The Colour Of Corruption|海报/平面|广告营销案例【ADGuider广告指南】

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腐败的色彩

案例简介：公司变成数字活动家，帮助民众打击巴西根深蒂固的腐败 “腐败的颜色” ( https://vimeo.com/217997494 ) 是一个谷歌浏览器插件，通过用紫色突出他们的名字，并用一个简单的鼠标悬停详细说明他们的刑事指控，让每个腐败的政治家都能看到。巴西，21世纪00年代。在经济繁荣时期，当消费者支出飙升，但企业往往未能兑现承诺时，雷克姆变得越来越重要，成为该国最大的消费者保护品牌。该公司现在每年帮助 8500万多人揭露成千上万的公司及其糟糕的服务，每天有 600,000 多名独特的访客。快速削减到 2016年。巴西正生活在一个腐败和政治愤世嫉俗的时代。Opera ç ã o Lava Jato，或 carwash Operation，始于 2014-2014 年，揭示了一个庞大的回扣和腐败体系，涉及几乎所有主要政党和数百家领先公司。随着该国进入衰退的第三年 -- 这主要是由政治丑闻造成的 -- 人口将重点从消费转向公民身份。 Reclame Aqui 也是如此。这家十多年来一直是最可靠的消费者监督机构的公司，决定通过揭露国家新的公共敌人: 腐败的政治家，将其业务扩展到公民权利。根据全球年度研究 “埃德尔曼信托晴雨表 2017”，没有什么比腐败更让巴西人担心的了。但是所有登上头条的丑闻只是冰山一角。这个国家有 70,000 名政治家，成千上万的人仍然逍遥法外, 由于复杂的司法系统，普通公民几乎不可能看到谁是真正的腐败政客。直到现在。最近推出的《腐败的颜色》 ( https://vimeo.com/217997494 ) 这是一个简单的工具，它有能力通过揭露腐败政客的官方信息来改变国家，这些信息以前藏在巴西数百个法院里，让人们免费轻松地获取所有这些数据。从项目网站上 -- 只需三个点击 -- 每个人都可以下载并安装 Google Chrome 插件，它在任何与腐败或糟糕政府相关的政治家的名字上描绘了一个生动的紫色乐队。他们所有的正式指控、调查和定罪记录都是从不同的司法案例中收集的，并在任何人的浏览器中提供。一个简单的鼠标悬停揭示了政治家面临的法律程序，使得所有无法到达的数据很容易出现在列表上。它适用于每个网站、搜索引擎、新闻门户和社交网络。包括腐败政客的官方形象，自该平台启动以来，他们至少八次试图关闭 Reclame Aqui 的倡议。该工具由 Grey Brazil 创建，开发原因如下: 通过向民众提供他们从未有过的官方信息，揭露每个巴西政客的真实面目，从而增强民众的权能，同时让腐败的政客无处可藏。创意机构的 CCO Rodrigo Jatene 说: “这是所有民间社会的一面旗帜，也是对腐败和有罪不罚现象的技术反击。”。公司必须表明立场 Reclame Aqui Institute 的创始人毛里西奥 · 巴尔加斯说: “我们为了共同的利益而共同努力: 帮助巴西人民有效地打击政府腐败，并认真选择我们的下一代政治家。”。“这项倡议的动机是一种愤慨，填补了向人民提供信息和透明度的空白。今天，巴西人需要比以往任何时候都更加了解情况、更加了解情况和更加直言不讳。我们必须采取行动，在 2018 届选举之前，把我们国家的未来掌握在自己手中。" 与学术界和民间社会合作为了支持该项目，巴西最顶级的学术机构之一 -- par天主教教皇巴拉那大学 (PUCPR) -- 签署了《腐败的颜色》的主要合作伙伴。现在 20,000 名学生正在接受培训，以跟踪所有法院的官方数据，并每天更新我们的数据库。参加该项目是自愿的，将成为该机构提供的毕业课程的延伸，授予课程学分。 PUCPR 院长 Waldemiro Gremski 说: “这个项目不仅教育巴西大学生，还促进公民身份的实践。”。“政治意识是这些年轻人真正将自己视为公民并理解他们社会选择的影响的非常重要的一步。" 要下载插件: http://www.colourofcorruption.com/ 活动描述巴西正生活在一个腐败和政治愤世嫉俗的时代，但头条新闻只是冰山一角。有 70,000 个政治家在这个国家，一个复杂的司法系统旨在让公民无法看到谁是真正的腐败政客。发生这种情况是因为所有关于他们案件的信息都隐藏在数百个法院中，使得未经训练的眼睛无法理解。所以我们用一个简单的插件让他们所有的腐败行为都可见。如何？通过创建一个系统，将所有这些混乱的信息组织成一个简单的列表，易于理解和使用。结果腐败的色彩像野火一样蔓延开来，并将社会对话转向 Reclame Aqui 的新数字工具。它在第一周就获得了超过 100,000 的下载量。并接管了国内和国际新闻，影响了 7300万人，在赢得的媒体上产生了超过 8.5 毫米元的收入。民间社会也接受了这个项目，来自巴西第一私立大学的 20,000 名学生正在接受培训，以跟踪所有法院的官方数据，并每天更新我们的数据库, 他们也因此获得大学学分。为了试图阻止我们，政客们使用黑客，他们试图关闭网站八次。世界上其他国家，如匈牙利、比利时、阿根廷和美国，也已经要求 Reclame Aqui 实施该项目。最重要的是，腐败的色彩让人们明白，通过信息，我们都可以打击腐败。执行腐败的颜色是一个简单的插件，通过在网上冲浪时用紫色突出他们的名字，让每个腐败的政治家都能看到。他们所有的指控、调查和定罪的官方记录，隐藏在数百个法院，现在都可以在任何人的浏览器中找到。为了了解每个腐败政客都要隐藏什么，只需将鼠标悬停在任何突出显示的名字上，他们所有散布在不同司法当局的当前腐败数据就可以很容易地出现在列表中。它适用于每个网站、搜索引擎、新闻门户和社交网络。包括腐败政客的官方形象。概要在经济繁荣时期，Reclame Aqui 每年帮助 8500万人揭露公司的不良服务，成为巴西消费者保护品牌第一。但是，当一场政治崩溃接管这个国家时，该公司决定将其业务扩展到公民权利，暴露了这个国家新的公敌: 腐败的政治家。战略如果我们能让他们的腐败行为对每个人来说都很容易看到呢？所以决定展示政治家的真实面目。为了创建我们的数据库，让任何人都能够理解，我们必须收集巴西数百个法院的数据。我们花了几个月的时间来分析、选择哪些调查是关于腐败或公共行政欺诈的，并将信息整理成一个简单的列表。然后，我们把所有那些难以理解的法庭记录变成了一种易于理解的语言。最后，我们开发了数据库软件，将所有这些数据转换成一个简单的插件，在每个网站上自动突出腐败政客的名字，用鼠标悬停在他们的官方指控列表上。

腐败的色彩

案例简介：Company turns into digital activist to help population fight Brazil’s deep-rooted corruption ‘The Colour of Corruption’ (https://vimeo.com/217997494) is a Google Chrome plug-in that makes every corrupt politician visible by highlighting their names in purple and detailing their criminal allegations with a simple mouse-over. Brazil, 2000's. During the economic boom, when consumer spending soared but companies often failed to deliver what they had promised, Reclame Aquigrew in importance and became the #1 consumer-protection brand in the country. The company now helps more than 85 million people each year to expose thousands of corporations and their bad service, with more than 600,000 unique visitors every day. Fast cut to 2016. Brazil is living an age of epic corruption and political cynicism. Operação Lava Jato, or Operation Carwash — which started in 2014 — revealed a massive system of kickbacks and corruption involving almost all of the major political parties and hundreds of leading companies. With the country plunged into the third year of recession — mainly caused by political scandals — population shifted focus from consumption to citizenship. And so did Reclame Aqui. The company that has been the most reliable consumer watchdog for more than a decade, decided to expand its business to citizen-rights, by exposing the nation’s new public enemies: corrupt politicians. According to the global annual study “Edelman Trust Barometer 2017”, nothing concerns the Brazilians more than corruption. But all the scandals that have made the headlines are just the tip of the iceberg. There are 70,000 politicians in this country and thousands of them still get away with corruption, thanks to a complex justice system that makes it almost impossible for a common citizen to see who the corrupt politicians really are. Until now. Recently launched, ‘The Colour of Corruption’ (https://vimeo.com/217997494) is simple tool that has the power to change the country by uncovering official information on corrupt politicians — previously hidden in hundreds of courts across Brazil — and giving people free and easy access to all these data. From the project website — in just three clicks — everyone can download and install the Google Chrome plug-in that paints a vivid purple band over the name of any politician involved with corruption or bad administration. All their official records of accusations, investigations and convictions have been collected from different instances of justice and made available in anyone’s browser. A simple mouse over reveals legal processes the politician is facing, making all that unreachable data easily available on a list. It works on every website, search engine, news portal and social network. Including the official profiles of corrupt politicians, who have tried to shut down Reclame Aqui's initiative at least eight times since the launch of the platform. Created by Grey Brazil, the tool was developed with a single reason: to empower the population by providing them access to official information they'd never had before and exposing the true colours of each Brazilian Politician — leaving the corrupt ones no place to hide. “It is a flag from all civil society and a technological fightback against corruption and impunity” said Rodrigo Jatene, CCO of the creative agency. Companies must take a stand “We’ve joined efforts over a common interest: to help the Brazilian population effectively fight against government corruption and to conscientiously choose our next generation of politicians” said Maurício Vargas, founder of Reclame Aqui Institute. “This initiative is motivated by a feeling of indignation, filling a void to offer information and transparency to the people. Today, Brazilians need to be more informed, aware and vocal than ever before. We must take action and put the future of our country in our own hands ahead of the 2018 elections.” Partnering with Academia and Civil Society In support of the program, one of Brazil’s most top-tier academic institutions — Catholic Pontificia University of Paraná (PUCPR) — signed on as The Colour of Corruption’s main partner. Now 20,000 students are being trained to track official data from all courts and update our database daily. Participation in the program is voluntary and will become an extension of the graduation courses offered by the institution, granting course credit. “This project not only educates Brazilian college students, but also promotes the practice of citizenship,” said Waldemiro Gremski, Dean at PUCPR. “Political awareness is a very important step for these young people to truly see themselves as citizens and to understand the impact of their social choices.” To download plug-in: http://www.colourofcorruption.com/ CampaignDescription Brazil is living an age of epic corruption and political cynicism, but what makes the headlines is just the tip of the iceberg. There are 70,000 politicians in this country, and a complex justice system designed to make it impossible for citizens to see who the corrupt politicians really are. This happens because all the information about their cases is hidden within hundreds of courts of law, making it impossible for the untrained eye to understand it. So we made all of their acts of corruption visible with the use of a simple plug in. How? By creating a system that organizes all this chaotic information into one simple list, easy to understand and simple to use. Outcome The Colour of Corruption spread like wild fire and shift the social conversation to Reclame Aqui’s new digital tool. It got over 100 thousand downloads in the first week. And took over the national and international news, impacting more than 73 million people and generating more than U$ 8.5 MM in earned media. The civil society also embraced the project, and 20,000 students from Brazil’s #1 private university are being trained to track official data from all courts and update our database daily, they also earn college credits for doing that. To try and stop us, politicians used hackers, who tried to shut down the website eight times. Other countries around the world such as Hungary, Belgium, Argentina and the US, are already requesting Reclame Aqui to implement the project as well. And, most importantly, The Colour of Corruption made people understand that through information we all can fight corruption. Execution The Colour of Corruption is a simple plug-in that makes every corrupt politician visible by highlighting their names in purple while surfing on the web. All their official records of accusations, investigations and convictions, hidden in hundreds of courts, are now available inside anyone's browser. To see what each corrupt politician has to hide, simply mouse over any highlighted name, and all their current data on corruption, spread across different judicial authorities, becomes easily available on a list. It works on every website, search engine, news portal and social network. Including the official profiles of corrupt politicians. Synopsis During the economic boom, Reclame Aqui became the #1 consumer-protection brand in Brazil by helping 85 million people expose corporations' bad services every year.But when a political meltdown took over the country, the company decided to expand its business to citizen-rights, exposing the nation's new public enemy: corrupt politicians. Strategy What if we could make their acts of corruption easily visible for everyone? So decided to show the true colours of politicians. In order to create our database and make it simple for anyone to understand, we had to gather data across hundreds of courts all over Brazil. It took us months to analyze, select which investigations were about corruption or public administration frauds and organize the information into one simple list. Then, we transformed all those incomprehensible court records into a language that is easy-to-understand. Finally, we developed database software to transform all of this data into a simple plugin that automatically highlights corrupt politicians' names on every website, showing the list of their official accusations with a mouse over.