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红线
案例简介：为什么这项工作与媒体相关？ 甚至主流媒体和意见领袖也在有意无意地大量使用性别歧视话语。他们每天使用的语言正在使心理暴力正常化。基于此，我们需要触及在传播和适应语言中起主要作用的媒体渠道，并纠正他们使用的语言，以创造社会思维和行为方式的彻底改变。与大众媒体合作使我们达到数百万人，以提高人们对我们使用的日常语言的意识。 背景 作为沃达丰，我们承认性别平等是社会发展的基本条件之一，我们正在不断努力确保安全和平等的工作环境，对任何形式的暴力行为零容忍。基于这一愿景，我们创建了旨在提供平等机会并防止对妇女的暴力行为的项目，如 “红灯” 、 “重新连接” 、 “反对家庭暴力”，以加强妇女的赋权。 为了用我们所有项目的经验和勇气做出更彻底的改变，我们希望扩大每年仅在妇女节前后举行的性别平等运动的框架。而不是仅仅提高意识，我们的目标是渗透我们的思维方式，并发起创新和长期的运动。 主流媒体使用的语言从根本上影响了我们的思维方式。有意或无意地使用性别歧视言论孕育了这种无形的暴力环境 描述创意/见解 (30% 的选票) 土耳其语是一种极具挑战性的语言，具有独特的语法结构和许多难以察觉的细微差别。我们开发了一个也是唯一的人工智能，既能完全理解土耳其语，又能检测到性别歧视的话语和习惯用语。 扰乱人们的注意力在创造性执行中至关重要。我们的人工智能 “红线” 在执行过程中被整合到书面和视觉媒体中，以突出和跨越性别歧视的话语。这是所有创造性内容的核心，其力量源于其简单性。 描述策略 (20% 的选票) 土耳其语中的性别歧视表达从根本上影响了我们的思维方式。甚至主流媒体和意见领袖也在有意无意地大量使用性别歧视话语。人们通过语言将自己与使用心理暴力的电视剧人物联系起来。基于此，我们需要触及在传播和适应语言中起主要作用的媒体渠道，并纠正他们使用的语言，以创造社会思维和行为方式的彻底变革。 通过红线项目，我们的目标是创造对性别歧视话语的意识，这种话语在每天的语言中正常化，并通过土耳其大多数被认为/消费的媒体作为电视和报纸传播。 为了实现这一目标，至关重要的是要以破坏性和持续的方式接触到广泛的受众，首先抓住人们的注意力，然后创造变化。 描述执行 (20% 的选票) 我们与两个大众媒体频道H ü rriyet.com.tr和Star TV合作，每天达到数百万，并于2018年3月8日启动了该项目。通过将红线集成到Hurriyet.com.tr上的专栏作家的在线页面，我们使读者和专栏作家能够检测和交叉他们以前没有注意到的语言中的性别歧视用法。知名专栏作家和有影响力的人都通过宣布竞选活动和审核他们的作品来消除性别歧视言论来参与其中。 在项目的以下路线上，我们使用了2部热门土耳其电视剧，并通过使用红线AI消除性别歧视的表达来改变场景中的脚本，让观众知道我们通过实时子波段做了什么。3月8日，9日，这部电视剧播出了我们的红线宣言，他们用流行的编剧拍摄了我们的红线宣言，在那里他们解释了他们是如何使用红线AI的。 列出结果 (得票率的30%) 在项目的第一阶段，分析了6K栏，以了解土耳其语的语义结构和渗透到语言中的性别歧视用法。读者分析了这六百万条新闻，一千五百万访问者使用hurriyet.com.tr上的红线按钮检测到性别歧视的陈述。截至1月，在hurriyet.com.tr上，性别歧视词的使用从11% 下降到0%。 我们已经通过两个电视剧达到了11100万的电视观众，在4个不同的电视频道中，我们播出了红线特别电视点，以覆盖广泛的电视观众。 在感性结果中，我们在支持女性发展的品牌得分上取得了 + 1分，在回馈社区的负责任品牌得分上取得了 + 6分，和 + 2分的分数，我们很高兴成为这个品牌的客户与去年同期相比。
红线
案例简介：Why is this work relevant for Media? Even the mainstream media and opinion leaders are heavily using sexist discourses intentionally or unintentionally. The language that they use every day is normalizing psychological violence. Based on this, we needed to touch the media channels that play a major role in the dissemination and adaptation of the language and correct the language they use to create a radical change in how society thinks and behaves. Partnering with mass media outlets led us to reach millions to create awareness on the daily language we use. Background As Vodafone, we accept that gender equality is one of the essential condition of social development and we are constantly working to ensure safe and egalitarian working environment that has zero tolerance for any kind of violence. Based on this vision we created projects that aim to provide equal opportunity and prevent violence against women such as Red Light, Reconnect, Business Against Domestic Violence that reinforces women empowerment. In order to make more radical changes with the experience and courage we mustered up of all of our projects, we wanted to broaden the framework of gender equality campaigns that only held around Women's Day every year. Instead of just raising awareness we aimed to penetrate our way of thinking and initiate an innovative and long-term movement. The language used in mainstream media fundamentally affects our way of thinking. Intentionally or unintentionally used sexist statements nurture this invisible violence environment Describe the creative idea/insights (30% of vote) Turkish is a very challenging language with a unique grammatical structure and many hard-to-detect nuances. We developed the one and only artificial intelligence that both fully understand Turkish language and detects sexist discourse and idioms. Disrupting people to gather their attention was critical in creative execution. Our artificial intelligence, Red Line, was integrated to both written and visual media in execution to highlight and cross the sexist discourses. This was at the core of all creative content and its power derived from its simplicity. Describe the strategy (20% of vote) Sexist expressions dwelled in Turkish language fundamentally affects our way of thinking. Even the mainstream media and opinion leaders are heavily using sexist discourses intentionally or unintentionally. People associate themselves with characters of tv series who use psychological violence by language. Based on this, we need to touch the media channels that play a major role in the dissemination and adaptation of the language and correct the language they use to create a radical change in how society thinks and behave. With Red Line project, we aimed to create awareness towards the sexist discourse that’s normalized in every day’s language and spread the word via most considered/consumed media outlets in Turkey as TV and Newspapers. In order to achieve that goal, it was critical to reach a wide audience in a disruptive and continuous way, to first grab people’s attention and then create the change. Describe the execution (20% of vote) We’ve partnered with two mass media channels, Hürriyet.com.tr and Star TV, reaching millions each every day and started the project on 8 March 2018. By integrating Red Line to columnists’ online pages on Hurriyet.com.tr, we enabled both readers and columnists to detect and cross sexist usages in language that they have not noticed before. Well-known columnists and influencers participated both via announcing the campaign and auditing their pieces to eliminate the sexist statements. On the following route of the project, we used 2 popular Turkish TV series and changed the scripts in the scene by eliminating sexist expressions using the Red Line AI, letting the viewers know about what we did by real-time sub-bands. On 8th, 9th of March, the TV series were broadcasted with our Red Line manifesto filmed with popular scriptwriters where they explained how they used the Red Line AI while putting together their scripts. List the results (30% of vote) In the first stage of the project, 6K columns were analyzed to understand the semantic structure of Turkish Language and sexist usages that penetrated to language. Readers analyzed the 6 million news, 15 million visitors detected the sexist statements using the Red Line button on hurriyet.com.tr. As of January, the use of sexist words decreased from 11% to 0% on hurriyet.com.tr. We’ve reached 11.1 million TV audience via two TV Series, within 4 different TV channel we broadcasted Red-line special TV spot to reach a wide range of TV audience. In the perceptual results, we achieved +1 point in the brand score supporting the women's development, +6 points in the responsible brand score that gave back to the communities, and +2 points in the score that we are happy to be the customer of this brand compared to the same period last year.
Red Line
案例简介：为什么这项工作与媒体相关？ 甚至主流媒体和意见领袖也在有意无意地大量使用性别歧视话语。他们每天使用的语言正在使心理暴力正常化。基于此，我们需要触及在传播和适应语言中起主要作用的媒体渠道，并纠正他们使用的语言，以创造社会思维和行为方式的彻底改变。与大众媒体合作使我们达到数百万人，以提高人们对我们使用的日常语言的意识。 背景 作为沃达丰，我们承认性别平等是社会发展的基本条件之一，我们正在不断努力确保安全和平等的工作环境，对任何形式的暴力行为零容忍。基于这一愿景，我们创建了旨在提供平等机会并防止对妇女的暴力行为的项目，如 “红灯” 、 “重新连接” 、 “反对家庭暴力”，以加强妇女的赋权。 为了用我们所有项目的经验和勇气做出更彻底的改变，我们希望扩大每年仅在妇女节前后举行的性别平等运动的框架。而不是仅仅提高意识，我们的目标是渗透我们的思维方式，并发起创新和长期的运动。 主流媒体使用的语言从根本上影响了我们的思维方式。有意或无意地使用性别歧视言论孕育了这种无形的暴力环境 描述创意/见解 (30% 的选票) 土耳其语是一种极具挑战性的语言，具有独特的语法结构和许多难以察觉的细微差别。我们开发了一个也是唯一的人工智能，既能完全理解土耳其语，又能检测到性别歧视的话语和习惯用语。 扰乱人们的注意力在创造性执行中至关重要。我们的人工智能 “红线” 在执行过程中被整合到书面和视觉媒体中，以突出和跨越性别歧视的话语。这是所有创造性内容的核心，其力量源于其简单性。 描述策略 (20% 的选票) 土耳其语中的性别歧视表达从根本上影响了我们的思维方式。甚至主流媒体和意见领袖也在有意无意地大量使用性别歧视话语。人们通过语言将自己与使用心理暴力的电视剧人物联系起来。基于此，我们需要触及在传播和适应语言中起主要作用的媒体渠道，并纠正他们使用的语言，以创造社会思维和行为方式的彻底变革。 通过红线项目，我们的目标是创造对性别歧视话语的意识，这种话语在每天的语言中正常化，并通过土耳其大多数被认为/消费的媒体作为电视和报纸传播。 为了实现这一目标，至关重要的是要以破坏性和持续的方式接触到广泛的受众，首先抓住人们的注意力，然后创造变化。 描述执行 (20% 的选票) 我们与两个大众媒体频道H ü rriyet.com.tr和Star TV合作，每天达到数百万，并于2018年3月8日启动了该项目。通过将红线集成到Hurriyet.com.tr上的专栏作家的在线页面，我们使读者和专栏作家能够检测和交叉他们以前没有注意到的语言中的性别歧视用法。知名专栏作家和有影响力的人都通过宣布竞选活动和审核他们的作品来消除性别歧视言论来参与其中。 在项目的以下路线上，我们使用了2部热门土耳其电视剧，并通过使用红线AI消除性别歧视的表达来改变场景中的脚本，让观众知道我们通过实时子波段做了什么。3月8日，9日，这部电视剧播出了我们的红线宣言，他们用流行的编剧拍摄了我们的红线宣言，在那里他们解释了他们是如何使用红线AI的。 列出结果 (得票率的30%) 在项目的第一阶段，分析了6K栏，以了解土耳其语的语义结构和渗透到语言中的性别歧视用法。读者分析了这六百万条新闻，一千五百万访问者使用hurriyet.com.tr上的红线按钮检测到性别歧视的陈述。截至1月，在hurriyet.com.tr上，性别歧视词的使用从11% 下降到0%。 我们已经通过两个电视剧达到了11100万的电视观众，在4个不同的电视频道中，我们播出了红线特别电视点，以覆盖广泛的电视观众。 在感性结果中，我们在支持女性发展的品牌得分上取得了 + 1分，在回馈社区的负责任品牌得分上取得了 + 6分，和 + 2分的分数，我们很高兴成为这个品牌的客户与去年同期相比。
Red Line
案例简介：Why is this work relevant for Media? Even the mainstream media and opinion leaders are heavily using sexist discourses intentionally or unintentionally. The language that they use every day is normalizing psychological violence. Based on this, we needed to touch the media channels that play a major role in the dissemination and adaptation of the language and correct the language they use to create a radical change in how society thinks and behaves. Partnering with mass media outlets led us to reach millions to create awareness on the daily language we use. Background As Vodafone, we accept that gender equality is one of the essential condition of social development and we are constantly working to ensure safe and egalitarian working environment that has zero tolerance for any kind of violence. Based on this vision we created projects that aim to provide equal opportunity and prevent violence against women such as Red Light, Reconnect, Business Against Domestic Violence that reinforces women empowerment. In order to make more radical changes with the experience and courage we mustered up of all of our projects, we wanted to broaden the framework of gender equality campaigns that only held around Women's Day every year. Instead of just raising awareness we aimed to penetrate our way of thinking and initiate an innovative and long-term movement. The language used in mainstream media fundamentally affects our way of thinking. Intentionally or unintentionally used sexist statements nurture this invisible violence environment Describe the creative idea/insights (30% of vote) Turkish is a very challenging language with a unique grammatical structure and many hard-to-detect nuances. We developed the one and only artificial intelligence that both fully understand Turkish language and detects sexist discourse and idioms. Disrupting people to gather their attention was critical in creative execution. Our artificial intelligence, Red Line, was integrated to both written and visual media in execution to highlight and cross the sexist discourses. This was at the core of all creative content and its power derived from its simplicity. Describe the strategy (20% of vote) Sexist expressions dwelled in Turkish language fundamentally affects our way of thinking. Even the mainstream media and opinion leaders are heavily using sexist discourses intentionally or unintentionally. People associate themselves with characters of tv series who use psychological violence by language. Based on this, we need to touch the media channels that play a major role in the dissemination and adaptation of the language and correct the language they use to create a radical change in how society thinks and behave. With Red Line project, we aimed to create awareness towards the sexist discourse that’s normalized in every day’s language and spread the word via most considered/consumed media outlets in Turkey as TV and Newspapers. In order to achieve that goal, it was critical to reach a wide audience in a disruptive and continuous way, to first grab people’s attention and then create the change. Describe the execution (20% of vote) We’ve partnered with two mass media channels, Hürriyet.com.tr and Star TV, reaching millions each every day and started the project on 8 March 2018. By integrating Red Line to columnists’ online pages on Hurriyet.com.tr, we enabled both readers and columnists to detect and cross sexist usages in language that they have not noticed before. Well-known columnists and influencers participated both via announcing the campaign and auditing their pieces to eliminate the sexist statements. On the following route of the project, we used 2 popular Turkish TV series and changed the scripts in the scene by eliminating sexist expressions using the Red Line AI, letting the viewers know about what we did by real-time sub-bands. On 8th, 9th of March, the TV series were broadcasted with our Red Line manifesto filmed with popular scriptwriters where they explained how they used the Red Line AI while putting together their scripts. List the results (30% of vote) In the first stage of the project, 6K columns were analyzed to understand the semantic structure of Turkish Language and sexist usages that penetrated to language. Readers analyzed the 6 million news, 15 million visitors detected the sexist statements using the Red Line button on hurriyet.com.tr. As of January, the use of sexist words decreased from 11% to 0% on hurriyet.com.tr. We’ve reached 11.1 million TV audience via two TV Series, within 4 different TV channel we broadcasted Red-line special TV spot to reach a wide range of TV audience. In the perceptual results, we achieved +1 point in the brand score supporting the women's development, +6 points in the responsible brand score that gave back to the communities, and +2 points in the score that we are happy to be the customer of this brand compared to the same period last year.
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