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女人打断了
案例简介：结果 该应用程序升级快: over15.000 57 第一天内下载。它还引起轰动的 36，精选的电视节目的网络，如新闻、财经频道、 CNN。另据公布的 250 家新闻网站和博客，来自《纽约时报》、《国家报》，DailyMail，很有问题了，英国广播公司对他人 FastCompany，可混搭，分布于世界各地。所有这些自然媒体签署了 U $ 750万获得媒体，和 7亿的影响。在讨论传播到社会媒体，撞击另有 1200万万人。在支付媒介，估计影响约为 7500万，而不是一块钱花费所有的格式 100% 赠-Spotify 的播放列表,经过喔传入到时代广场双广告牌整整一个月。但毫无疑问最重要的结果是成功地实现: 提高全球意识和辩论 Manterrupting 和两性不平等。 执行 最大的挑战在于确保绝对精确的应用程序。在开发过程中把月 12-36 个月及以上版本。同时推出的 iOS 和 Android 的，经过严格的测试，最大的软件测试公司在拉丁美洲，OneTesting。该应用程序的启动和活动计划在全球范围内发生的国际妇女日的一周内，当人们更愿意讨论两性平等问题。两天之后，我们开始沉默的形象工程，收录 87 海报表示沉默的女人，表明世界各地的艺术家。海报的官方网站上，随着研究的不断深入，manterrupting，应用程序的使用教程，和其他资产。在以后的几天里，有视频、数字媒体、创建自定义播放列表的 Spotify 等。所有媒体的 100% 捐给事业，包括空间核动力源月在时代广场。 战略 洞察力的应用程式的想法来自于充斥各种 manterrupting，因美国总统候选人辩论。我们到处在找资料的经核证的研究，并拥有绝对证实 manterruption 不仅是全球现实，而且两性不平等的后果。我们针对女性，而且男性用户的大多数人没有意识到她们中断，monitorate 自己的应用程序是一个工具。此外，由于重点工作/业务使用、数据安全是 # 月注意事项。促进发起以来，我们专注于公司人力资源战略，开展国际妇女日的前两天，并利用关于这一主题的相关性。它很快就从世界各地媒体的注意，作为出版者收到我们的媒体套件。除了公关、应用程式是提倡用 hotsite，出门在外，数字媒体，和一个自定义的 Spotify 的播放列表。 BriefWithProjectedOutcomes Manterrupting 出现在世界各地，它使妇女充分表达自己的观点。这个问题使女性在男性占主导地位的环境中，妇女不得不更加努力，与男性相同的立场。据哈佛，女性是 144% 多个中断的法律课程。美国最高法院的女法官人数都中断了三倍以上同事的一篇刊登在弗吉尼亚州法律审查。有这种行为达到无处不在的一个突出的例子是，美国大选的总统候选人辩论，唐纳德 · 特朗普打断了他的对手时，希拉里.克林顿 51 倍。瑞士信贷的研究，在 3.000 全球顶尖企业，只有 14,7% 行政职位由妇女担任。在首席执行官的职位，这个数字下降到仅 3,9%。在巴西，在应用程序和媒体的努力发生，市议会中，妇女只占 13%。在排名中，男女之间的工资不平等措施，巴西是 129 号的 144 个国家，是唯一一个月的工资差距的行政职务，超过了 50%。 概要 女人打断正在发起一场运动本身，没有品牌或产品的背后。然而，它的创始人有两性平等的基因: 自诞生之日起，所有世界各地的分支机构均向领导人 (一男一女)。这些公司还获得金牌的月的联合国全球契约的原则。Manterrupting: 当男人打断妇女是不必要的。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。另外，哥伦比亚大学，显示学生上课期间中断多。在工作，研究表明，75% 的会议期间发言时间的男人。Manterrupting 就是其中的一种，可以减少的机会来表达自己!作为学生、专业人士或整个社会，并取得更多成就。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，让女性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。
女人打断了
案例简介：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. 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. BriefWithProjectedOutcomes Manterrupting occurs everywhere in the world, and it stops women from fully expressing themselves. This issue aggravates the lack of female representation in male dominated environments, where women have to work harder to achieve the same positions as their male counterparts. According to Harvard, women are 144% more interrupted in law classes. Women justices in US supreme court are interrupted three times more than their colleagues according to an article published in Virginia Law Review.One remarkable example of how much this behaviour reaches everywhere was the presidential debate during the US elections, when Donald Trump interrupted his female opponent, Hillary Clinton, 51 times. According to a research by Credit Suisse, among the 3.000 top global companies, only 14,7% of executive positions are occupied by women. In the case of CEO positions, this number drops to mere 3,9%. In Brazil, where the app was developed and much of the media effort occurred, women represented only 13% of the municipal congress. In the ranking that measures inequality of salaries between men and women Brasil is number 129 of 144 countries, being one of the only 6 where the wage gap for executive positions surpasses 50%. Synopsis Woman Interrupted is a movement in itself, having no brand or product behind it. However, its creators have gender equality in its DNA: since its founding, all their branches around the world have shared leaderships (one man and one women). Their company was also awarded a gold medal for following the 10 principles of the United Nation’s Global Pact.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, 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. Manterrupting is one of the factors that reduces the opportunity for women to express themselves and achieve more, as students, professionals or in society as a whole. To fight this, we wanted more than a campaign. We wanted to provide a tool that women could use to make herself heard and that had the power to generate awareness around the issue.
Woman Interrupted
案例简介：结果 该应用程序升级快: over15.000 57 第一天内下载。它还引起轰动的 36，精选的电视节目的网络，如新闻、财经频道、 CNN。另据公布的 250 家新闻网站和博客，来自《纽约时报》、《国家报》，DailyMail，很有问题了，英国广播公司对他人 FastCompany，可混搭，分布于世界各地。所有这些自然媒体签署了 U $ 750万获得媒体，和 7亿的影响。在讨论传播到社会媒体，撞击另有 1200万万人。在支付媒介，估计影响约为 7500万，而不是一块钱花费所有的格式 100% 赠-Spotify 的播放列表,经过喔传入到时代广场双广告牌整整一个月。但毫无疑问最重要的结果是成功地实现: 提高全球意识和辩论 Manterrupting 和两性不平等。 执行 最大的挑战在于确保绝对精确的应用程序。在开发过程中把月 12-36 个月及以上版本。同时推出的 iOS 和 Android 的，经过严格的测试，最大的软件测试公司在拉丁美洲，OneTesting。该应用程序的启动和活动计划在全球范围内发生的国际妇女日的一周内，当人们更愿意讨论两性平等问题。两天之后，我们开始沉默的形象工程，收录 87 海报表示沉默的女人，表明世界各地的艺术家。海报的官方网站上，随着研究的不断深入，manterrupting，应用程序的使用教程，和其他资产。在以后的几天里，有视频、数字媒体、创建自定义播放列表的 Spotify 等。所有媒体的 100% 捐给事业，包括空间核动力源月在时代广场。 战略 洞察力的应用程式的想法来自于充斥各种 manterrupting，因美国总统候选人辩论。我们到处在找资料的经核证的研究，并拥有绝对证实 manterruption 不仅是全球现实，而且两性不平等的后果。我们针对女性，而且男性用户的大多数人没有意识到她们中断，monitorate 自己的应用程序是一个工具。此外，由于重点工作/业务使用、数据安全是 # 月注意事项。促进发起以来，我们专注于公司人力资源战略，开展国际妇女日的前两天，并利用关于这一主题的相关性。它很快就从世界各地媒体的注意，作为出版者收到我们的媒体套件。除了公关、应用程式是提倡用 hotsite，出门在外，数字媒体，和一个自定义的 Spotify 的播放列表。 BriefWithProjectedOutcomes Manterrupting 出现在世界各地，它使妇女充分表达自己的观点。这个问题使女性在男性占主导地位的环境中，妇女不得不更加努力，与男性相同的立场。据哈佛，女性是 144% 多个中断的法律课程。美国最高法院的女法官人数都中断了三倍以上同事的一篇刊登在弗吉尼亚州法律审查。有这种行为达到无处不在的一个突出的例子是，美国大选的总统候选人辩论，唐纳德 · 特朗普打断了他的对手时，希拉里.克林顿 51 倍。瑞士信贷的研究，在 3.000 全球顶尖企业，只有 14,7% 行政职位由妇女担任。在首席执行官的职位，这个数字下降到仅 3,9%。在巴西，在应用程序和媒体的努力发生，市议会中，妇女只占 13%。在排名中，男女之间的工资不平等措施，巴西是 129 号的 144 个国家，是唯一一个月的工资差距的行政职务，超过了 50%。 概要 女人打断正在发起一场运动本身，没有品牌或产品的背后。然而，它的创始人有两性平等的基因: 自诞生之日起，所有世界各地的分支机构均向领导人 (一男一女)。这些公司还获得金牌的月的联合国全球契约的原则。Manterrupting: 当男人打断妇女是不必要的。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。另外，哥伦比亚大学，显示学生上课期间中断多。在工作，研究表明，75% 的会议期间发言时间的男人。Manterrupting 就是其中的一种，可以减少的机会来表达自己!作为学生、专业人士或整个社会，并取得更多成就。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，让女性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。
Woman Interrupted
案例简介：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. 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. BriefWithProjectedOutcomes Manterrupting occurs everywhere in the world, and it stops women from fully expressing themselves. This issue aggravates the lack of female representation in male dominated environments, where women have to work harder to achieve the same positions as their male counterparts. According to Harvard, women are 144% more interrupted in law classes. Women justices in US supreme court are interrupted three times more than their colleagues according to an article published in Virginia Law Review.One remarkable example of how much this behaviour reaches everywhere was the presidential debate during the US elections, when Donald Trump interrupted his female opponent, Hillary Clinton, 51 times. According to a research by Credit Suisse, among the 3.000 top global companies, only 14,7% of executive positions are occupied by women. In the case of CEO positions, this number drops to mere 3,9%. In Brazil, where the app was developed and much of the media effort occurred, women represented only 13% of the municipal congress. In the ranking that measures inequality of salaries between men and women Brasil is number 129 of 144 countries, being one of the only 6 where the wage gap for executive positions surpasses 50%. Synopsis Woman Interrupted is a movement in itself, having no brand or product behind it. However, its creators have gender equality in its DNA: since its founding, all their branches around the world have shared leaderships (one man and one women). Their company was also awarded a gold medal for following the 10 principles of the United Nation’s Global Pact.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, 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. Manterrupting is one of the factors that reduces the opportunity for women to express themselves and achieve more, as students, professionals or in society as a whole. To fight this, we wanted more than a campaign. We wanted to provide a tool that women could use to make herself heard and that had the power to generate awareness around the issue.
女人打断了
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Woman Interrupted
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基本信息
- 广告战役： #Woman Interrupted App-影视-fef13#
- 广告品牌： Woman Interrupted App
- 发布日期： 2000
- 行业领域： 公共事业
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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