#StillSpeakingUp|海报/平面|广告营销案例【ADGuider广告指南】

# Stillspeaking up

案例简介：为什么这项工作与媒体相关？在墨西哥这个记者最危险的国家，至少有 104 人在 2007年被谋杀，世界新闻自由日不是其他日子。所以，当你想引发活着的记者和活动家以及他们死去的同事之间关于新闻自由、腐败、人权和政治的对话时，除了推特，没有其他媒体可以做这件事。这就是我们如何通过一夜之间让 4 名最相关的被谋杀记者的声音复活，激活他们的推特账户，从而实现不可能。背景背景在过去的 12 年里，至少有 104 名记者因调查和报道而丧生。所有这些罪行已经把墨西哥的各个州变成了沉默区，在那里犯罪组织和腐败的政府牢房似乎占了上风。Propuesta c í vica是一个非营利组织，为许多被谋杀的记者的家人提供法律支持，为他们的罪行伸张正义; 这对他们来说同样重要，作为遗产，让记者的工作引人注目。简介利用媒体代表墨西哥获得透明和可靠信息的权利，向因公牺牲的记者致敬，在世界新闻自由日这一周。目标为了提高人们对墨西哥新闻自由状态Propuesta c í vica所做工作以及murders统计数据背后的面孔 (和故事) 的认识。描述创意/见解 (30% 的选票) 在墨西哥，谋杀变得很正常。人们已经习惯了生活在死亡中。基于两年追踪搜索和社交媒体对话的研究显示，对相关事务的兴趣大幅下降: 对 “被谋杀的记者” 、 “言论自由” 的兴趣不到 3%，墨西哥互联网用户中的 “新闻自由”。那么，如果一些死去的记者回来说出他们自己杀戮背后的真相呢？只有Twitter允许我们这样做。在他们对调查进行了两年的研究后，在墨西哥哈维尔 · 瓦尔迪兹、米罗丝拉瓦 · 洛奇 4 名遇害记者的家人和同事的帮助和支持下，莫伊斯 · 桑切斯和何塞 · 阿曼多 · 罗德里格斯 · 卡雷翁在标签 # SeguimosHablando (# stillspeaking up) 下说出了他们的真相， Propuesta c í vica在世界新闻自由日前几天激活了他们的推特账户，这样他们就可以发表前所未有的文章，并与活着的同事和活动家进行对话。描述策略 (20% 的选票) • 目标受众新闻: 顶级新闻和媒体控股。关键意见领袖: 顶级记者、活动家和影响者。人权组织。一般人口。 • 媒体规划勇敢的激活 4 个零粉丝的Twitter账户，押注实现 100% 的有机增长，我们的原创内容作为唯一的兴趣来源。 • 方法快速吸引旅游观众至关重要。同时启动了值班记者的四个推特账户，提供关于其任务背景的重要信息，以及使其成为有组织犯罪和政府目标的工作;将符合他们自己对此事的兴趣，并作为世界新闻自由日的个人对话开始。关于我们 4 名记者的教育视频内容是在一个标签 # SeguimosHablando下为普通人群创建的，以使每个人都能加入对话。描述执行情况 (20% 的选票) • 实施和媒体渠道和整合。创建 4 个被谋杀的记者的 4 个推特账户，作为一个生态系统在他们之间互动，分享原创内容，总是使用 # SeguimosHablando (# StillSpeakingUp) 并提及 @ PropuestaCivica以增加其有机追随者; 以及主要的意见领袖和顶级新闻媒体将被跟踪。 • 时间线 4月25日，视频内容预告活动。4月29日发起了这场运动。 • 规模一切都是为了与国家和国际媒体合作，因为他们知道他们的报道将为Propuesta c í vica的工作提供所需的可见性。列出结果 (30% 的选票) 2019年4月29日全国热门话题。 45 名高调记者参与至少两次互动。 + 4337% 次关于暴力侵害新闻的对话 (甚至在世界新闻日自由开始之前)。关于这些主题的相关搜索证明了冷漠。 98% 积极的谈话，尽管有使用死亡影响者的风险。主要的国内和国际媒体报道，超过 300 的媒体印象 @ Propuestacivica + 30% 新有机高品质追随者 (国内和国际媒体控股，顶级记者，顶级名人和活动家，人权机构，外国大使馆)，导致a + 25% 对他们的盟友数据bAse。

# Stillspeaking up

案例简介：Why is this work relevant for Media? In Mexico, the most dangerous country to be a journalist, with at least 104 of them murdered since 2007, the World Press Freedom Day is not any other day. So, when you want to trigger a conversation between the journalists & activists that are still alive, and their dead colleagues, about press freedom, corruption human rights and politics, there's no other media to do it than Twitter. This is how we made the impossible, possible by putting 4 of the most relevant murdered journalists voices back to life, activating their Twitter accounts, overnight. Background Background At least 104 journalists were killed due to investigations and reporting, in the last 12 years. All these crimes have turned various states of Mexico into silence zones, where criminal organizations and corrupt government cells, seem to have the upper hand. Propuesta Cívica, is a non-profit organization that provides legal support to the families of many murdered journalists, on the pursuit of justice for their crimes; which is as important for them, as giving visibility to journalist’s work as a legacy. Brief To use media to make a stand for Mexican's right to access to transparent and reliable information, by paying tribute to journalists who have lost their lives in the line of duty, during the week of World Press Freedom Day. Objectives To raise awareness of the work done by Propuesta Cívica, the state of press freedom in Mexico, and the faces (and stories) behind the murders' stats. Describe the creative idea/insights (30% of vote) In Mexico murders became the normal. People got used to living among the death. Research based on two-year tracked searches and social media conversations showed a huge drop of interest on related matters: Less than 3% on “murdered Journalists”, “freedom of expression”, “free press” amongst Mexican internet users. So, what if some dead journalists come back to speak the truth behind their own killings? Only Twitter will allow us to do so. After 2 years of research on investigations done by them, with the help and support of the families and colleagues of 4 murdered journalists in Mexico, Javier Valdez, Miroslava Breach, Moisés Sánchez and José Armando Rodríguez Carreón spoke their truth under the hashtag #SeguimosHablando (#StillSpeakingUp), Propuesta Cívica activated their Twitter accounts, some days prior to the World Press Freedom Day, so they could publish unprecedented articles and get engaged in conversations with their alive colleagues and activists. Describe the strategy (20% of vote) • Target audience Press: Top news & media holdings. Key opinion leaders: Top Journalists, activists & influencers. Human rights Organisations. General Population. • Media planning The bravery to activate 4 Twitter accounts with zero followers, betting on achieving 100% organic growth, with our original content as the only source of interest. • Approach It was critical to attract tour audiences very quickly. Having the four twitter accounts from the journalists killed on duty launched at the very same time, providing important information about the context of their assignations alongside with the work that made them targets for the organized crime and government; would match their own interest on the matter and serve as a personal conversation starter regarding World Press Freedom Day. Educational video contents about our 4 journalists were created under one single hashtag #SeguimosHablando for general population in order to equip everyone to join the conversation. Describe the execution (20% of vote) • Implementation & Media channels and integration. To create 4 Twitter accounts of the 4 murdered journalists interacting among them as an ecosystem, sharing original content, always using #SeguimosHablando (#StillSpeakingUp) and mentioning @PropuestaCivica to increase its organic followers; as well as key opinion leaders and top newsmedia to be followed back. • Timeline April 25, video content teaser campaign. April 29 launching of the campaign. • Scale Everything was orchestrated to engage with national and international media holdings knowing that their coverage would give the visibility Propuesta Cívica's work needed. List the results (30% of vote) National Trending Topic on April 29th 2019. 45 High Profile Journalists involved with at least 2 interactions. +4337% conversations on violence against press (even before World Press Day Freedom started). Fighting proven apathy on related search about these topics. 98% possitive conversation, despite the risk of using dead influencers. Main national and international media coverage, with more than 300 media impressions @Propuestacivica +30% new organic high quality followers (National and international Media holdings, Top journalists, Top Celebs&activists, Human rights institutions, foreign embassies), resulted in a +25% on their allies data base.