Remember. Correcting Memory Errors.|短视频|广告营销案例【ADGuider广告指南】

记住。正在更正内存错误。

案例简介：战略波兰政府将这种表达定为犯罪的有争议的提议，为我们的事业创造了威胁和机会。奥斯威辛博物馆，多年来一直倡导这一事业，甚至说服联合国教科文组织将纪念馆的名称正式改为 “德国纳粹灭绝营”, 预计将对政府提出的新法律项目发表评论。我们没有组织新闻发布会，而是选择了来自世界各地的媒体，这些媒体过去一直在使用错误的表达方式, 奥斯威辛博物馆直接向他们的记者发送了 “记住” 申请。概要当提到战时希特勒在被占领的波兰的死亡集中营时，使用 “波兰死亡集中营” 这个短语是媒体，甚至是美国总统巴拉克 · 奥巴马犯下的最臭名昭著的错误之一。奥斯威辛博物馆长期以来一直试图从公众话语中消除这一短语，但在 2016年2月，波兰新政府更进一步，宣布了一项法律项目, 提议对使用该短语的人处以五年监禁。就在第二天，该提案显然激怒了公众和媒体，对历史真相的理想反思被对解决方案的极端主义的集体愤怒完全掩盖了。随着国际观众的离开，奥斯威辛博物馆，大屠杀历史的守护者，需要改变对话，澄清事实。执行我们为记者常用的 Mac 和 PC 文本编辑器开发了 16 种语言的插件应用程序 -- 奥斯威辛博物馆指南的所有语言。政府在 2月12日星期五宣布了它的项目，当周末结束时，申请工作完美，准备寄出。我们还在 webpage 建立了一个网页，在那里可以免费下载应用程序，允许公众在发现错误时进行干预。 16 日星期二上午，奥斯威辛博物馆向全世界 300 家不同媒体的记者发送了 “记住” 申请,连同奥斯威辛博物馆馆长的来信、网页链接和介绍该申请的短片, 要求记者帮助我们阻止媒体传播这个痛苦的错误。反应是立竿见影的。活动描述面对媒体的批评，极大地影响了人们对博物馆为之奋斗事业的态度，我们需要做出正确的反应。在分析了 “波兰死亡集中营” 这一短语的历史后，我们意识到，通常被视为外交丑闻的大部分时间只是一个简单的错误, 出于匆忙或缺乏知识,后来，这与更广泛的公众相呼应，并作为一个事实重复，伪造了集体记忆。这就是为什么我们决定解决这些问题，他们的词汇选择对广大观众 -- 记者 -- 的影响最大。我们为记者使用的最流行的文本编辑器创建了一个特殊的插件应用程序 -- “记住”。该应用程序作为拼写检查器工作，只突出一个错误 -- 短语 “波兰死亡营” 或 “波兰集中营”，并暗示历史上正确的表达。结果从 2月16日开始，我们得到了全球媒体的真正巨大支持: 来自英国广播公司新闻和独立报的 200 多家不同的媒体, heertz 和印度教徒回应了我们的电话并写了关于这个应用程序的文章,在全球产生 67.000.000 个媒体印象，并开始前所未有的关于这种错误表达的对话，达到 35.000.000 个社交媒体印象和 19.600.000 个推特账户。都是有机的。反应如此强烈，以至于波兰政府决定将这一申请作为一种新的外交工具，用于波兰驻世界各地大使馆的干预, 委托开发另外 10 种语言的应用程序。波兰大使馆的第一次成功干预，得到了个人读者的支持，促进了应用程序的使用 (加拿大广播公司温哥华，德 Standaard，独立报，贝加莫邮报), 让我们相信，这个工具最终将防止这个错误再次发生。相关性 “记住” 运动解决了波兰历史上最大的公关问题之一: “波兰死亡集中营” 争议 -- 世界各地媒体多年来重复的一个误导和错误的短语, 这导致了无数关于波兰对二战期间纳粹在波兰领土上犯下的暴行负责的虚假指控。虽然国际媒体平均每 3 天使用一次 “波兰死亡集中营”，但去年只有 10 篇外国文章提到了这个问题本身。我们需要找到一种方法来与那些传播这种攻击性错误的人交谈，并赢得他们对我们案件的支持。

记住。正在更正内存错误。

案例简介：Strategy The controversial proposition of polish government to criminalize the expression, created both threat and opportunity for our cause. The Auschwitz Museum, the entity that for years was advocating the cause, even persuading UNESCO to officially change the name of the Memorial to “German Nazi Extermination Camp“, was expected to comment on the new law project proposed by the government. Instead of organizing the press conference, we selected the media outlets from all over the world, which in the past had been using the erroneous expression, and Auschwitz Museum sent the “Remember” application directly to their journalists. Synopsis Using the phrase “polish death camp” when referring to wartime Hitler’s death camps in occupied Poland is one of the most notorious mistakes done by the media, and even by the US President Barrack Obama. The Auschwitz Museum has long sought to eliminate this phrase from the public discourse, but in February 2016 new Polish government went one step further and announced a project of a law, proposing a punishment of five years in prison for using the expression. Just the day after it was clear that the proposal had infuriated both the public and the media, and the desired reflection on historical truth was completely overshadowed by the collective rage over the extremism of the solution. With the international audiences turning away, the Auschwitz Museum, the keepers of Holocaust history, needed to shift the conversation and set the record straight. Execution We developed the plug-in application for both Mac and PC’s text editors commonly used by the journalists, in 16 languages – all the languages of Auschwitz Museum guides. The government announced its project on Friday 12th February, and when the weekend was over, the application was working flawlessly and was ready to be sent out. We also set up a webpage correctmistakes.auschwitz.org, where the application was available to download for free, allowing the public for the intervention, whenever the mistake was spotted.In the morning, Tuesday the 16th, Auschwitz Museum sent to journalists of 300 different media outlets around the world the “Remember” application, together with the letter from the director of the Auschwitz Museum, a link to the webpage and the short movie introducing the application, asking the journalists to help us to stop the media from spreading this painful mistake. The reaction was immediate and overwhelming. Campaign Description Faced with the criticism of the media, greatly influencing the attitudes towards the cause the Museum was fighting for, we needed to hit the right note. After analyzing the history of the recurrence of the expression “polish death camps”, we realized that, what is often seen as a diplomatic scandal, most of the times is just a simple mistake, made out of haste or lack of knowledge, that later on echoes to the wider public and is repeated as a fact, falsifying the collective memory. That’s why we decided to address those, whose word choice has the biggest impact on broad audiences – the journalists. We created a special plug-in application for the most popular text editors used by journalists - “Remember”. The app works as a spellchecker, highlighting just one mistake – the phrase “polish death camp" or "polish concentration camp" and suggesting the historically correct expression. Outcome Starting from February the 16th we got a truly massive support form the global media: over 200 different media outlets from BBC news and The Independent, to The Heertz and The Hindu responded to our call and wrote about the app, generating 67.000.000 media impressions globally and starting unprecedented conversation about this erroneous expression with 35.000.000 social media impressions and 19.600.000 Twitter accounts reached. All organic. The response was so overwhelming, that the Polish government decided to make the application a new diplomatic tool to be used for interventions made by Polish Embassies around the world, commissioning the development of the application in additional 10 languages. The first successful interventions of Polish Embassies, supported by individual readers prompting the use of the application (CBC Vancouver, De Standaard, The Independent, Bergamo Post), let us believe that this tool will eventually prevent this mistake from recurring. Relevancy “Remember” campaign addresses one of the biggest PR problems regarding Polish history: "the Polish death camps” controversy – a misleading and erroneous phrase for years repeated by the media all over the world, which led to numerous false accusations of Poland being responsible for Nazi atrocities committed on Polish soil during WWII. While on average every 3 days international media use the expression „polish death camps”, last year the problem itself was mentioned only in 10 foreign articles. We needed to find a way to talk to those who spread this offensive mistake and win them to our case.