都在广泛的设备和连接中播放。到目前为止，新西兰所有 4-7 岁的孩子中，超过 85% 的人都去过 oatthegoat.co.nz，平均花 9 分钟时间讲述这个故事。它现在是新西兰学校课程的正式组成部分。
燕麦山羊
案例简介：Describe the creative idea New Zealand has the second worst rate of schoolyard bullying in the developed world. The Ministry of Education needed to stop this growing problem in its tracks. But unlike past campaigns that have tried to make victims more resilient, we focused on the bystanders; because attention is like oxygen for bullies - ignore them, and they lose all power. Our interactive tale, ‘Oat the Goat’ let children see this in action and allowed them to make the wrong decisions in Oat’s world, so they’d learn to make the right decisions in the real one. So far, over 85% of all 4-7-year-olds in NZ have experienced and actively engaged in Oat the Goat. Describe the execution In 2018, bullying in NZ was at record levels, with 94% of teachers witnessing it in schools. The Ministry of Education acknowledged that telling children to say “Stop it, I don’t like it,” wasn’t working, and they needed a different approach. They also wanted to stop bullying at the earliest stage of a child’s development. So, during Bullying Free Week, May 2018, we launched ‘Oat the Goat’; an interactive bedtime story that called on 4 to 7 year-olds to help character Oat navigate right and wrong as he encountered bullying on his adventure to the top of a mountain. At each crossroad moment, children had to help Oat choose what to do: Join in the teasing? Do nothing? If children picked the wrong response, they’d learn the immediate consequence of that decision. The story would then loop back to the crossroad moment until children did the right thing – which was to ignore the bullies and show kindness to the victim instead. The soundscape played a crucial role in guiding children to do the right thing. So, we worked with the NZ Symphony Orchestra to create an original, 78-piece orchestral score - for all 11 minutes of our tale. Individual musical passages were also written to reflect the emotional consequence of children’s decisions. These were then coded to transition seamlessly at each crossroad, no matter what path the children took or when they took it. And, to ensure we reached every child, regardless of socio-economic status, we developed the tale using WebGL, so both music and animation played across a broad spectrum of devices and connections. So far, over 85% of all 4-7-year-old’s in New Zealand have visited oatthegoat.co.nz, spending an average of 9 minutes engaged in the story. And it’s now an official part of the NZ school curriculum.
Oat the Goat
案例简介：描述创意 新西兰是发达国家校园欺凌发生率第二高的国家。教育部需要阻止这一日益严重的问题。但是与过去试图让受害者更有弹性的运动不同，我们把注意力集中在旁观者身上; 因为注意力就像欺负者的氧气 -- 忽略他们，他们就失去了所有的力量。我们的互动故事 “燕麦山羊” 让孩子们看到这一点，并允许他们在燕麦的世界中做出错误的决定，这样他们就能学会在真实的世界中做出正确的决定。到目前为止，超过 85% 的所有 4-7 岁的孩子在新西兰经历和积极参与燕麦山羊。 描述执行 2018，新西兰的欺凌达到了创纪录的水平，94% 的教师在学校目睹了欺凌。教育部承认，告诉孩子们说 “停止它，我不喜欢它” 是行不通的，他们需要一种不同的方法。他们还想在孩子发展的最早阶段停止欺凌。 因此，在 2018 年 5 月的无欺凌周，我们推出了 “燕麦山羊”; 一个互动的睡前故事，呼吁 4 到 7 岁的孩子帮助角色 Oat 在山顶的冒险中遇到欺凌时正确和错误。在每一个十字路口的时刻，孩子们都必须帮助燕麦选择该做什么: 加入戏弄？什么都不做？如果孩子们选择了错误的反应，他们会知道这个决定的直接后果。然后故事会回到十字路口的时刻，直到孩子们做了正确的事情 -- 那就是忽略欺负者，向受害者示好。 音景在引导孩子做正确的事情方面发挥了至关重要的作用。因此，我们与新西兰交响乐团合作，为我们所有 11 分钟的故事创作了一个原创的 78 首管弦乐乐谱。个别音乐段落也被用来反映儿童决定的情感后果。然后这些被编码为在每个十字路口无缝过渡，不管孩子们走哪条路或者什么时候走。 而且，为了确保我们接触到每个孩子，不管社会经济地位如何，我们使用 WebGL 开发了这个故事，所以音乐和动画都在广泛的设备和连接中播放。到目前为止，新西兰所有 4-7 岁的孩子中，超过 85% 的人都去过 oatthegoat.co.nz，平均花 9 分钟时间讲述这个故事。它现在是新西兰学校课程的正式组成部分。
Oat the Goat
案例简介：Describe the creative idea New Zealand has the second worst rate of schoolyard bullying in the developed world. The Ministry of Education needed to stop this growing problem in its tracks. But unlike past campaigns that have tried to make victims more resilient, we focused on the bystanders; because attention is like oxygen for bullies - ignore them, and they lose all power. Our interactive tale, ‘Oat the Goat’ let children see this in action and allowed them to make the wrong decisions in Oat’s world, so they’d learn to make the right decisions in the real one. So far, over 85% of all 4-7-year-olds in NZ have experienced and actively engaged in Oat the Goat. Describe the execution In 2018, bullying in NZ was at record levels, with 94% of teachers witnessing it in schools. The Ministry of Education acknowledged that telling children to say “Stop it, I don’t like it,” wasn’t working, and they needed a different approach. They also wanted to stop bullying at the earliest stage of a child’s development. So, during Bullying Free Week, May 2018, we launched ‘Oat the Goat’; an interactive bedtime story that called on 4 to 7 year-olds to help character Oat navigate right and wrong as he encountered bullying on his adventure to the top of a mountain. At each crossroad moment, children had to help Oat choose what to do: Join in the teasing? Do nothing? If children picked the wrong response, they’d learn the immediate consequence of that decision. The story would then loop back to the crossroad moment until children did the right thing – which was to ignore the bullies and show kindness to the victim instead. The soundscape played a crucial role in guiding children to do the right thing. So, we worked with the NZ Symphony Orchestra to create an original, 78-piece orchestral score - for all 11 minutes of our tale. Individual musical passages were also written to reflect the emotional consequence of children’s decisions. These were then coded to transition seamlessly at each crossroad, no matter what path the children took or when they took it. And, to ensure we reached every child, regardless of socio-economic status, we developed the tale using WebGL, so both music and animation played across a broad spectrum of devices and connections. So far, over 85% of all 4-7-year-old’s in New Zealand have visited oatthegoat.co.nz, spending an average of 9 minutes engaged in the story. And it’s now an official part of the NZ school curriculum.
燕麦山羊
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Oat the Goat
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基本信息
- 广告战役： #MInistry of Education-推广与活动-3918#
- 广告品牌： Ministry of Education
- 发布日期： 2000
- 行业领域： 公共事业
- 媒体类别： 活动
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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