Lynching in America: Confronting the Legacy of Racial Terror|海报/平面|广告营销案例【ADGuider广告指南】

美国的私刑: 对抗种族恐怖的遗产

案例简介：概要阿拉巴马州的民权非营利组织 “平等正义倡议” 认为，为了成为一个更加公正的国家，我们必须面对美国的种族暴力历史。EJI 花了几年时间研究美国的种族恐怖私刑，在一份报告中记录了他们的发现，超过 4,000 非裔美国人在美国被私刑。我们与 EJI 合作，将他们对美国私刑史的前所未有的研究带给广大观众。我们的目标是向新观众介绍 “美国私刑” 报告背后的信息。为此，我们帮助将报告转化为互动体验，让数百万人可以访问，将其核心信息整合到引人注目的文化时刻，并开发课程将这一信息带入课堂。结果我们的目标是达到 1500万用户，并将 100万用户吸引到该网站。除了硬数字，我们还想在文化中播下这个项目的种子，并与能够帮助传播这个词的关键影响者联系。我们打破了这些基准。我们的视频内容被观看了 4750万次，包括 300万次观看安东尼 · 雷 · 辛顿的故事，280万次观看 “奇怪的水果” 音乐视频, 以及布莱恩 · 史蒂文森在《特雷弗 · 诺亚的每日秀》上接受采访的 120万次观点。仅在第一周，我们就在推特、 Instagram 、 Tumblr 和 Facebook 上获得了 1.21亿个潜在印象。该网站被访问 130万次。超过 120 名拥有 6000万名追随者的有影响力的人分享了我们的内容，超过 102,000 人参加了展示我们作品的活动或博物馆。执行我们的美学灵感来自全国有色人种协进会标志性的 “昨天有人被私刑处死” 旗帜和抗议标志，旨在以最小的混乱做出大胆的声明。我们对我们的艺术方向采取了一种温和的方法，所以照片、视频和故事的全部重量都集中在一起。极简主义的设计方法总是把数据和背后的人的生命英雄化。在互动地图上，我们选择了一个简化的黑色，所以任何设计都代表了一个失去的生命和一个值得反思的故事。这些地图显示了各县种族恐怖私刑的范围，以及大移民是如何永远改变我们国家的人口统计数据的。在摄影方面，我们与成熟的和未来的非裔美国摄影师合作，为每一篇音频照片文章提供了独特的视角。活动描述我们的创意是将 EJI 的研究带到网上，用互动地图和叙事内容展示美国种族恐怖私刑的历史。我们想直观地说明种族恐怖私刑的范围, 但也超越了数据可视化，讲述受害者的故事 -- 或者那些至今仍在遭受这段历史影响的人。交互式地图提供了一个与数据互动并更完全理解数据的机会，同时也提供了与特定故事互动的机会。以私刑受害者后裔为特色的音频照片文章揭示了当今历史的持续影响, 一部简短的纪录片讲述了戴德曼-迈尔斯一家自 100 年前祖父私刑以来首次向南返回。然后，我们开始将内容整合到文化时刻，并与关键影响者联系，帮助尽可能多的人接触这一重要、及时的信息。

美国的私刑: 对抗种族恐怖的遗产

案例简介：Synopsis Equal Justice Initiative, an Alabama-based civil rights nonprofit, believes that in order to become a more just nation, we must face America’s history of racial violence. EJI spent years researching racial terror lynchings in America, documenting in a report their findings that over 4,000 African Americans were lynched in the United States. We collaborated with EJI to bring their unprecedented research on the history of lynching in America to a wide audience. Our objective was to introduce the message behind the “Lynching in America” report to new audiences. To do this, we helped transform the report into an interactive experience, accessible to millions, integrated its core messaging into high-profile cultural moments, and developed curriculum to bring this message into the classroom. Outcome Our goals were to reach 15 million users and drive 1 million users to the site. Beyond hard numbers, we wanted to seed the project within culture and connect with key influencers who could help spread the word. We blew those benchmarks away. Our video content was viewed 47.5 million times, including 3 million views of Anthony Ray Hinton’s story, 2.8 million views the “Strange Fruit” music video, and 1.2 million views of Bryan Stevenson’s interview on “The Daily Show with Trevor Noah”. We received 121 million potential impressions across Twitter, Instagram, Tumblr, and Facebook in the first week alone. The site was visited 1.3 million times. Over 120 influencers with a combined followership of 60 million shared our content, and over 102,000 people attended an event or a museum where our work was on display. Execution Our aesthetic was inspired by NAACP’s iconic “A man was lynched yesterday” flag and protest signs, meant to make a bold statement with minimal clutter. We went for a subdued approach to our art direction so the full weight of the photos, videos, and stories were in focus. The minimalist design approach was always about heroizing the data and the human lives behind it. On the interactive map, we opted for a simplified black so any design represented a life lost and a story worth reflecting on. These maps show the scope of racial terror lynchings by county and how the Great Migration forever altered our nation’s demographics. For photography, we partnered with established and up-and-coming African American photographers for each audio photo essay, all of whom brought a unique perspective to each story. CampaignDescription Our creative idea was to bring EJI's research to life online, showing America's history of racial terror lynchings with interactive maps and narrative content. We wanted to visually illustrate the scope of racial terror lynchings, but also go beyond data visualization and tell the stories of the victims—or those who are still suffering the effects of this history to this day. An interactive map presents an opportunity to interact with and more completely understand the data, while engaging with specific stories. Audio photo essays featuring the descendents of lynching victims reveal the ongoing impact of this history today, while a short documentary follows the Dedman-Miles family as they return South for the first time since their grandfather’s lynching 100 years ago. We then set out to integrate the content into cultural moments and connect with key influencers to help expose as many people to this important, timely message as possible.