Aagahi|海报/平面|广告营销案例【ADGuider广告指南】

Aagahi

案例简介：背景广播电台，电视网络和妇女倡导小组合作，发起了一场交叉的，首创的全国性法律意识运动。虽然这些组织/品牌的性质不同，但每个组织/品牌都努力以自己的方式消除基于性别的歧视。我们的简介是利用电影对巴基斯坦妇女进行警察制度和法律教育，并直接接触所有妇女，绕过男性看门人了解这一知识。我们的目标是扩大我们对巴基斯坦农村和城市妇女的影响，使她们能够获得无畏地要求正义所需的信息和资源。描述您所在地区的文化/社会/政治/环境气候以及在此背景下您的竞选活动的重要性遭受暴力侵害的巴基斯坦妇女中，有二中之一从未寻求帮助或告诉任何人这些事件 (人口基金)。巴基斯坦的妇女不了解自己的权利，也不知道如何在警察和法律系统中导航。羞耻文化迫使妇女不要公开谈论这些问题。这些电影具有开创性，因为它们揭开了妇女的法律和警察系统的神秘面纱。这场运动受到了很大的反弹，因为我们能够绕过传统手段。与男人相比，妇女获得财产，教育，就业等的机会仍然要低得多。他们习惯于不为自己说话，即使他们受到了委屈。有保护女性的法律，但没有努力传播意识，因为让女性处于黑暗之中对男性有利。即使有些妇女想为自己的权利而战，她们也不知道处理这些问题的资源或组织。我们使用动画电影来传播对巴基斯坦法律程序的认识，并赋予妇女以被剥夺的知识。描述创意 (投票30%) 经过初步研究和对活动家和律师的采访，我们列出了巴基斯坦妇女知之甚少的话题，从如何提交警方报告、离婚法、家庭暴力、性骚扰、强奸开始。我们将如何处理这些严肃的 (和图形的) 主题并将其分解，以便所有女性，包括未受过教育的女性，都能理解？在一个男人一直控制着获取这些知识的国家，我们如何才能允许我们的电影呢？我们决定使用动画，这是一种无威胁且友好的媒介，它将使我们能够以更高的清晰度和简洁的方式呈现复杂的过程。这些视频可以在线获得，观众可以随时访问。我们还在每部电影的结尾列出了经过审查的资源，法律求助热线，庇护所，咨询服务，以便妇女可以在需要时寻求帮助。描述策略 (投票20%) 考虑到我们不同的受众群体 (城市，农村，受过教育，未受过教育的妇女，有和没有互联网的妇女)，我们必须在传播策略中发挥创造力。我们采取了三管齐下的方法来接触农村妇女，城市妇女，我们希望直接接触她们。我们设计了一个移动电影院-一种可以前往农村地区的卡车。它的身体上配备了一个屏幕来举办户外放映，卡车内还配备了一个较小的放映室，以便该国更偏远地区的妇女可以观看电影而不会受到骚扰。这些电影是乌尔都语，带有英文字幕，可供更广泛的观众使用。当女性可以自由观看而男性无法控制遥控器时，我们将电影放在白天的电视上，并在广播中进行了社交媒体活动，该活动由男性和女性名人协助。描述执行 (投票20%) 我们首先就构思阶段选择的问题起草脚本。经过法律专家审查后，每部电影大约需要四个星期才能完成。在与各个团体测试了电影之后，我们在社交媒体上发起了Aagahi运动。为了接触没有互联网接入的女性，我们与当地团体合作主持基层放映。我们的移动电影院遍及全国，我们在350多个地点举办放映，包括节日、学校和社区中心。我们通过改编为电视和广播的短片扩大了竞选活动，并邀请名人创建自己的内容，向追随者介绍这些法律。电视和广播节目主持人接受了竞选活动，并指定了讨论这些问题的时段。在国际妇女节，我们带着移动电影院参加了在卡拉奇举行的妇女游行，我们的意识链成为不懈行动运动的一部分。描述结果/影响 (投票30%) 我们通过移动电影院，电视，广播和在线联系了2400万人; 这些电影在网上疯传，成千上万的女性在社交媒体上分享了这些视频; 评论蜂拥而至，女性承认她们不知道这些法律的存在; 流动电影院在全国范围内进行了基层放映350地区的rogram直接接触农村妇女; 放映后，妇女积极参与问答环节，并仔细记录了每部电影结尾处列出的审查资源; 信德省和旁遮普省这两个人口最多的省份的省政府已在其教育计划中采用了这些电影。

Aagahi

案例简介：Background A radio station, TV network, and women’s advocacy group collaborated to create an intersectional, first-of-its-kind, nationwide legal awareness campaign. While the nature of these organizations/brands is different, each strives toward eradicating gender-based discrimination in its own way. Our brief was to use film to educate Pakistani women about the police system and laws and reach all women directly, bypassing male gatekeepers to this knowledge. Our objective was to expand our reach to rural and urban women in Pakistan so that they have access to the information and resources they need to fearlessly demand justice. Describe the cultural/social/political/environmental climate in your region and the significance of your campaign within this context One in two Pakistani women who experience violence never seek help or tell anyone about these incidents (UNFPA). Women in Pakistan aren’t aware of their rights and they don’t know how to navigate the police and legal system. A culture of shame forces women not to talk openly about these issues. These films are groundbreaking because they demystify the legal and police system for women. The campaign received a lot of backlash because we were able to bypass traditional means. Women’s access to property, education, employment, etc. remains considerably lower compared to that of a man’s. They are conditioned not to speak up for themselves, even when they are being wronged. There are laws that protect women, but no effort is made to spread awareness because it benefits men to keep women in darkness. Even if some women want to fight for their rights, they are unaware of the resources or organizations that deal with these issues. We used animated films to spread awareness about the legal process in Pakistan and empower the women with knowledge that is denied to them. Describe the creative idea (30% of vote) After initial research and interviews with activists and lawyers, we listed topics that Pakistani women have little knowledge about, starting from how to file a police report, divorce laws, domestic violence, sexual harassment, rape. How would we take on these serious (and graphic) topics and break them down so all women, including uneducated women, would be able to understand? And how could we make our films permissible in a country where men have always controlled access to this knowledge? We decided to use animation, a non-threatening and friendly medium that would allow us to present complex processes with greater clarity and concision. The videos are available online and can be accessed by viewers at any time. We also list vetted resources, legal helplines, shelters, counseling services at the end of each film so women can seek help when they need it. Describe the strategy (20% of vote) Considering our diverse audience (urban, rural, educated, uneducated women, women with and without access to the internet) we had to get creative in our dissemination strategy. We took a three-pronged approach to reach rural women, urban women, and we wanted to reach them directly. We devised a mobile cinema - a truck that would journey to rural areas. It is outfitted with a screen on its body to host outdoor screenings, and a smaller screening room inside the truck so that women in more segregated parts of the country can watch the films without being harassed. The films are in Urdu with English subtitles, making them available to a wider audience. We placed the films on daytime TV when women are free to watch and men don’t control the remote, on the radio, and ran a social media campaign aided by male and female celebrities. Describe the execution (20% of vote) We began by drafting scripts on the issues selected in the ideation phase. Once vetted by legal experts, each film took about four weeks to complete. After testing the films with various groups, we launched the Aagahi campaign on social media. To reach women who don’t have internet access, we partnered with local groups to host grassroots screenings. Our mobile cinema traveled countrywide and we hosted screenings at over 350 locations, including festivals, schools, and community centers. We amplified the campaign through short clips adapted for TV and radio, and invited celebrities to create their own content informing their followers about these laws. TV and radio show hosts embraced the campaign and designated slots to discuss these issues. And on International Women’s Day, we attended the Women’s March in Karachi with the mobile cinema in tow, our chain of awareness becoming part of a movement of relentless action. Describe the results/impact (30% of vote) We reached 24 million people through the mobile cinema, TV, radio, and online; The films went viral online and thousands of women shared these videos on social media; Comments poured in, with women admitting they had no idea these laws existed; The mobile cinema conducted a nationwide grassroots screening program in 350 locations reaching rural women directly; Women were actively engaged in the Q&A sessions following the screenings and carefully noted down vetted resources listed at the end of each film; Provincial governments of the two most populated provinces, Sindh and Punjab, have adopted the films in their educational programs.

Aagahi

案例简介：背景广播电台，电视网络和妇女倡导小组合作，发起了一场交叉的，首创的全国性法律意识运动。虽然这些组织/品牌的性质不同，但每个组织/品牌都努力以自己的方式消除基于性别的歧视。我们的简介是利用电影对巴基斯坦妇女进行警察制度和法律教育，并直接接触所有妇女，绕过男性看门人了解这一知识。我们的目标是扩大我们对巴基斯坦农村和城市妇女的影响，使她们能够获得无畏地要求正义所需的信息和资源。描述您所在地区的文化/社会/政治/环境气候以及在此背景下您的竞选活动的重要性遭受暴力侵害的巴基斯坦妇女中，有二中之一从未寻求帮助或告诉任何人这些事件 (人口基金)。巴基斯坦的妇女不了解自己的权利，也不知道如何在警察和法律系统中导航。羞耻文化迫使妇女不要公开谈论这些问题。这些电影具有开创性，因为它们揭开了妇女的法律和警察系统的神秘面纱。这场运动受到了很大的反弹，因为我们能够绕过传统手段。与男人相比，妇女获得财产，教育，就业等的机会仍然要低得多。他们习惯于不为自己说话，即使他们受到了委屈。有保护女性的法律，但没有努力传播意识，因为让女性处于黑暗之中对男性有利。即使有些妇女想为自己的权利而战，她们也不知道处理这些问题的资源或组织。我们使用动画电影来传播对巴基斯坦法律程序的认识，并赋予妇女以被剥夺的知识。描述创意 (投票30%) 经过初步研究和对活动家和律师的采访，我们列出了巴基斯坦妇女知之甚少的话题，从如何提交警方报告、离婚法、家庭暴力、性骚扰、强奸开始。我们将如何处理这些严肃的 (和图形的) 主题并将其分解，以便所有女性，包括未受过教育的女性，都能理解？在一个男人一直控制着获取这些知识的国家，我们如何才能允许我们的电影呢？我们决定使用动画，这是一种无威胁且友好的媒介，它将使我们能够以更高的清晰度和简洁的方式呈现复杂的过程。这些视频可以在线获得，观众可以随时访问。我们还在每部电影的结尾列出了经过审查的资源，法律求助热线，庇护所，咨询服务，以便妇女可以在需要时寻求帮助。描述策略 (投票20%) 考虑到我们不同的受众群体 (城市，农村，受过教育，未受过教育的妇女，有和没有互联网的妇女)，我们必须在传播策略中发挥创造力。我们采取了三管齐下的方法来接触农村妇女，城市妇女，我们希望直接接触她们。我们设计了一个移动电影院-一种可以前往农村地区的卡车。它的身体上配备了一个屏幕来举办户外放映，卡车内还配备了一个较小的放映室，以便该国更偏远地区的妇女可以观看电影而不会受到骚扰。这些电影是乌尔都语，带有英文字幕，可供更广泛的观众使用。当女性可以自由观看而男性无法控制遥控器时，我们将电影放在白天的电视上，并在广播中进行了社交媒体活动，该活动由男性和女性名人协助。描述执行 (投票20%) 我们首先就构思阶段选择的问题起草脚本。经过法律专家审查后，每部电影大约需要四个星期才能完成。在与各个团体测试了电影之后，我们在社交媒体上发起了Aagahi运动。为了接触没有互联网接入的女性，我们与当地团体合作主持基层放映。我们的移动电影院遍及全国，我们在350多个地点举办放映，包括节日、学校和社区中心。我们通过改编为电视和广播的短片扩大了竞选活动，并邀请名人创建自己的内容，向追随者介绍这些法律。电视和广播节目主持人接受了竞选活动，并指定了讨论这些问题的时段。在国际妇女节，我们带着移动电影院参加了在卡拉奇举行的妇女游行，我们的意识链成为不懈行动运动的一部分。描述结果/影响 (投票30%) 我们通过移动电影院，电视，广播和在线联系了2400万人; 这些电影在网上疯传，成千上万的女性在社交媒体上分享了这些视频; 评论蜂拥而至，女性承认她们不知道这些法律的存在; 流动电影院在全国范围内进行了基层放映350地区的rogram直接接触农村妇女; 放映后，妇女积极参与问答环节，并仔细记录了每部电影结尾处列出的审查资源; 信德省和旁遮普省这两个人口最多的省份的省政府已在其教育计划中采用了这些电影。

Aagahi

案例简介：Background A radio station, TV network, and women’s advocacy group collaborated to create an intersectional, first-of-its-kind, nationwide legal awareness campaign. While the nature of these organizations/brands is different, each strives toward eradicating gender-based discrimination in its own way. Our brief was to use film to educate Pakistani women about the police system and laws and reach all women directly, bypassing male gatekeepers to this knowledge. Our objective was to expand our reach to rural and urban women in Pakistan so that they have access to the information and resources they need to fearlessly demand justice. Describe the cultural/social/political/environmental climate in your region and the significance of your campaign within this context One in two Pakistani women who experience violence never seek help or tell anyone about these incidents (UNFPA). Women in Pakistan aren’t aware of their rights and they don’t know how to navigate the police and legal system. A culture of shame forces women not to talk openly about these issues. These films are groundbreaking because they demystify the legal and police system for women. The campaign received a lot of backlash because we were able to bypass traditional means. Women’s access to property, education, employment, etc. remains considerably lower compared to that of a man’s. They are conditioned not to speak up for themselves, even when they are being wronged. There are laws that protect women, but no effort is made to spread awareness because it benefits men to keep women in darkness. Even if some women want to fight for their rights, they are unaware of the resources or organizations that deal with these issues. We used animated films to spread awareness about the legal process in Pakistan and empower the women with knowledge that is denied to them. Describe the creative idea (30% of vote) After initial research and interviews with activists and lawyers, we listed topics that Pakistani women have little knowledge about, starting from how to file a police report, divorce laws, domestic violence, sexual harassment, rape. How would we take on these serious (and graphic) topics and break them down so all women, including uneducated women, would be able to understand? And how could we make our films permissible in a country where men have always controlled access to this knowledge? We decided to use animation, a non-threatening and friendly medium that would allow us to present complex processes with greater clarity and concision. The videos are available online and can be accessed by viewers at any time. We also list vetted resources, legal helplines, shelters, counseling services at the end of each film so women can seek help when they need it. Describe the strategy (20% of vote) Considering our diverse audience (urban, rural, educated, uneducated women, women with and without access to the internet) we had to get creative in our dissemination strategy. We took a three-pronged approach to reach rural women, urban women, and we wanted to reach them directly. We devised a mobile cinema - a truck that would journey to rural areas. It is outfitted with a screen on its body to host outdoor screenings, and a smaller screening room inside the truck so that women in more segregated parts of the country can watch the films without being harassed. The films are in Urdu with English subtitles, making them available to a wider audience. We placed the films on daytime TV when women are free to watch and men don’t control the remote, on the radio, and ran a social media campaign aided by male and female celebrities. Describe the execution (20% of vote) We began by drafting scripts on the issues selected in the ideation phase. Once vetted by legal experts, each film took about four weeks to complete. After testing the films with various groups, we launched the Aagahi campaign on social media. To reach women who don’t have internet access, we partnered with local groups to host grassroots screenings. Our mobile cinema traveled countrywide and we hosted screenings at over 350 locations, including festivals, schools, and community centers. We amplified the campaign through short clips adapted for TV and radio, and invited celebrities to create their own content informing their followers about these laws. TV and radio show hosts embraced the campaign and designated slots to discuss these issues. And on International Women’s Day, we attended the Women’s March in Karachi with the mobile cinema in tow, our chain of awareness becoming part of a movement of relentless action. Describe the results/impact (30% of vote) We reached 24 million people through the mobile cinema, TV, radio, and online; The films went viral online and thousands of women shared these videos on social media; Comments poured in, with women admitting they had no idea these laws existed; The mobile cinema conducted a nationwide grassroots screening program in 350 locations reaching rural women directly; Women were actively engaged in the Q&A sessions following the screenings and carefully noted down vetted resources listed at the end of each film; Provincial governments of the two most populated provinces, Sindh and Punjab, have adopted the films in their educational programs.

Aagahi

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