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强奸的税
案例简介：概要 强奸是一种恶性犯罪 -- 也可能代价高昂。在美国，十分之九的受害者在袭击后被迫支付平均 1000 美元的住院费用。在参观医院后，大多数强奸受害者将在袭击后的几个月内收取费用，包括性病和怀孕检测，以及抗生素、艾滋病毒预防和紧急避孕的处方。美国的性侵犯意识月是提高人们对这一显著不公正的认识的最佳时机。我们希望授权强奸幸存者提高他们的声音 -- 揭露他们必须承受的经济负担，以及他们在性侵犯后遭受的情感和精神负担。与此同时，我们着手将收到不公正医院法案的全国强奸受害者与国家受害者援助组织联系起来，以获得他们应得的帮助。 战略 根据研究，性创伤的受害者比人更有可能在网上开放，因为他们的暴露程度较低。所以，我们建立了一个数字平台，有一个响应机制，强奸幸存者可以安全地分享他们的故事，把它们变成定制的账单, 并表达成为强奸受害者的隐藏成本 -- 相关医疗平均 1000 美元。在 RapeTax.com，我们创建了一个由强奸受害者创建的定制账单在线画廊，供其他观众代表他们阅读和分享。这些账单也变成了印刷广告、海报、在线视频、社交帖子，甚至时代广场的数字广告牌, 因此，我们可以动员更多的性侵犯幸存者通过国家受害者援助组织 (NOVA) 获得援助。 相关性 在美国，强奸受害者在遭受袭击后平均收到 1000 美元的医院账单。为了揭露这种不公正，我们创建了 RapeTax.com，强奸幸存者可以定制受害者的医院账单来分享他们袭击的真实故事。这些转变法案的在线画廊允许观众代表他们阅读和分享。那只是开始。我们将这些账单重新用作平面广告、海报、广播和时代广场广告牌。我们还向媒体发送了看起来像普通医院账单的东西。在里面，一份以受害者的医疗账单为特色的新闻稿变成了强奸的真实故事。 结果 在启动强奸税的第一周，数百名强奸幸存者在网站上创建或分享了性侵犯故事的账单。我们在时代广场的多个数字广告牌上展示了这项运动，估计有 415,000 名路人，估计有 150万人留下了印象。全国受害者援助组织的呼叫量增加了 60%，网站流量增加了 40%。我们预计，由于我们的活动，将在年底前免除或返还超过百万美元。我们授权强奸幸存者成为变革的倡导者。他们把医院账单变成了关于他们已经为性侵犯付出的代价的挑衅声明。与此同时，他们教育其他受害者了解他们不知道存在的财政资源，这样他们就可以把注意力放回属于它的地方: 治愈。 执行 为了提高对这种不公正的认识，我们重新利用强奸受害者的医院账单，重写它们来讲述性侵犯的真实故事。这些设计使用法案的每个领域来讲述这些故事，并将每个违反和创伤行为与价格标签配对。总计约为 1000 美元，这是幸存者支付与强奸有关的医疗费用的平均价格。为了表彰美国的性侵犯意识月，强奸税运动于 4月1日发起。我们将改造后的账单改编成新闻稿，在选定的报纸上作为印刷广告播放，在纽约的目标地区张贴海报, 并在时代广场的广告牌上展示它们 -- 所有这些都是为了把受害者送到 RapeTax.com。然后，利用该网站的强奸账单生成器，数百名幸存者将自己的性侵犯账户变成了账单，揭示了他们已经付出的毁灭性代价。 活动描述 对于美国各地的强奸受害者来说，他们袭击的恐惧因袭击后几个月不断出现的医院账单而变得更糟。我们开始照亮这种不公正，并将幸存者与能够提供帮助的受害者倡导者联系起来。我们开始用他们性侵犯的真实故事重写真实幸存者的医疗账单，以传达他们本质上被指控强奸。然后，我们利用这些改变用途的医院账单邀请数百万其他强奸幸存者通过 RapeTax.com 以同样的方式分享他们自己的故事，RapeTax.com 是一个为该项目创建的响应机制的数字平台。我们还将法案转变为行动呼吁，赋予幸存者动员具有相同经历的其他人的权力，并将他们送往国家受害者援助组织OVA)，谁可以帮助他们摆脱这种财政负担。 BriefWithProjectedOutcomes 根据美国联邦贸易委员会的说法，广告必须真实，不能具有欺骗性或不公平，而且必须以证据为基础。此外，食品和药物管理局建议，与疾病相关的广告/传播应针对疾病或健康状况，加强教育，清晰准确，并包含负责任的公共卫生信息。 简要解释 观众 对于美国各地的强奸受害者来说，他们袭击的恐惧因袭击后几个月不断出现的医疗账单而变得更糟。收到账单可能会在情感和心理上造成毁灭性的后果，而且通常会引发再次遭受攻击。
强奸的税
案例简介：Synopsis Rape is a vicious crime—it can also be expensive. In the US, 9 out of 10 victims are forced to pay an average $1000 in hospital bills after an attack. After visiting the hospital, a majority of rape victims will incur charges in the months after an assault, including testing for STD and pregnancy, and prescriptions for antibiotics, HIV prevention, and emergency contraception. Sexual Assault Awareness Month in the US was the perfect time to raise awareness about this remarkable injustice. We wanted to empower rape survivors to raise their voices—to expose the financial burden that they must endure on top of the emotional and mental burden they suffer in the aftermath of sexual assault. At the same time, we set out to connect rape victims across the nation, who received an unjust hospital bill, to the National Organization for Victim Assistance to get the help they deserve. Strategy According to research, victims of sexual trauma are more likely to open up online than in person because they can remain less exposed. So, we built a digital platform with a response mechanism where rape survivors could safely share their stories, turn them into customized bills, and express the hidden costs of being a victim of rape — an average $1000 for related medical treatment. At RapeTax.com, we created an online gallery of customized bills, created by rape victims, for other viewers to read and share on their behalf. The bills were also turned into print ads, posters, online videos, social posts, and even digital billboards in Times Square, so we could mobilize even more survivors of sexual assault to get assistance through the National Organization for Victim Assistance (NOVA). Relevancy In the US, rape victims receive an average $1000 hospital bill after their assault. To bring light to this injustice, we created RapeTax.com, where rape survivors could customize victims’ hospital bills to share the true story of their assault. An online gallery of these transformed bills allowed viewers to read and share on their behalf. That was just the beginning. We repurposed these bills as print ads, posters, radio, and Times Square billboards. We also sent the press what looked like average hospital bills. Inside, a press release featuring a victim's medical bill transformed into a real story of rape. Outcome In the first week after launching The Rape Tax, hundreds of rape survivors created or shared bills with stories of sexual assault on the site. We featured the campaign on multiple digital billboards in Times Square, reaching an estimated 415,000 passersby, and achieving an estimated 1.5 million impressions. The National Organization for Victim Assistance (NOVA) had a 60% increase in call volume and a 40% increase in site traffic. We project, as a result of our campaign, over a million dollars will be waived or returned by the end of the year. We empowered rape survivors to be advocates for change. They transformed hospital bills into defiant statements about the price they’ve already paid for their sexual assault. At the same time, they educated other victims about financial resources they didn’t know existed, so they can put the focus back where it belongs: on healing. Execution To raise awareness of this injustice, we repurposed rape victims’ hospital bills, rewriting them to tell the true story of a sexual assault. The designs used each field of the bill to tell these stories, and paired each violating and traumatic act with a price tag. The total added up to approximately $1000—the average price that survivors pay for the medical expenses related to their rape. In recognition of Sexual Assault Awareness Month in the US, the Rape Tax campaign was launched April 1st. We adapted the transformed bills into press releases, ran them as print ads in selected newspapers, hung them as posters in targeted areas around NYC, and featured them on billboards in Times Square—all to drive victims to RapeTax.com. Then, using the site’s rape bill generator, hundreds of survivors transformed their own sexual assault accounts into bills, revealing the devastating cost they have already paid. CampaignDescription For rape victims across America, the horror of their assault is made worse by the hospital bills that keep coming in the months after their attack. We set out to shine a light on this injustice and connect survivors with a victim advocate who can help. We started by rewriting real survivors’ medical bills with the true story of their sexual assault to communicate that they were, in essence, being charged for their rape. We then used these repurposed hospital bills to invite millions of other rape survivors to share their own stories in the same way through RapeTax.com, a digital platform with a response mechanism created for the project. We also transformed bills as a call-to-action, empowering survivors to mobilize others with the same experience, and drive them to the National Organization for Victim Assistance (NOVA), who can help free them from this financial burden. BriefWithProjectedOutcomes According to the US Federal Trade Commission, advertisements must be truthful, cannot be deceptive or unfair, and must be evidence-based. In addition, the Food and Drug Administration advises that disease-related advertisements/ communications be disease or health condition-specific, enhance education, be clear and accurate, and contain a responsible public health message. BriefExplanation Audience For rape victims across America, the horror of their assault is made worse by the medical bills that keep coming in the months after their attack. Receiving a bill can be emotionally and psychologically devastating and oftentimes triggers reliving the assault itself.
The Rape Tax
案例简介：概要 强奸是一种恶性犯罪 -- 也可能代价高昂。在美国，十分之九的受害者在袭击后被迫支付平均 1000 美元的住院费用。在参观医院后，大多数强奸受害者将在袭击后的几个月内收取费用，包括性病和怀孕检测，以及抗生素、艾滋病毒预防和紧急避孕的处方。美国的性侵犯意识月是提高人们对这一显著不公正的认识的最佳时机。我们希望授权强奸幸存者提高他们的声音 -- 揭露他们必须承受的经济负担，以及他们在性侵犯后遭受的情感和精神负担。与此同时，我们着手将收到不公正医院法案的全国强奸受害者与国家受害者援助组织联系起来，以获得他们应得的帮助。 战略 根据研究，性创伤的受害者比人更有可能在网上开放，因为他们的暴露程度较低。所以，我们建立了一个数字平台，有一个响应机制，强奸幸存者可以安全地分享他们的故事，把它们变成定制的账单, 并表达成为强奸受害者的隐藏成本 -- 相关医疗平均 1000 美元。在 RapeTax.com，我们创建了一个由强奸受害者创建的定制账单在线画廊，供其他观众代表他们阅读和分享。这些账单也变成了印刷广告、海报、在线视频、社交帖子，甚至时代广场的数字广告牌, 因此，我们可以动员更多的性侵犯幸存者通过国家受害者援助组织 (NOVA) 获得援助。 相关性 在美国，强奸受害者在遭受袭击后平均收到 1000 美元的医院账单。为了揭露这种不公正，我们创建了 RapeTax.com，强奸幸存者可以定制受害者的医院账单来分享他们袭击的真实故事。这些转变法案的在线画廊允许观众代表他们阅读和分享。那只是开始。我们将这些账单重新用作平面广告、海报、广播和时代广场广告牌。我们还向媒体发送了看起来像普通医院账单的东西。在里面，一份以受害者的医疗账单为特色的新闻稿变成了强奸的真实故事。 结果 在启动强奸税的第一周，数百名强奸幸存者在网站上创建或分享了性侵犯故事的账单。我们在时代广场的多个数字广告牌上展示了这项运动，估计有 415,000 名路人，估计有 150万人留下了印象。全国受害者援助组织的呼叫量增加了 60%，网站流量增加了 40%。我们预计，由于我们的活动，将在年底前免除或返还超过百万美元。我们授权强奸幸存者成为变革的倡导者。他们把医院账单变成了关于他们已经为性侵犯付出的代价的挑衅声明。与此同时，他们教育其他受害者了解他们不知道存在的财政资源，这样他们就可以把注意力放回属于它的地方: 治愈。 执行 为了提高对这种不公正的认识，我们重新利用强奸受害者的医院账单，重写它们来讲述性侵犯的真实故事。这些设计使用法案的每个领域来讲述这些故事，并将每个违反和创伤行为与价格标签配对。总计约为 1000 美元，这是幸存者支付与强奸有关的医疗费用的平均价格。为了表彰美国的性侵犯意识月，强奸税运动于 4月1日发起。我们将改造后的账单改编成新闻稿，在选定的报纸上作为印刷广告播放，在纽约的目标地区张贴海报, 并在时代广场的广告牌上展示它们 -- 所有这些都是为了把受害者送到 RapeTax.com。然后，利用该网站的强奸账单生成器，数百名幸存者将自己的性侵犯账户变成了账单，揭示了他们已经付出的毁灭性代价。 活动描述 对于美国各地的强奸受害者来说，他们袭击的恐惧因袭击后几个月不断出现的医院账单而变得更糟。我们开始照亮这种不公正，并将幸存者与能够提供帮助的受害者倡导者联系起来。我们开始用他们性侵犯的真实故事重写真实幸存者的医疗账单，以传达他们本质上被指控强奸。然后，我们利用这些改变用途的医院账单邀请数百万其他强奸幸存者通过 RapeTax.com 以同样的方式分享他们自己的故事，RapeTax.com 是一个为该项目创建的响应机制的数字平台。我们还将法案转变为行动呼吁，赋予幸存者动员具有相同经历的其他人的权力，并将他们送往国家受害者援助组织OVA)，谁可以帮助他们摆脱这种财政负担。 BriefWithProjectedOutcomes 根据美国联邦贸易委员会的说法，广告必须真实，不能具有欺骗性或不公平，而且必须以证据为基础。此外，食品和药物管理局建议，与疾病相关的广告/传播应针对疾病或健康状况，加强教育，清晰准确，并包含负责任的公共卫生信息。 简要解释 观众 对于美国各地的强奸受害者来说，他们袭击的恐惧因袭击后几个月不断出现的医疗账单而变得更糟。收到账单可能会在情感和心理上造成毁灭性的后果，而且通常会引发再次遭受攻击。
The Rape Tax
案例简介：Synopsis Rape is a vicious crime—it can also be expensive. In the US, 9 out of 10 victims are forced to pay an average $1000 in hospital bills after an attack. After visiting the hospital, a majority of rape victims will incur charges in the months after an assault, including testing for STD and pregnancy, and prescriptions for antibiotics, HIV prevention, and emergency contraception. Sexual Assault Awareness Month in the US was the perfect time to raise awareness about this remarkable injustice. We wanted to empower rape survivors to raise their voices—to expose the financial burden that they must endure on top of the emotional and mental burden they suffer in the aftermath of sexual assault. At the same time, we set out to connect rape victims across the nation, who received an unjust hospital bill, to the National Organization for Victim Assistance to get the help they deserve. Strategy According to research, victims of sexual trauma are more likely to open up online than in person because they can remain less exposed. So, we built a digital platform with a response mechanism where rape survivors could safely share their stories, turn them into customized bills, and express the hidden costs of being a victim of rape — an average $1000 for related medical treatment. At RapeTax.com, we created an online gallery of customized bills, created by rape victims, for other viewers to read and share on their behalf. The bills were also turned into print ads, posters, online videos, social posts, and even digital billboards in Times Square, so we could mobilize even more survivors of sexual assault to get assistance through the National Organization for Victim Assistance (NOVA). Relevancy In the US, rape victims receive an average $1000 hospital bill after their assault. To bring light to this injustice, we created RapeTax.com, where rape survivors could customize victims’ hospital bills to share the true story of their assault. An online gallery of these transformed bills allowed viewers to read and share on their behalf. That was just the beginning. We repurposed these bills as print ads, posters, radio, and Times Square billboards. We also sent the press what looked like average hospital bills. Inside, a press release featuring a victim's medical bill transformed into a real story of rape. Outcome In the first week after launching The Rape Tax, hundreds of rape survivors created or shared bills with stories of sexual assault on the site. We featured the campaign on multiple digital billboards in Times Square, reaching an estimated 415,000 passersby, and achieving an estimated 1.5 million impressions. The National Organization for Victim Assistance (NOVA) had a 60% increase in call volume and a 40% increase in site traffic. We project, as a result of our campaign, over a million dollars will be waived or returned by the end of the year. We empowered rape survivors to be advocates for change. They transformed hospital bills into defiant statements about the price they’ve already paid for their sexual assault. At the same time, they educated other victims about financial resources they didn’t know existed, so they can put the focus back where it belongs: on healing. Execution To raise awareness of this injustice, we repurposed rape victims’ hospital bills, rewriting them to tell the true story of a sexual assault. The designs used each field of the bill to tell these stories, and paired each violating and traumatic act with a price tag. The total added up to approximately $1000—the average price that survivors pay for the medical expenses related to their rape. In recognition of Sexual Assault Awareness Month in the US, the Rape Tax campaign was launched April 1st. We adapted the transformed bills into press releases, ran them as print ads in selected newspapers, hung them as posters in targeted areas around NYC, and featured them on billboards in Times Square—all to drive victims to RapeTax.com. Then, using the site’s rape bill generator, hundreds of survivors transformed their own sexual assault accounts into bills, revealing the devastating cost they have already paid. CampaignDescription For rape victims across America, the horror of their assault is made worse by the hospital bills that keep coming in the months after their attack. We set out to shine a light on this injustice and connect survivors with a victim advocate who can help. We started by rewriting real survivors’ medical bills with the true story of their sexual assault to communicate that they were, in essence, being charged for their rape. We then used these repurposed hospital bills to invite millions of other rape survivors to share their own stories in the same way through RapeTax.com, a digital platform with a response mechanism created for the project. We also transformed bills as a call-to-action, empowering survivors to mobilize others with the same experience, and drive them to the National Organization for Victim Assistance (NOVA), who can help free them from this financial burden. BriefWithProjectedOutcomes According to the US Federal Trade Commission, advertisements must be truthful, cannot be deceptive or unfair, and must be evidence-based. In addition, the Food and Drug Administration advises that disease-related advertisements/ communications be disease or health condition-specific, enhance education, be clear and accurate, and contain a responsible public health message. BriefExplanation Audience For rape victims across America, the horror of their assault is made worse by the medical bills that keep coming in the months after their attack. Receiving a bill can be emotionally and psychologically devastating and oftentimes triggers reliving the assault itself.
强奸的税
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The Rape Tax
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基本信息
- 广告战役： #International Organization for Victim Assistance|-网络-6913#
- 广告品牌： International Organization for Victim Assistance
- 发布日期： 2000
- 行业领域： 公益慈善 , 公共事业
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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