Closer Than You Think|海报/平面|广告营销案例【ADGuider广告指南】

比你想象的要近

案例简介：背景联合国妇女署是性别平等的全球倡导者，致力于制定和维护标准，并创造一个环境，使每个妇女和女孩都能行使其人权并充分发挥其潜力。自1989年以来，冰岛妇女署全国委员会致力于提高当地对该组织满足全世界妇女需求的总体目标的认识。我们熟悉联合国妇女署为提高对冰岛以外基于性别的暴力的认识而成功开展的运动。我们在最初的简报中的任务是提高国外对这一问题的认识，通过流行歌星和社交媒体影响者针对年轻人。但是我们与客户合作，扩大了男性的人口统计范围，并将问题也带到了冰岛，以扩大对目标受众的信息。描述您所在地区的文化/社会/政治气候以及在此背景下您的竞选活动的重要性根据WEF全球性别差距指数，冰岛是当今世界上性别最平等的社会。但是，这种光辉的声誉也是该国的致命弱点: 许多冰岛人认为基于性别的暴力是一个仅在其边界之外存在的问题，尤其是冰岛人。作为回应，联合国妇女署冰岛希望将HeForShe团结运动本地化，以使更多的冰岛男子不仅在海外遥远的国家，而且在自己的后院，参与打击基于性别的暴力的斗争。为此，我们邀请了来自冰岛社会不同领域的几位极具影响力的男性参加-充当榜样的男性，其声音受到其他冰岛男性的关注的男性以及为理想的冰岛男性气概树立标准的男性。他们包括一位年轻的嘻哈明星，一位著名的商业领袖，一位受到年轻人钦佩的足球教练，一位受人尊敬的文学人物，一场儿童表演的受人爱戴的主持人以及一些日常的男人。不管他们的背景如何，所有的男人都对坐在他们面前的女人有着同样凄美、发自内心的反应，表现出脆弱和同情。描述创意一系列冰岛男子，包括来自冰岛社会的不知名面孔和知名人物，被要求大声朗读世界各地妇女基于性别的暴力的真实，未经审查的故事。完成最后一个文本后，他们得知递给他们文本的女人-坐在他们对面的冰岛女人-是他们刚刚完成故事的女人。对这些人的影响是直接的，无疑是令人心碎的，因为他们的面孔记录了他们刚刚说出的故事。反过来，观众会体验到男人的真实情感和脆弱性，他们认识到基于性别的暴力与他们之间的距离。最后，观众被引导到联合国妇女署冰岛网站，在那里他们可以登记声援谴责基于性别的暴力。描述策略我们从目标人群开始制定策略: 18至65岁的冰岛男性。我们的主要挑战是，大多数冰岛男子感到与基于性别的暴力问题脱节，因为它经常被视为海外发展中国家的一个问题。因此，事实证明，冰岛男人，尤其是中年冰岛男人，对以前的努力相当抗拒。然后，我们的策略是为冰岛人找到一种以真实的方式与这些问题联系起来的方法，从而引起引人注目的情绪反应。我们必须为冰岛男人证明，基于性别的暴力比您想象的要近。随着新觉醒的意识和参与打击基于性别的暴力的意愿，目标受众被指示采取行动，承诺在联合国妇女署冰岛网站上给予支持，并通过所有社交媒体渠道分享信息 (和视频)。描述执行情况我们选择听这些由男人的声音讲述的故事，这些故事会对其他男人大声说话。然而，我们不希望这场运动是关于男性代表或拯救女性，而是关于男性表现出她们的脆弱性和对基于性别的暴力的真正同情。为了实现这种真实的情感，男人被置于一种情况下，他们将不得不面对基于性别的暴力故事背后的真实女人。媒体计划的重点是社交媒体和其他在线平台，在这些平台上，我们可以最大程度地接触目标受众，并受益于观众分享如此引人入胜的视频的自然意愿。在YouTube和Twitter的支持下，Facebook视频是该活动的主要内容。该视频还作为电视广告播出了十天，以提高人们的知名度以及一些支持该运动的户外广告。描述结果/影响在最初的24小时内，该运动已经达到或超过了其目标，并被冰岛所有主要媒体报道。的视频播放后，re在网上和整个社会上都引起了广泛的讨论。在联合国妇女署冰岛网站上的团结承诺目标: 4,500 结果: 5,364 视频后的电话筹款活动目标: 增加每月捐助者300 结果: 在10天内，超过20% 个新的捐助者签署了2018年，目标远远超出了视频视图目标: 100,000视图结果: 来自Facebook，YouTube和Twitter的总观看次数为385,297次 (注: 当时冰岛的总人口不到360,000人) 参与目标: 10,000人们参与社交媒体上的内容结果: 至少21,303或213% 超过目标赢得媒体目标: 广泛的媒体讨论结果: 目标达到20家媒体发布报道

比你想象的要近

案例简介：Background UN Women is the global champion for gender equality, working to develop and uphold standards and create an environment in which every woman and girl can exercise her human rights and live up to her full potential. Since 1989, Iceland’s National Committee of UN Women has worked towards raising local awareness of the organization’s overarching goals of meeting the needs of women worldwide. We were familiar with successful campaigns undertaken by UN Women to increase awareness of gender-based violence outside of Iceland. And our task in the original brief was to raise awareness of the issue abroad, targeting young men through pop stars and social media influencers. But we worked with the client to broaden the demographic of men and bring the issue home to Iceland as well to amplify the message for our target audience. Describe the cultural/social/political climate in your region and the significance of your campaign within this context Iceland is the most gender-equal society in the world today according to the WEF Global Gender Gap Index. But this shining reputation is also the nation’s Achilles heel: many Icelanders think of gender-based violence as a problem that exists only beyond its borders—especially Icelandic men. In response, UN Women Iceland wanted to localize the HeForShe solidarity movement in an effort to bring more Icelandic men into the fight against gender-based violence not only in distant nations overseas, but also in their own backyard. To this end, we enlisted the participation of several highly influential men from different arenas of Icelandic society—men who serve as role models, men whose voices are heeded by other Icelandic men and men who set the bar for idealized Icelandic masculinity. They include a young hip-hop star, a celebrated business leader, a football coach admired by young people, a venerated literary figure, the beloved host of a children’s show and a few everyday men. Regardless of their background, all the men shared in the same poignant, heartfelt reaction to the woman sitting in front of them, demonstrating vulnerability and empathy. Describe the creative idea A series of Icelandic men, both unknown faces and well-known figures from across Icelandic society, are asked to read aloud the true, uncensored stories of gender-based violence from women around the world. Upon finishing the last text they learn that the woman who handed them the texts—the Icelandic woman sitting across from them—is the woman whose story they have just finished. The impact on the men is immediate and unmistakably heartbreaking as their faces register whose story they have just uttered. The viewer, in turn, experiences the authentic emotion and vulnerability of men recognizing how close gender-based violence is to them. In closing, viewers are directed to the website for UN Women Iceland where they can register their solidarity in condemning gender-based violence. Describe the strategy We started developing our strategy from the target demographic: Icelandic men from ages 18 to 65. Our main challenge was that most Icelandic men felt disconnected with the issue of gender-based violence as it is often dismissed as a problem for developing nations overseas. As such, Icelandic men, and especially middle-aged Icelandic men, have proven quite resistant to previous efforts. Our strategy was then to find a way for Icelandic men to connect with these issues in an authentic way that would elicit a compelling, emotional response. We had to demonstrate for Icelandic men that gender-based violence is closer than you think. With a newly awakened awareness and willingness to participate in the fight against gender-based violence, the target audience is directed to take action by pledging their support on UN Women Iceland’s site and sharing the message (and video) via all social media channels. Describe the execution We chose to hear these stories told by the voices of men, which would speak loudly to other men. However, we did not want the campaign to be about men representing or saving women, but rather about men showing their vulnerability and an outpouring of authentic empathy for gender-based violence. To achieve this authentic emotion the men were put in a situation where they would have to confront the real woman behind a story of gender-based violence. The media plan focused on social media and other online platforms, where we could have the greatest exposure to our target audience and benefit from viewers’ natural inclination to share such a compelling video. The Facebook video was the mainstay of the campaign, supported by YouTube and Twitter. The video also aired as a television ad for ten days to increase awareness as well as some outdoor advertisements in support of the campaign. Describe the results/impact In the first 24 hours the campaign had already met or exceeded its objectives and was covered by all major media outlets in Iceland. There was both tremendous discussion online and in society in general in the wake of the video. Pledges for solidarity on UN Women Iceland site Objective: 4,500 Outcome: 5,364 Phone fundraiser in wake of video Objective: increase monthly donors by 300 Outcome: in 10 days over 20% of new donors in 2018 had been signed and the objective was far exceeded Video views Objective: 100,000 views Outcome: 385,297 views total from Facebook, YouTube and Twitter (NB: the total population of Iceland at the time was just under 360,000 people) Engagement Objective: 10,000 people engaging with the content on social media Outcome: at least 21,303 or 213% over the target Earned media Objective: widespread media discussion Outcome: Objective reached with 20 media outlets releasing coverage