School For Justice|短视频|广告营销案例【ADGuider广告指南】

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正义学校

案例简介：活动描述正义学校将性交易的受害者从卖淫中带走并起诉。世界上第一所司法学校于 2017年4月6日开设了一所体育学校和一个教育方案。这所学校正与印度最受尊敬的法学院之一合作，培训从儿童卖淫中获救的女孩, 成为检察官，有权力和决心从内部挑战印度的法律制度，并最终起诉曾经拥有这些制度的罪犯。一个根深蒂固的问题的切实解决方案，学校本身就是运动。它强烈呼吁采取行动 “支持学校公正”，这被用来在短期内引发立即反应和参与。从长远来看，围绕儿童卖淫受害者的观点和看法正在发生变化。2018年的班级已经在路上了。结果挑战在于让印度媒体和公众公开讨论关于儿童卖淫的禁忌话题。国家和国际媒体的第一个回应是有利的:-英国法律协会的支持, 吉娜 · 戴维斯基金会和马拉拉基金 -- 由主要报纸报道，如中午和孟买 Mirror-34M + 本地覆盖非常有希望的是公众在社交媒体上的反应。对于一个显然没有说出口的话题，印度发出了声音。非常直言不讳:-通过社交媒体接触到的 1.1 人-参与度很高 (高达 28%)-正在接触到合适的当地观众; 91% 的 Facebook 粉丝是印度人 -- 70% 的人加入了对话，当然是男性,当第一批女孩是检察官和曾经把她们关在监狱里的罪犯时，司法学校将会取得真正的成功。战略简报是创建一个广告活动，以提高人们对印度儿童卖淫的认识。当该机构发现 120万名儿童被迫卖淫的统计数据与 55 个法律案件相比，很明显需要一种比标准广告宣传更基本的方法。该战略首先是为根深蒂固的问题创造一个切实和长期的解决办法。第二，提高对儿童卖淫及其周围有罪不罚现象的认识，并在这样做的同时改变人们对女孩是犯罪同谋的看法,剥削的受害者。从根本上说，策略不仅仅是开始对话; 但也要让目标群体 -- 以及其他 -- 通过与他们的网络分享运动和通过社交媒体提供支持来积极支持正义学校。执行在概念层面上，该运动结合了两件事: 印度儿童卖淫的硬数据和女孩的情感、人性故事。该运动的关键信息通过非常可共享的内容传达，不仅以清晰合理的方式强调了儿童卖淫方面的不公正,但这也赋予了受害者权力，让他们成为英雄。重点是在传播活动的过程中，在许多不同的层面和不同的渠道讲述这个故事，用每一篇内容构建奥迪-ence, 并且总是引导他们去网站，在那里他们可以通过捐赠、合作和分享来积极地 “支持正义学校”。内容包括一次介绍孟买学校的新闻发布会，一次 2017年班级及其故事的照片展览，一个网站，几部竞选电影, 公关活动和社交媒体活动。相关性正义学校是一个根深蒂固的问题的根本解决方案。学校本身就是运动。它强烈呼吁采取行动 “支持正义学校”，这被用来在短期内引发立即反应和参与; 并改变对儿童卖淫受害者的看法和看法。它证明了强大的说服力，仅在社交媒体上就有 11亿人接触，参与率高达 28% 概要印度是世界上卖淫未成年女孩最多的国家，据估计有 120万名儿童被迫在妓院工作。这些女孩，有些只有 7 岁，被绑架，卖给人贩子，并经常遭受酷刑。尽管问题严重，但起诉的数量却非常低。2015 年，只有 55 起导致定罪的法律案件。贫困、性别失衡、种姓制度是导致现状的主要驱动因素。这个话题在印度是禁忌，所以很少有人意识到这个问题。人们要么不知道，要么看向另一边。此外，缺乏对人口贩运和儿童卖淫有深入了解的优秀律师和法官对定罪率有负面影响。这些因素促使印度自由女孩运动采取激进的态度开设世界第一所司法学校的原因。

正义学校

案例简介：CampaignDescription The School for Justice takes victims of sex trafficking out of prostitution and into prosecution. Both a physical school and an education programme, the world’s first School for Justice opened on April 6, 2017. The School is working with one of India’s most respected law universities training girls, rescued from child prostitution, to become public prosecutors with the power and determination to challenge India’s legal system from within and ultimately prosecute the criminals who once owned them.A tangible solution to a deeply rooted problem, the school itself is the campaign. It has a strong call to action to ‘Support the School for Justice’ which is used to trigger an immediate response and participation in the short term. Changing opinions and perceptions around the victims of child prostitution in the long term.The School for Justice is build to last. And the class of 2018 is already on its way. Outcome The challenge was to get taboo topics around child prostitution openly discussed in Indian media and amongst the public. The first responses from the national and international press have been favourable:-Endorsements from UK’s Law Society, Geena Davis foundation and Malala Fund-Covered by leading newspapers such as Mid-Day and Mumbai Mirror-34M+ local reach Very promising is the reaction of the public across social media. For a topic that’s pre-viously been left unspoken, India got vocal. Very vocal:-1.1G people where reached through social media -Levels of engagement are high (up to 28%)-Right local audience is being reached; 91% of the Facebook fans is Indian-70% of people who joined the conversation is maleOf course, The School for Justice will be a real success when the first girls are public prosecutors and the criminals who once owned them behind bars. Strategy The brief was to create an advertising campaign to create awareness around child prostitution in India. When the agency discovered the statistic of 1.2 million children in forced prostitution vs. 55 legal cases, it was clear a more fundamental approach was needed than a standard advertising campaign. The strategy was firstly, to create a tangible and long-term solution to a deeply rooted problem.Secondly, to raise awareness about child prostitution and the impunity around it – and in doing so changing opinions from seeing the girls as complicit in the crime, to the victims of exploitation.Fundamentally the strategy was not only to start a conversation; but also to get the target group – and beyond - to actively support the School for Justice by sharing the campaign with their network and by offering support via social media. Execution On a conceptual level the campaign combined two things: hard data on the statistics of child prostitution in India with the emotional, human stories of the girls.The campaign’s key messages were communicated through very shareable content, not only highlighting the injustice around child prostitution in a clear and rational way, but that also empowering the victims and turning them into heroes. The focus was on telling the story on many different levels and throughout many dif-ferent channels over the course of the communication campaign, building the audi-ence with each piece of content, and always leading them to the website where they could actively ‘Support the School for Justice’, through donations, collaborations and sharing. The content included a press conference introducing the School in Mumbai, a photo-graphic exhibition of the class of 2017 and their stories, a website, several campaign films, a PR campaign and a social media campaign. Relevancy The School for Justice is a radical solution to a deeply rooted problem. The school itself is the campaign. It has a strong call to action to ‘Support the School for Justice’ which is used to trigger an immediate response and participation in the short term; and to change opinions and perceptions around the victims of child prostitution in the long term. It proved powerfully persuasive with a great result of 1.1 billion people reached on only social media and a high engagement rate of 28% Synopsis India has the most underage girls in prostitution in the world with an estimated 1.2 million children forced to work in brothels. These girls, some as young as seven, are abducted, sold to traffickers and often tortured.Despite the magnitude of the problem, the amount of prosecutions is incredibly low. In 2015 only 55 legal cases that led to convictions. Poverty, the gender imbalance, the caste system are major driving factors leading to the current situation. This subject is taboo in India, so there is little awareness of this problem. People either don’t know – or look the other way.Also, a lack of good lawyers and judges with in-depth knowledge on human traffick-ing and child prostitution has a negative effect on the rate of convictions. These factors have motivated the Free a Girl Movement India to take the radical step of opening the world’s first School for Justice.