Lessons in Herstory|海报/平面|广告营销案例【ADGuider广告指南】

赫斯故事的教训

案例简介：背景男女之间存在重大的权力失衡，这不是新闻。虽然解决不平衡问题进行了广泛的努力，但不平等现象仍然存在。进化论的女儿的任务是我们找到一个解决不平衡开始的地方: 青少年，他们的身份刚刚开始形成，因为他们在学校里了解世界。在我们的研究中，我们发现女性在课程中的代表性不足; 在美国历史教科书中，只有不到11% 的故事专门针对女性，这意味着孩子们没有看到可能发生的事情的全貌。照亮历史上女性的故事成为我们的目标。但一个主要的制约因素是，我们必须说服教科书公司在美国各地重写、再版和重新分配教科书。我们需要一个创造性的解决方案，可以在不改变教科书的情况下实现我们的目标。描述创意借助增强现实的力量，我们能够重写美国最受欢迎的历史教科书之一，而无需更改教科书。在Herstory应用程序中，学生能够扫描教科书中任何男人的任何照片，并解锁关于历史上一个被遗忘的女人的相关故事。例如，当一名学生扫描亚伯拉罕 · 林肯的照片时，他们会解开一个关于丽贝卡 · 波莫罗伊 (Rebecca Pomroy) 的故事，这位杰出的女人几乎总是被排除在林肯的叙述之外，尽管她在林肯的成功中扮演了重要角色。为了将这些有权势女性的故事栩栩生，我们决定用丰富多彩的插图和引人入胜的动画来利用AR的兴奋-与多年来未能改变的过时教科书的鲜明并列。描述策略我们挖掘了令人不安的数据，美国历史教科书中只有不到11% 的故事是关于女性的。这种性别代表失衡的后果是严重的。罗格斯大学的一项研究说得很好: “当女孩在课本上看不到自己时，我们的女儿知道，在我们国家的发展中，成为女性就是一个缺席的伴侣。” 这对青少年来说尤其重要，他们，心理分析学家声称，正处于身份形成的最脆弱的阶段，因为他们急切地仰望世界上的英雄和导师，为自己建立榜样。这让我们看到了我们的洞察力 -- “你不能成为你看不到的人” -- 以及我们的目标受众 -- 中学生。战略是照亮有权势的女性的故事，这样青少年就可以看到各种各样的英雄被赋予权力。描述执行我们在 “女性历史月” (Women's History) 期间在美国推出了 “赫斯故事” (Lessons in Herstory)，这是一个致力于庆祝女性贡献的时间，也是国家对历史上性别失衡问题的关注。为了在这个关键时期接触我们的目标受众，我们特意将AR技术放在我们受众已经在关注的地方: 在他们的手机上。我们还将课程放在中学，让教师开始将其纳入他们的历史课程中。这款应用程序被编程为识别美国最受欢迎的历史教科书之一中的男性肖像。最好的部分？该应用程序可以与任何教科书集成。列出结果在它的第一个月内，Lessons in Herstory获得了8400万的印象和超过11万的下载量。它也已经被学校采用，并在美国七个州实施课程。美国的历史机构已经与我们寻求合作伙伴关系，我们目前正在与史密森博物馆就推出史密森尼版的应用进行谈判。我们已经成功地接触了全国各地的学生，并为Herstory的课程建立了重要的联系，使其能够成长并接触到更多。我们甚至得到了著名的全球组织的关注，如联合国妇女署和世界经济论坛，并被邀请在瑞士举行的全球妇女峰会上发言-增加了我们从国家到全球的影响力，并扩大了我们围绕性别平等的对话的能力。

赫斯故事的教训

案例简介：Background It’s not news that there’s a major power imbalance between men and women. While there’s been a wide range of efforts to tackle the imbalance, inequality persists. Daughters of the Evolution tasked us with finding a solution that sits right where the imbalance begins: with adolescents, whose identities are just starting to take shape as they learn about the world in school. During our research we found that women are underrepresented in curricula; less than 11 percent of stories in US History textbooks are devoted to women, which means children aren’t seeing the full picture of what’s possible. It became our objective to illuminate the stories of women in history. But one major constraint is that we would have to convince textbook companies to rewrite, reprint and redistribute textbooks across America. We needed a creative solution that could bring our objective to life without physically changing textbooks. Describe the creative idea With the power of augmented reality, we were able to rewrite one of the most popular US History textbooks without changing the textbook at all. With the Lessons in Herstory app, students are able to scan any photo of any man in their textbook and unlock a related story about a forgotten woman in history. For example, when a student scans a photo of Abraham Lincoln, they’ll unlock a story about Rebecca Pomroy, a remarkable woman who is almost always left out of Lincoln’s narrative, despite the fact that she played a major role in his success. In order to bring these stories of powerful women to life, we decided to leverage the excitement of AR with colorful illustrations and engaging animations—a stark juxtaposition to the outdated textbooks that have failed to change throughout the years. Describe the strategy We unearthed the troubling data that less than 11 percent of the stories in US History textbooks are about women. The consequences of that gender-representation imbalance are severe. A Rutgers University study put it well: “When girls do not see themselves in the pages of textbooks, our daughters learn that to be female is to be an absent partner in the development of our nation.” This is particularly crucial for adolescents, who, psychoanalysts claim, are at the most vulnerable stage of identity formation as they eagerly look up to heroes and mentors in the world to model themselves after. This brought us to our insight—“you can’t be what you can’t see”—as well as our target audience—middle-schoolers. The strategy was to illuminate stories of powerful women so that adolescents could see a diverse range of heroes to be empowered by. Describe the execution We launched Lessons in Herstory in the US during Women’s History Month, a time dedicated to celebrating the contributions of women, and when the nation’s attention is on the gender-imbalance issue in history. To reach our target audience during this pivotal time, we deliberately put AR technology where our audience is already looking: on their cell phones. We also placed Lessons in Herstory in middle schools for teachers to begin incorporating it into their history curriculum. The app was programmed to recognize the portraits of men in one of the most popular US History textbooks. And the best part? The app can be integrated with any textbook. List the results Within its first month, Lessons in Herstory earned 88 million impressions and over 110,000 downloads. It’s also already been adopted in schools and implemented into curricula across seven US states. History institutions in the US have approached us for partnership, and we are currently in talks with the Smithsonian Museum about launching a Smithsonian edition of the app. We’ve successfully reached and empowered students across the country, and have forged important connections for Lessons in Herstory to enable it to grow and reach many more. We’ve even gotten the attention of notable global organizations, such as UN Women and the World Economic Forum, and have been invited to speak at the Global Summit of Women in Switzerland—increasing our reach from national to global, and amplifying our ability to move the conversation around gender equality.