Woman Interrupted|海报/平面|广告营销案例【ADGuider广告指南】

女人打断了

案例简介：概要 Manterrupting: 当男人不必要地打断女人。这种行为是如此普遍，以至于它经常被忽视或被忽视，就好像中断是由于缺乏礼貌而不是性别不平等造成的。然而，乔治华盛顿大学的一项研究发现，女性被打断的次数是男性的两倍。哥伦比亚大学的另一项研究显示，女学生在课堂上被打断的时间更多。在工作中，研究显示，75% 的会议发言时间是由男性占用的。Manterrupting 是减少女性作为学生、职业或整个社会表达自己和取得更多成就的机会的因素之一。为了解决这个问题，我们想要的不仅仅是一场运动。我们想提供一个工具，任何女人都可以用来让自己被听到，并且有能力围绕这个问题产生意识。执行最大的挑战是确保应用程序的绝对准确性。开发过程耗时 6 个月，超过 12 个版本。在拉丁美洲最大的软件测试公司 onetest 进行了严格的测试后，iOS 和 Android 同时推出。该应用程序的发布和活动计划在国际妇女节这一周在全球范围内进行，这个时候人们更愿意辩论性别平等。两天后，我们启动了《沉默的肖像》项目，由 87 张代表女性沉默的海报组成，由世界各地的艺术家展示。官方网站上有海报，还有关于 manterrupting 、应用程序使用教程和其他资产的研究。在接下来的几天里，有视频、数字媒体、 Spotify 和其他人创建的定制播放列表。所有媒体都 100% 捐赠给这项事业，包括在时代广场的一个月。战略应用程序想法的洞察力来自美国总统辩论引起的关于 manterrupting 的嗡嗡声。我们在认证的研究中搜索数据，并绝对确认 manterruption 不仅是一个世界性的事实，也是一个性别不平等的结果。我们的目标是女性，但也有男性用户 -- 由于大多数男性没有意识到他们实际上会打断女性，所以该应用程序是一个监控自己的工具。此外，由于关注工作/业务使用，数据安全是首要的预防措施。为了促进其推出，我们专注于基于公关的战略，在国际妇女节前两天推出，并利用当时的相关性。它很快得到了来自世界各地媒体的关注，因为顶级出版商收到了我们的媒体套件。除了公关，该应用还通过一个热门网站、家庭、数字媒体和定制的 Spotify 播放列表进行推广。活动描述我们想创造的不仅仅是一场运动，而是全球每个女性都可以用来证明 Manterrupting 是真实的，以及帮助男性承认和减少这种行为。智能手机是一个完美的答案: 一种人们已经随身携带的设备，配有麦克风。因此，我们开发了 “女人打断”，这是一个实时分析对话的应用程序，显示有多少女性用户被打断，或者有多少男性用户打断了一个女性。该应用程序使用语音校准和男性和女性声音频率的差异来测量中断。这项运动是在 2017年国际妇女节前两天发起的，包括一个有 80 多张海报的画廊、一个热点网站和捐赠给该项目的媒体, 比如 OOH (就像时代广场的整整一个月) 、 digital 、 Spotify 创建的定制播放列表等等。结果该应用程序迅速升级: 在 57 个国家的头几天内，超过 15.000 次下载。它也成为 36 个国家的头条新闻，在福克斯新闻、 CNBC 和美国有线电视新闻网等网络的电视节目中亮相。它还发表在 250 个新闻网站和博客上，从《纽约时报》、《国家报》、《每日邮报》、《赫芬顿邮报》和英国广播公司到 FastCompany 、 Mashable 和 Cosmopolitan 等其他网站。所有这些自发的媒体带来了超过 750万美元的媒体收入和 7亿的影响。讨论蔓延到社交媒体，影响了另外 1200万人。在付费媒体中，估计影响约为 7500万，而没有花一美元 -- 所有格式都是 100% 捐赠的 -- 来自 Spotify 播放列表,通过对时代广场双层广告牌的户外激活，持续了整整一个月。但毫无疑问，最重要的结果已经成功达成: 提高了全世界对男性暴力和性别不平等的认识和辩论。

女人打断了

案例简介：Synopsis Manterrupting: when men interrupt women unnecessarily. This behaviour is so common that it frequently goes unnoticed or is dismissed as if the interruptions resulted from lack of politeness - and not gender inequality. However, a study by George Washington University found that women are interrupted twice as much as man. Another one, by the University of Columbia, shows that female students are interrupted more during classes.At work, studies show that 75% of speaking time during meetings is taken by men. And Manterrupting is one of the factors that reduces the opportunity for women to express themselves and achieve more, as a student, professional or in society as a whole.To fight this, we wanted more than a campaign. We wanted to provide a tool that any woman could use to make herself heard and that had the power to generate awareness around the issue. Execution The biggest challenge was to assure absolute accuracy in the app. The developing process took 6 months and more than 12 versions. The iOS and Android were launched simultaneously, after a rigorous testing by the biggest software testing company in Latin America, OneTesting.The app launch and campaign were planned to happen globally in the week of International Women’s Day, a time when people are more willing to debate gender equality. Two days later we launched the Portraits of Silence project, a collection of 87 posters representing the silencing of women, illustrated by artists around the world.Posters were available on the official website, along with studies about manterrupting, app usage tutorials, and other assets. Through the following days, there were videos, digital media, a custom playlist created by Spotify and others. All media were 100% donated to the cause, including 1 month in Times Square. Strategy The insight for the app idea came from the buzz around manterrupting, caused by the USA presidential debates. We searched for data in certified studies, and had the absolute confirmation that manterruption was not only a worldwide fact, but also a gender inequality consequence.We targeted female but also male users - as the majority of men don't realize they actually interrupt women, the app is a tool to monitorate himself. Also, due to focus on work/business usage, data security was #1 precaution.To promote its launch, we focused on a PR based strategy, launching two days before International Woman’s Day and leveraging on the subject relevancy at that time. It quickly got the attention from media outlets from all over the globe, as the top publishers received our media kit. Besides PR, the app was promoted with a hotsite, Out of Home, Digital media, and a custom Spotify playlist. CampaignDescription We wanted to create more than a campaign, but something that every woman around the globe could use to prove Manterrupting is real, as well as help men to acknowledge and reduce this behaviour. The smartphone was the perfect answer: a device people already carry around, equipped with a microphone. So we developed Woman Interrupted, an app that analyses conversations in real time and shows how much female users were interrupted or how much male users interrupted a woman. The app uses a voice calibration and the difference between the frequency of male and female voices to measure the interruptions. The campaign was launched 2 days before 2017 International Women’s Day and included a gallery with more than 80 posters, a hotsite, and media that were donated to the project, such as OOH (like a whole month in Times Square), digital, a custom playlist created by Spotify and much more. Outcome The app escalated quickly: over15.000 downloads within the first days in 57 countries. It also made headlines in 36 countries, featured in TV programs from networks such as FOX News, CNBC and CNN. It was also published in 250 news websites and blogs, from New York Times, El País, DailyMail, Huffpost and BBC to others like FastCompany, Mashable and Cosmopolitan.All those spontaneous media resulted in more than U$7.5 million in earned media, and 700 million impacts. The discussion spread to social media, impacting another 12 million people.In paid media, the estimated impacts were approximately 75 million, while not a dollar was spent - all the formats were 100%donated - from a Spotify playlist, through OOH activations to a Times Square double billboard for an entire month.But no doubts the most important result was successfully reached: raising worldwide awareness and debate around Manterrupting and gender inequality.