Give Nothing to Racism|短视频|广告营销案例【ADGuider广告指南】

对种族主义一无所知

案例简介：概要新西兰人很快就说他们思想开放，公平。但是新西兰人权委员会收到的 3 起投诉中有 1 起是关于种族歧视的，还有更多的投诉没有报告。随着种族主义的上升，我们需要新西兰人看到种族主义开始很小，甚至只给种族主义一点帮助也在帮助它成长。战略针对那些认为自己尊重其他种族的受过教育的城市新西兰人，我们采访了全国各地的新西兰人，发现了我们广大观众的核心价值: 他们是好人，不相信种族主义以任何方式存在的权利。但是，他们也告诉我们，他们有时会让随便的种族主义评论和行动 -- 要么是他们自己的，要么是其他人的 -- 在线上和离线，因为这似乎是无害的。然而，它并不是无害的。当我们原谅它，给它呼吸的空间，被动地支持它时，种族主义就会继续存在。我们需要向他们展示那些 “没什么” 是随意的种族主义 “东西”。这需要一个直接的挑战，但是媒体、组织和日常新西兰人可以拥有和使用的东西在现实世界的社会环境中，在新闻报道中，表达他们的支持, 在社交媒体对话中，抓住竞选并进一步传播。相关性随意的种族主义在新西兰盛行。因为它 “很小”，我们嘲笑它，忽视它，并在它蔓延到流行文化和主流媒体报道中时接受它。所以，它生长。在一段挑衅性的在线视频中，好莱坞导演兼新西兰年度泰卡 · 怀蒂蒂向整个国家提出了一个问题: 你会给种族主义带来什么？“不给种族主义任何东西” 给了这个国家和我们的媒体一个标准，一个框架甚至最小的种族主义的方法，并引发了一场关于偶然种族主义的公开全国对话。结果这场运动的收视率超过了新西兰的全体人口，它已经覆盖了 187 个国家，所有当地新闻媒体都广泛报道，《卫报》、《独立报》和《每日电讯报》也在国际上广泛报道, 其他受人尊敬的评论员。种族主义是一个充满政治色彩和不稳定的话题; 然而，大多数新闻报道使用积极的语言来描述 “聪明” 的方法。这是重要的背景，因为媒体可以发出的最明显的信号是，这种思维是在背景下进行的，它承认需要。不给种族主义任何东西已经开始了一场关于因果种族主义影响的新对话。•79% 没有看到任何东西的人认识到即使是小的种族主义行为也可能是有害的 40% 思考他们自己的观点和与种族主义相关的行为 26% 与其他人谈论种族主义 14% 改变了他们的观点对不同种族背景的人的行为学校和体育组织现在正与新西兰人权委员会合作，以确定随意种族主义的影响，并设定新的标准。我们的三个主要城市已经通过了它，它被提交给联合国种族不公正委员会，作为新西兰反对种族主义的重要行动。它继续被用来帮助构建新闻故事和事件。“不给种族歧视任何东西” 是 2018 消除种族歧视国际日的主题和信息，活动在全国各地 (包括在政府大楼) 举行。执行 2017年6月5日，Taika Waititi 在网上向他的追随者分享了这段视频，并从人权委员会获得了更多的帖子。在社交网站上，我们要求新西兰人在公共论坛上重新思考他们对偶然种族主义的看法，以引发人们以前忽视或容易忽视的话题的对话。“不给种族主义任何东西” 在这些辩论中被用作答案，不断被用作重新构建在线对话和随意种族主义的工具。我们确定了活跃的社会评论员、各行各业的企业、教育机构、市议会，以及来自不同行业和种族的 50 多位有影响力的新西兰名人。我们为每一种方法开发了个性化的方法，在支持上下文文档的同时播种视频，以鼓励他们在发布时推广这个想法。为主流和少数群体新闻媒体量身定制的媒体发布确保了新西兰人对讨论的广泛和准确的框架，以质疑他们的态度并支持这场运动。活动描述谈到上诉，每个人都明白每一点都有所不同。所以我们的呼吁也是如此，向新西兰人展示了他们放弃的每一点偶然的种族主义都在增加，并为更大的事业做出了贡献。在相反的呼吁下，我们要求人们质疑他们想给种族主义多少钱。这使得即使是最小的比特数，所以他们感到不舒服喂养它，容忍它，并允许它成长，而是致力于给种族主义没有笑声，没有微笑, 没有积极的反应，没有支持。什么都不给“种族主义” 给了人们一个标准，也给了人们一种方法来应对现实世界和在线上最小的种族主义例子。

对种族主义一无所知

案例简介：Synopsis Kiwis are quick to say they’re open minded and fair. But 1 in 3 complaints to the NZ Human Rights Commission is about racial discrimination, and many more go unreported. With racism on the rise, we needed New Zealanders to see that racism starts small, and that even giving only a little to racism was helping it grow. Strategy Targeting educated, urban New Zealanders who consider themselves respectful of other races, we interviewed Kiwis across the country and discovered a core value of our broad audience: they’re good people who didn’t believe in racism’s right to exist in any way. But, they also told us, they sometimes let casually racist comments and actions slide – either their own, or someone else’s – both online and offline because it seemed harmless. And yet, it wasn’t harmless. Racism lives on when we excuse it, give it room to breathe, and passively endorse it. We needed to show them those ‘nothings’ were casually racist ‘somethings’. This needed to be a direct challenge, but something media, organisations, and everyday New Zealanders could own and use to express their support in real world social situations, in news coverage, and in social media conversations, taking hold of the campaign and spreading it further. Relevancy Casual racism is alive and well in New Zealand. Because it’s ‘little’, we laugh it off, ignore it, and accept it as it creeps into popular culture and mainstream media coverage. And so, it grows. In a provocative online video, Hollywood director and New Zealander of the Year Taika Waititi challenged the entire country with the question: what will you give to racism? ‘Give Nothing to Racism’ gave the country and our media a standard to live up to, a way to frame even the smallest racism, and kicked off a public national conversation about casual racism. Outcome Viewed more times than the entire population of New Zealand, the campaign has reached 187 countries, covered extensively by all local news outlets, and internationally by The Guardian, The Independent, and The Telegraph, among other respected commentators. Racism is a politically-charged and volatile topic; however, the majority of news coverage used positive language to describe the “clever” approach. This is important context, because the clearest signal a media outlet can give that it's onside with this type of thinking is setting the campaign in context, which acknowledges need. Give Nothing to Racism has started a new conversation about the impact of causal racism. • 79% of people who saw Give Nothing recognized that even small acts of racism can be harmful • 40% thought about their own views and behaviours related to racism • 26% talked with others about racism • 14% changed their behaviour towards people of different racial backgrounds Businesses, schools and sports organisations are now working with the NZ Human Rights Commission to identify the impact of casual racism, and set a new standard. Three of our major cities have adopted it, and it was presented to the UN Committee on Racial Injustice as a significant action NZ has taken against racism. It continues to be used to help frame news stories and events. ‘Give Nothing to Racism’ is the theme and message for 2018 International Day for the Elimination of Racial Discrimination, with events held all over the country (including at Government House). Execution Taika Waititi shared the video to his followers online on June 5th 2017, with additional posts from HRC. Launching in social, we challenged Kiwis to rethink their views on casual racism in a public forum to spark conversations around a topic people previously ignored or easily brushed off. ‘Give Nothing to Racism’ served as an answer in those debates, used continually as a tool to reframe online conversations and examples of casual racism. We identified active social commentators, businesses across all sectors, educational institutions, city councils, and over fifty influential Kiwi celebrities from across industries and ethnicities. We developed personalised approaches to each, seeding out the video alongside supporting context documents to encourage them to popularise the idea from launch. Tailored media releases for both mainstream and minority group news outlets ensured widespread and accurate framing of the discussion for New Zealanders to question their attitudes and own the campaign. CampaignDescription When it comes to appeals, everyone understands that every little bit adds up and makes a difference. So our appeal did the same, showing Kiwis that every little tiny bit of casual racism they were giving was adding up and contributing to the bigger cause. With the reverse appeal, we challenged people to question how much they wanted to give to racism. This made even the smallest bit count, so they felt less comfortable feeding it, tolerating it, and allowing it to grow, and instead committed to giving racism no laughs, no smiles, no positive reactions, no support. ‘Give Nothing to Racism’ gave people a standard to live up to, and a way to respond to even the smallest examples of racism, in the real world and online.