What are you crazy glue!|短视频|广告营销案例【ADGuider广告指南】

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案例简介：不列颠哥伦比亚省建筑协会的信息很清楚: “不要成为工具”。不列颠哥伦比亚省建筑协会 (BCCA) 在 4月发起了一场新的反欺凌和骚扰运动，以配合不列颠哥伦比亚省建筑月。BCCA 和温哥华机构 Rethink 发布了一系列动画点，用 “不要成为工具” 的口号解决有问题的工作场所行为。这项运动是在 BCCA 和建筑劳动力权益项目之间进行的为期一年的研究项目之后进行的，该项目发现三个行为 -- 欺凌、欺凌和性骚扰 -- 是该行业的常见问题。三个动画视频系列以独特而令人耳目一新的色调聚焦于这些 behaviours 中的每一个。克里斯 · 艾奇森说: “这有助于在建筑工地或任何工作中激发对这些行为的对话和认识，”英国建筑协会主席。 “现在有如此多的运动围绕工作场所行为、性骚扰和性别平等的主题争夺我们的注意力，” Rethink 的管理合伙人摩根 · 蒂尔尼说。 “我们需要创造一些可以穿透并引起注意的东西。使用卡通人物可以让我们通过夸张、轻松的镜头来看待一个严重的问题，在 B 工作的大约 180,000 人中，整个问题变得更加平易近人 c. 在中国的建筑行业，只有 5% 是女性 -- 这是 BCCA 正在努力改变的。他们希望这将提高工人的总体保留率，并在未来十年内将妇女人数增加到 10%。这项反欺凌运动是更大的建筑商守则倡议的一部分，该倡议旨在设定建筑行为标准的基线守则，并改善工作场所行为。

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案例简介：The British Columbia Construction Association’s message is clear: “Don’t Be A Tool”.The British Columbia Construction Association (BCCA) launched a new anti-bullying and harassment campaign in April, to coincide with BC Construction Month. The BCCA, and Vancouver agency Rethink, released a series of animated spots that tackle problematic workplace behaviour with the tagline “Don’t Be A Tool”.The campaign follows a year-long research project between BCCA and the Construction Workforce Equity Project that found three behaviours — bullying, hazing and sexual harassment—to be common problems in the industry. The series of three animated videos focus on each one of these behaviours with a unique and refreshing tone.“It can help spark conversation and awareness to these behaviours on construction work sites or, for that matter, in any job," says Chris Atchison, president of the B.C. Construction Association."Right now there are so many campaigns competing for our attention around the themes of workplace conduct, sexual harassment and gender equality,” says Morgan Tierney, Managing Partner at Rethink.”We needed to create something that would cut through and get noticed. Using cartoon characters allows us to look at a serious problem through an exaggerated, lighthearted lens, making the whole issue more approachable"Out of the estimated 180,000 people working in B.C.’s construction industry, only five percent are women—something BCCA is working to change. They’re hoping this will improve worker retention overall and increase women to ten percent within the next decade.This anti-bullying campaign is part of a larger Builders Code initiative to set a baseline code of conduction standard in construction and improve workplace behaviour.