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100 字pain_ting
案例简介：为什么这项工作与媒体相关？ 100 字通过社会热议和大量赚来的媒体报道，绘画成为一种全国性的现象。父母们了解到面对他们自己孩子令人心碎的绘画，伤人的话语是多么有害。公众通过我们的在线/离线展览来到了令人震惊的实现。名人在他们的Instagram频道上分享儿童绘画帮助这场运动像病毒一样传播开来。艺术家的 “我不会” 标志和 “与你一起” 绘画在SNS上分享。内容提供了媒体的来源，人们也发挥了重要作用。这次 100 周年纪念活动增加了 “拯救儿童” 作为儿童权利非政府组织的存在。 背景 救助儿童会远远落后于联合国儿童基金会和韩国当地非政府组织。为了增加其作为儿童权利非政府组织的存在，计划开展一场百年运动，以提高广大公众的认识。该机构决定继续进行辱骂而不是身体虐待的有害影响，以获得公众的同情。最后，我们想灌输这样一种观点，即孩子不是父母的财产，而是成熟的个人 描述创意/见解 (30% 的选票) 迄今为止，从成人的角度推动了儿童权利运动。我们认为孩子们必须表达自己才能移动目标的思维。 我们和两位儿童心理学家一起研究并缩小了 100 个伤人的单词。然后我们挑选了 297 个孩子，年龄从 3 岁到 16 岁，让他们选择最让自己痛苦的词语，通过绘画来表达这种情感。我们认为绘画是一种更有效的表达方式，因为孩子们在语言上不如成年人强大。 我们邀请家长观看他们自己的儿童绘画，并为公众举办了在线和离线展览。我们创建了一个有趣的界面来猜测每幅画背后代表了哪些伤人的词语，并提供了专家建议、替代词语和自我清单，这些都有助于激发真正的变化。人们通过各自的社交网站与相应的绘画分享 “我不会” 签名。 描述策略 (20% 的选票) 统计数据显示，在韩国，父母权利被视为最重要的价值观之一。有一种观点认为，孩子不是独立的个体，而是父母的财产。他们在管教孩子时经常说伤人的话，却没有意识到破坏性的影响。 对于需要直接行为改变的核心目标，我们选择了年龄在 3-18 岁之间的父母。然后，我们为第二个目标群体选择了更广泛的受众，使其成为整个国家的问题。 作为一个非政府组织，我们遭受预算赤字。因此，最初，我们将活动视频放在媒体支出最少的付费媒体上，以产生在线兴趣，然后利用我们自己的媒体继续推动活动。我们相信在社交网站上分享的孩子们的画会像病毒一样传播开来，因为他们非常情绪化，会吸引公众。 描述执行情况 (20% 的选票) _ 2018年12月3日 -- 2019年1月4日，在两位儿童心理学博士的帮助下，我们选择了 100 个伤人的词。 _ 1月7日-2019年1月14日，297 名儿童，年龄从 3 岁到 16 岁，选择了单词并描绘了他们对这些单词的感受。 _ 2019年1月15日，他们的父母被邀请到画廊观看他们自己孩子的画。 _ 2月22日，我们开通了我们的数字展览网站。 _ 为了吸引搜索和网站访问，1) 通过Youtube/ Jtbc以最少的花费 16万美元上传了描绘绘画和父母反应的视频。(2月，22-3月，14，2019) 2) DA被放置在一个门户网站和学校应用程序与 20,000 美元。(2月 22 日-3月 21 日 2019) _ 2月28日-3月14日，我们在韩国最大的展览场地举办了我们的线下展览。 列出结果 (30% 的选票) 短短 1 个月，我们取得了以下成果: _ 3800万赢得的媒体印象。 _ 100万个展览观众 (继梵高之后的韩国第二个最受欢迎的画展) _ 大量媒体报道-主要报纸、新闻杂志和电视台报道了我们的活动。 _ 在全国主要城市充斥着离线展览的请求 -- 今年还计划举办 11 场。 _ 收到 3 家出版公司的邀请-一本关于该活动的书将于 2019年5月出版。 _ 由Instagram上的名人自发分享。 _ 多个政府办公室、市教育办公室和儿童医院自愿通过自己的媒体渠道传输视频 _ 家长对在线社区表示遗憾，产生了超过一百万的浏览量。
100 字pain_ting
案例简介：Why is this work relevant for Media? 100 WORDS PAIN_TING became a nationwide phenomenon through social buzz and massive earned media coverage. Parents learned how damaging hurtful words can be facing the heartbreaking painting of their own child. The public came to the shocking realization through our online/offline exhibitions. The celebrities’ sharing of children’s paintings on their Instagram channels helped the campaign go viral. “I WILL NOT” signs and “WITH YOU” paintings by artists were shared on SNS. Content provided the source of media and people played a significant role as well. This 100th Anniversary campaign increased Save The Children’ s presence as a children’s rights NGO. Background Save The Children lagged far behind UNICEF and local NGOs in Korea. In order to increase its presence as a children's rights NGO, a centennial campaign was planned to raise awareness among the wider public. The agency decided to proceed with the detrimental effects of verbal abuse rather than physical abuse to gain public sympathy. In the end, we wanted to instill the view that children are not parents' property but full-fledged individuals Describe the creative idea/insights (30% of vote) Until now, Children’s Rights campaigns were promoted from the perspective of adults. We thought children had to express themselves to move the mind of the targets. We researched and narrowed down 100 hurtful words with two child psychologists. We then selected 297 children, ranging from ages 3 to 16, and asked them to choose words that were most painful to them and express this emotion through painting. We thought painting was a more effective way of expressing themselves as children are not as strong as adults at verbal language. We invited parents to view their own children's paintings and held online and offline exhibitions for the public. We created an interesting interface to guess which hurtful words are represented behind each painting and provided expert advice, alternative words and self-checklists that had helped inspire real change. People shared “I WILL NOT” signatures with the corresponding paintings through their respective SNS. Describe the strategy (20% of vote) Statistics show that in South Korea parental rights is regarded as one of the most important values. There is a view that children are not independent individuals, but parents' property. They often say hurtful things when disciplining their children and are not aware of the damaging repercussions. For core targets that require direct behavioral change, we selected parents with children between the ages of 3-18. We then selected a wider audience for second target group to make it an issue of the whole country. As an NGO, we suffer from budgetary deficit . So initially, we put campaign videos on paid media with the least amount of media spending to generate online interest and then harnessed our own media to continue to booster the campaign. We believed the children’s painting shared on SNS help go viral because they are very emotional and would appeal to the public. Describe the execution (20% of vote) _ December 3, 2018 – January 4, 2019, we selected 100 hurtful words with the help of two doctors with PhDs in Child Psychology. _ January 7 – January 14, 2019, 297 children, ranging from ages 3 to 16, chose words and paint how they felt about these words. _ On January 15, 2019, their parents were invited to the gallery to view their own child’s painting. _ On February 22, we opened our Digital Exhibition website. _ To induce searching and site visiting, 1) Videos that sketched the paintings and parents’ reaction were uploaded through Youtube/ Jtbc with the least spending, 0.16 million U.S dollars. (Feb, 22 - Mar, 14, 2019) 2) DA were placed on one portal site and school app with 20 thousands U.S dollars. (Feb, 22 - Mar, 21, 2019) _ February 28– March 14, we held our offline exhibition at Korea’s largest exhibition venue. List the results (30% of vote) IN JUST 1 MONTH, we achieved the following results: _ 38 million EARNED MEDIA IMPRESSIONS. _1 million EXHIBITION AUDIENCES (THE SECOND MOST- VISITED painting exhibition in South Korea behind Van Gogh) _ Massive media coverage - major newspapers, news magazines, and television stations reported our campaign. _ Flooded with requests for offline exhibitions in major cities across the country — eleven more are planned for this year. _ Received offers from 3 publishing companies — a book about the campaign will be published in coming May 2019. _ Spontaneously shared by celebrities on Instagram. _ A number of government offices, city offices of education and children's hospitals voluntarily transmit the video on their own media channels _ Parents expressed their regret on online communities, generating more than a million views.
100 words pain_ting
案例简介：为什么这项工作与媒体相关？ 100 字通过社会热议和大量赚来的媒体报道，绘画成为一种全国性的现象。父母们了解到面对他们自己孩子令人心碎的绘画，伤人的话语是多么有害。公众通过我们的在线/离线展览来到了令人震惊的实现。名人在他们的Instagram频道上分享儿童绘画帮助这场运动像病毒一样传播开来。艺术家的 “我不会” 标志和 “与你一起” 绘画在SNS上分享。内容提供了媒体的来源，人们也发挥了重要作用。这次 100 周年纪念活动增加了 “拯救儿童” 作为儿童权利非政府组织的存在。 背景 救助儿童会远远落后于联合国儿童基金会和韩国当地非政府组织。为了增加其作为儿童权利非政府组织的存在，计划开展一场百年运动，以提高广大公众的认识。该机构决定继续进行辱骂而不是身体虐待的有害影响，以获得公众的同情。最后，我们想灌输这样一种观点，即孩子不是父母的财产，而是成熟的个人 描述创意/见解 (30% 的选票) 迄今为止，从成人的角度推动了儿童权利运动。我们认为孩子们必须表达自己才能移动目标的思维。 我们和两位儿童心理学家一起研究并缩小了 100 个伤人的单词。然后我们挑选了 297 个孩子，年龄从 3 岁到 16 岁，让他们选择最让自己痛苦的词语，通过绘画来表达这种情感。我们认为绘画是一种更有效的表达方式，因为孩子们在语言上不如成年人强大。 我们邀请家长观看他们自己的儿童绘画，并为公众举办了在线和离线展览。我们创建了一个有趣的界面来猜测每幅画背后代表了哪些伤人的词语，并提供了专家建议、替代词语和自我清单，这些都有助于激发真正的变化。人们通过各自的社交网站与相应的绘画分享 “我不会” 签名。 描述策略 (20% 的选票) 统计数据显示，在韩国，父母权利被视为最重要的价值观之一。有一种观点认为，孩子不是独立的个体，而是父母的财产。他们在管教孩子时经常说伤人的话，却没有意识到破坏性的影响。 对于需要直接行为改变的核心目标，我们选择了年龄在 3-18 岁之间的父母。然后，我们为第二个目标群体选择了更广泛的受众，使其成为整个国家的问题。 作为一个非政府组织，我们遭受预算赤字。因此，最初，我们将活动视频放在媒体支出最少的付费媒体上，以产生在线兴趣，然后利用我们自己的媒体继续推动活动。我们相信在社交网站上分享的孩子们的画会像病毒一样传播开来，因为他们非常情绪化，会吸引公众。 描述执行情况 (20% 的选票) _ 2018年12月3日 -- 2019年1月4日，在两位儿童心理学博士的帮助下，我们选择了 100 个伤人的词。 _ 1月7日-2019年1月14日，297 名儿童，年龄从 3 岁到 16 岁，选择了单词并描绘了他们对这些单词的感受。 _ 2019年1月15日，他们的父母被邀请到画廊观看他们自己孩子的画。 _ 2月22日，我们开通了我们的数字展览网站。 _ 为了吸引搜索和网站访问，1) 通过Youtube/ Jtbc以最少的花费 16万美元上传了描绘绘画和父母反应的视频。(2月，22-3月，14，2019) 2) DA被放置在一个门户网站和学校应用程序与 20,000 美元。(2月 22 日-3月 21 日 2019) _ 2月28日-3月14日，我们在韩国最大的展览场地举办了我们的线下展览。 列出结果 (30% 的选票) 短短 1 个月，我们取得了以下成果: _ 3800万赢得的媒体印象。 _ 100万个展览观众 (继梵高之后的韩国第二个最受欢迎的画展) _ 大量媒体报道-主要报纸、新闻杂志和电视台报道了我们的活动。 _ 在全国主要城市充斥着离线展览的请求 -- 今年还计划举办 11 场。 _ 收到 3 家出版公司的邀请-一本关于该活动的书将于 2019年5月出版。 _ 由Instagram上的名人自发分享。 _ 多个政府办公室、市教育办公室和儿童医院自愿通过自己的媒体渠道传输视频 _ 家长对在线社区表示遗憾，产生了超过一百万的浏览量。
100 words pain_ting
案例简介：Why is this work relevant for Media? 100 WORDS PAIN_TING became a nationwide phenomenon through social buzz and massive earned media coverage. Parents learned how damaging hurtful words can be facing the heartbreaking painting of their own child. The public came to the shocking realization through our online/offline exhibitions. The celebrities’ sharing of children’s paintings on their Instagram channels helped the campaign go viral. “I WILL NOT” signs and “WITH YOU” paintings by artists were shared on SNS. Content provided the source of media and people played a significant role as well. This 100th Anniversary campaign increased Save The Children’ s presence as a children’s rights NGO. Background Save The Children lagged far behind UNICEF and local NGOs in Korea. In order to increase its presence as a children's rights NGO, a centennial campaign was planned to raise awareness among the wider public. The agency decided to proceed with the detrimental effects of verbal abuse rather than physical abuse to gain public sympathy. In the end, we wanted to instill the view that children are not parents' property but full-fledged individuals Describe the creative idea/insights (30% of vote) Until now, Children’s Rights campaigns were promoted from the perspective of adults. We thought children had to express themselves to move the mind of the targets. We researched and narrowed down 100 hurtful words with two child psychologists. We then selected 297 children, ranging from ages 3 to 16, and asked them to choose words that were most painful to them and express this emotion through painting. We thought painting was a more effective way of expressing themselves as children are not as strong as adults at verbal language. We invited parents to view their own children's paintings and held online and offline exhibitions for the public. We created an interesting interface to guess which hurtful words are represented behind each painting and provided expert advice, alternative words and self-checklists that had helped inspire real change. People shared “I WILL NOT” signatures with the corresponding paintings through their respective SNS. Describe the strategy (20% of vote) Statistics show that in South Korea parental rights is regarded as one of the most important values. There is a view that children are not independent individuals, but parents' property. They often say hurtful things when disciplining their children and are not aware of the damaging repercussions. For core targets that require direct behavioral change, we selected parents with children between the ages of 3-18. We then selected a wider audience for second target group to make it an issue of the whole country. As an NGO, we suffer from budgetary deficit . So initially, we put campaign videos on paid media with the least amount of media spending to generate online interest and then harnessed our own media to continue to booster the campaign. We believed the children’s painting shared on SNS help go viral because they are very emotional and would appeal to the public. Describe the execution (20% of vote) _ December 3, 2018 – January 4, 2019, we selected 100 hurtful words with the help of two doctors with PhDs in Child Psychology. _ January 7 – January 14, 2019, 297 children, ranging from ages 3 to 16, chose words and paint how they felt about these words. _ On January 15, 2019, their parents were invited to the gallery to view their own child’s painting. _ On February 22, we opened our Digital Exhibition website. _ To induce searching and site visiting, 1) Videos that sketched the paintings and parents’ reaction were uploaded through Youtube/ Jtbc with the least spending, 0.16 million U.S dollars. (Feb, 22 - Mar, 14, 2019) 2) DA were placed on one portal site and school app with 20 thousands U.S dollars. (Feb, 22 - Mar, 21, 2019) _ February 28– March 14, we held our offline exhibition at Korea’s largest exhibition venue. List the results (30% of vote) IN JUST 1 MONTH, we achieved the following results: _ 38 million EARNED MEDIA IMPRESSIONS. _1 million EXHIBITION AUDIENCES (THE SECOND MOST- VISITED painting exhibition in South Korea behind Van Gogh) _ Massive media coverage - major newspapers, news magazines, and television stations reported our campaign. _ Flooded with requests for offline exhibitions in major cities across the country — eleven more are planned for this year. _ Received offers from 3 publishing companies — a book about the campaign will be published in coming May 2019. _ Spontaneously shared by celebrities on Instagram. _ A number of government offices, city offices of education and children's hospitals voluntarily transmit the video on their own media channels _ Parents expressed their regret on online communities, generating more than a million views.
100 字pain_ting
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100 words pain_ting
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