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弗洛拉 · 特里斯坦
案例简介：概要 去年，秘鲁报告了 100,000 起虐待妇女的案件。但当局计算，未报告的案件必须超过 100万。简报是如何引起许多人的注意，并提高对这样一个巨大问题的认识。如何实现一个非常令人震惊的信息，可以在人们之间快速分享，并在不同的媒体上产生新闻？如何让许多秘鲁妇女暴力受害者很快明白他们应该报告自己的案件？目标显然是增加报告的案件数量。 战略 观众中挤满了来自我们目标观众的 10,000 多名女性。因此，在这种情况下采取行动是非常重要的。另一方面，在秘鲁，保护妇女的组织是没有必要资源来开展重大宣传活动的组织。因此，能够采取行动是很重要的，因为它的制作预算非常低，但在 pervivan 流行文化中有很大的潜力非常出名。 相关性 这项工作与这一类别相关，因为它利用事件中的品牌体验，以强有力的方式展示了困扰秘鲁女性的巨大问题。用如此令人震惊的现场体验吸引观众的事实使得这个想法与提高人们对如此严重问题的认识非常相关。 结果 它在短短 20 分钟内成为一个热门话题。反应是直接的，免费宣传的金额接近百万美元。暴力案件的报道数量增加了 10%。该行动在电视新闻、社交媒体、在线新闻网站上进行了分享，所有媒体的 800万多人都参与了进来, 几乎占秘鲁人口的三分之一。 执行 实现非常简单。我们只需要带一个演员，让他在节日中间上台。激活只持续了几分钟，影响很大。成千上万的人用自己的手机拍摄了这一时刻，并迅速走红。几分钟后，ihateabusers 成为热门话题，关于暴力的对话成为全国性话题。 活动描述 在这个国家最重要的音乐节之一，在夜晚的黄金时刻，一个辱骂的男人走上舞台，向观众中的女友求婚。这发生在成千上万的人面前。起初，一切似乎都是浪漫而正常的提议，但突然他开始透露自己的真实意图。他用麦克风告诉她，他会打她，侮辱她，羞辱她，摧毁她的自尊。当所有的人群在他身后的巨大屏幕上愤怒地做出反应时，信息出现了: 施虐者没有警告。因此，暴力的第一个迹象，谴责你的侵略者。免费拨打电话 100 弗洛拉 · 特里斯坦非政府组织 # 他们是基林格斯
弗洛拉 · 特里斯坦
案例简介：Synopsis Last year in Peru, 100,000 cases of abuse against women were reported. But the authorities calculate that the non-reporting cases must be over one million. The brief was how to draw the attention of many people and raise awareness about such a tremendous problem. How to achieve a very shocking message that can be quickly shared among people and generate news in different media? How to make many Peruvian women victims of violence quickly understand that they should report their cases? The objective clearly is to increase the number of cases reported. Strategy The audience was filled with more than 10,000 women from our target audience. For this reason, it was very important to make the action happen in this event. On the other hand, in Peru the organizations that protect women are organizations that do not have the necessary resources to do great communication actions. So, it was important to be able to do an action as it is with a very low production budget but with a great potential to be very famous in pervivan pop culture. Relevancy This work is relevant to this category because it uses the brand experience in an event to demonstrate in a powerful way the tremendous problem that is afflicting Peruvian women. The fact of captivating an audience with such a shocking live experience makes this idea very relevant to raise awareness among people about such a serious problem. Outcome It became a trending topic in just 20 minutes. The response was immediate and the amount of free publicity was close to a million dollars. The number of reports of cases of violence grew by 10% The action was shared in TV News, Social Media, Online News Websites and reached more than 8 million people in all media, almost a third of the Peruvian population. Execution The implementation was very simple. We just had to take an actor and make him take the stage in the middle of the festival. The activation lasted only a few minutes and the impact was brutal. Thousands of people filmed the moment with their own phones and quickly went viral. In just minutes #ihateabusers became trending topic and the conversation about violence became national. CampaignDescription In one of the most important music festivals of the country, in the prime moment of the night, an abusive man takes the stage and makes a marriage proposal to his girlfriend who is among the audience. This happens live in front of thousands of people. At first everything seems a romantic and normal proposal, but suddenly he begins to reveal his true intentions. He tells her by the microphone that he will hit her, insult her and humiliate her and destroy her self-esteem. At the moment that all the crowd reacts indignantly on the giant screen behind him, the message appears: THE ABUSERS DO NOT WARN. THEREFORE, THE FIRST SIGN OF VIOLENCE, DENOUNCE YOUR AGGRESSOR. CALL THE LINE 100 FREE OF CHARGE A MESSAGE FROM FLORA TRISTAN NGO #theyarekillingus
Flora Tristan
案例简介：概要 去年，秘鲁报告了 100,000 起虐待妇女的案件。但当局计算，未报告的案件必须超过 100万。简报是如何引起许多人的注意，并提高对这样一个巨大问题的认识。如何实现一个非常令人震惊的信息，可以在人们之间快速分享，并在不同的媒体上产生新闻？如何让许多秘鲁妇女暴力受害者很快明白他们应该报告自己的案件？目标显然是增加报告的案件数量。 战略 观众中挤满了来自我们目标观众的 10,000 多名女性。因此，在这种情况下采取行动是非常重要的。另一方面，在秘鲁，保护妇女的组织是没有必要资源来开展重大宣传活动的组织。因此，能够采取行动是很重要的，因为它的制作预算非常低，但在 pervivan 流行文化中有很大的潜力非常出名。 相关性 这项工作与这一类别相关，因为它利用事件中的品牌体验，以强有力的方式展示了困扰秘鲁女性的巨大问题。用如此令人震惊的现场体验吸引观众的事实使得这个想法与提高人们对如此严重问题的认识非常相关。 结果 它在短短 20 分钟内成为一个热门话题。反应是直接的，免费宣传的金额接近百万美元。暴力案件的报道数量增加了 10%。该行动在电视新闻、社交媒体、在线新闻网站上进行了分享，所有媒体的 800万多人都参与了进来, 几乎占秘鲁人口的三分之一。 执行 实现非常简单。我们只需要带一个演员，让他在节日中间上台。激活只持续了几分钟，影响很大。成千上万的人用自己的手机拍摄了这一时刻，并迅速走红。几分钟后，ihateabusers 成为热门话题，关于暴力的对话成为全国性话题。 活动描述 在这个国家最重要的音乐节之一，在夜晚的黄金时刻，一个辱骂的男人走上舞台，向观众中的女友求婚。这发生在成千上万的人面前。起初，一切似乎都是浪漫而正常的提议，但突然他开始透露自己的真实意图。他用麦克风告诉她，他会打她，侮辱她，羞辱她，摧毁她的自尊。当所有的人群在他身后的巨大屏幕上愤怒地做出反应时，信息出现了: 施虐者没有警告。因此，暴力的第一个迹象，谴责你的侵略者。免费拨打电话 100 弗洛拉 · 特里斯坦非政府组织 # 他们是基林格斯
Flora Tristan
案例简介：Synopsis Last year in Peru, 100,000 cases of abuse against women were reported. But the authorities calculate that the non-reporting cases must be over one million. The brief was how to draw the attention of many people and raise awareness about such a tremendous problem. How to achieve a very shocking message that can be quickly shared among people and generate news in different media? How to make many Peruvian women victims of violence quickly understand that they should report their cases? The objective clearly is to increase the number of cases reported. Strategy The audience was filled with more than 10,000 women from our target audience. For this reason, it was very important to make the action happen in this event. On the other hand, in Peru the organizations that protect women are organizations that do not have the necessary resources to do great communication actions. So, it was important to be able to do an action as it is with a very low production budget but with a great potential to be very famous in pervivan pop culture. Relevancy This work is relevant to this category because it uses the brand experience in an event to demonstrate in a powerful way the tremendous problem that is afflicting Peruvian women. The fact of captivating an audience with such a shocking live experience makes this idea very relevant to raise awareness among people about such a serious problem. Outcome It became a trending topic in just 20 minutes. The response was immediate and the amount of free publicity was close to a million dollars. The number of reports of cases of violence grew by 10% The action was shared in TV News, Social Media, Online News Websites and reached more than 8 million people in all media, almost a third of the Peruvian population. Execution The implementation was very simple. We just had to take an actor and make him take the stage in the middle of the festival. The activation lasted only a few minutes and the impact was brutal. Thousands of people filmed the moment with their own phones and quickly went viral. In just minutes #ihateabusers became trending topic and the conversation about violence became national. CampaignDescription In one of the most important music festivals of the country, in the prime moment of the night, an abusive man takes the stage and makes a marriage proposal to his girlfriend who is among the audience. This happens live in front of thousands of people. At first everything seems a romantic and normal proposal, but suddenly he begins to reveal his true intentions. He tells her by the microphone that he will hit her, insult her and humiliate her and destroy her self-esteem. At the moment that all the crowd reacts indignantly on the giant screen behind him, the message appears: THE ABUSERS DO NOT WARN. THEREFORE, THE FIRST SIGN OF VIOLENCE, DENOUNCE YOUR AGGRESSOR. CALL THE LINE 100 FREE OF CHARGE A MESSAGE FROM FLORA TRISTAN NGO #theyarekillingus
弗洛拉 · 特里斯坦
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Flora Tristan
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基本信息
- 广告战役： #Flora Tristan-推广与活动-da23#
- 广告品牌： Flora Tristan
- 发布日期： 2000
- 行业领域： 公益慈善 , 公共事业
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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