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捐赠仇恨-非自愿在线捐赠
案例简介：战略 我们必须直接回复仇恨评论的作者 -- 以便对他们的仇恨立即做出积极的反反应, 并将他们的每一条评论变成出于良好原因的非自愿捐赠。因此，我们编写了一个创新的 Faebook 工具，使我们和我们的支持者能够以个性化的方式回应仇恨评论。一个简单的机器人不可能完成这项工作，因为即使仇恨言论完全是愚蠢的，它们也必须被人类的智慧所认可。 执行 我们的 Facebook 工具事先被提供给了受在线仇恨评论影响的 (媒体) 组织。作为我们的第一个支持者，他们赞助了最初的资金来播出这场运动。界面将回答的评论链接到捐赠仇恨微型网站。因此，我们能够在现场柜台登记非自愿捐款，并列出前十名最慷慨的捐助者，或者更确切地说，仇恨评论者。 活动描述 当政治家和媒体不断讨论正确的解决方案时，我们想出了: 非自愿在线捐赠倡议捐赠仇恨。对于 Facebook 上发布的每一条仇恨评论，该运动都向难民和退出者捐赠了 1 欧元的 “非自愿” 捐款。 概要 德国反法西斯倡议德国退出德国只能在捐款的帮助下继续工作。随着数百万难民在德国寻求保护，2015年的承诺比以往任何时候都更加重要。虽然一些德国人张开双臂迎接他们，但另一些人的反应却是纯粹的仇恨。在社交媒体渠道，尤其是 Facebook 上，这种仇恨以难以想象的力量倾泻而出。我们为自己设定了积极应对仇恨的任务，同时为退出筹集资金。 结果 捐赠仇恨已经通过社交网络和传统媒体在国际上传播 -- 没有一欧元的媒体支出。我们的标签吸引了数百万人。因此，我们正在为我们的事业赢得更多的支持者 -- 组织和个人。在发起这项运动两周后，甚至 Facebook 也联系上了我们，说他们想支持我们。到目前为止，捐赠仇恨是对 6,000 多条仇恨言论的回应 -- 与仇恨者直接互动 -- 并为难民和反对新纳粹分子筹集了 14,000 多欧元。该运动目前也在其他国家进行调整。
捐赠仇恨-非自愿在线捐赠
案例简介：Strategy We have to repsond to the authors of hate comments directly – in order to post an immediate, positive counter reaction to their hatred, and to turn each one of their comments into an involuntary donation for the good cause. Therefore we have programmed an innovative Faebook tool that enables us and our supporters to respond to hate comments in a personalized way. A simple bot could not have done the job, since even though hate comments are utterly moronic, they must be recognized by human intelligence. Execution Our Facebook tool was given beforehand to (media) organisations affected by online hate comments. As our first supporters they sponsored the initial funding to put the campaign on air.The interface links the answered comments to the DONATE THE HATE microsite. Thus we are e.g. able to register the involuntary donations in a live-counter and list a top ten of the most generous donors, or rather hate commenters. Campaign Description While politicians and the media kept discussing about the right solution, we came up with: the involuntary online donation initiative DONATE THE HATE. For every hate comment posted on Facebook, the campaign makes an “involuntary” €1 donation to refugees and EXIT. Synopsis EXIT-Deutschland, the German anti-fascist initiative, can only continue its work with the aid of donations. A commitment that in 2015 is more important than ever, as millions of refugees seek protection in Germany. While some Germans greet them with open arms, others react with sheer hatred. On social media channels, particularly Facebook, this hate pours out with unimaginable force. We set ourselves the task of proactively responding to the hatred while raising funds for EXIT. Outcome DONATE THE HATE has spread internationally via social networks and traditional media – without a single Euro of media spend. Our hashtag reached millions of people. Thus we are winning many more supporters – organizations and private individuals – for our cause. Two weeks after launching the campaign even Facebook got in touch, saying they wanted to support us. By now DONATE THE HATE is responding to more than 6,000 hate comments – interacting directly with the haters – and raising more than €14,000 for refugees and against neo-Nazis. The campaign is currently also being adapated in further countries.
Donate The Hate - The Involuntary Online Donation
案例简介：战略 我们必须直接回复仇恨评论的作者 -- 以便对他们的仇恨立即做出积极的反反应, 并将他们的每一条评论变成出于良好原因的非自愿捐赠。因此，我们编写了一个创新的 Faebook 工具，使我们和我们的支持者能够以个性化的方式回应仇恨评论。一个简单的机器人不可能完成这项工作，因为即使仇恨言论完全是愚蠢的，它们也必须被人类的智慧所认可。 执行 我们的 Facebook 工具事先被提供给了受在线仇恨评论影响的 (媒体) 组织。作为我们的第一个支持者，他们赞助了最初的资金来播出这场运动。界面将回答的评论链接到捐赠仇恨微型网站。因此，我们能够在现场柜台登记非自愿捐款，并列出前十名最慷慨的捐助者，或者更确切地说，仇恨评论者。 活动描述 当政治家和媒体不断讨论正确的解决方案时，我们想出了: 非自愿在线捐赠倡议捐赠仇恨。对于 Facebook 上发布的每一条仇恨评论，该运动都向难民和退出者捐赠了 1 欧元的 “非自愿” 捐款。 概要 德国反法西斯倡议德国退出德国只能在捐款的帮助下继续工作。随着数百万难民在德国寻求保护，2015年的承诺比以往任何时候都更加重要。虽然一些德国人张开双臂迎接他们，但另一些人的反应却是纯粹的仇恨。在社交媒体渠道，尤其是 Facebook 上，这种仇恨以难以想象的力量倾泻而出。我们为自己设定了积极应对仇恨的任务，同时为退出筹集资金。 结果 捐赠仇恨已经通过社交网络和传统媒体在国际上传播 -- 没有一欧元的媒体支出。我们的标签吸引了数百万人。因此，我们正在为我们的事业赢得更多的支持者 -- 组织和个人。在发起这项运动两周后，甚至 Facebook 也联系上了我们，说他们想支持我们。到目前为止，捐赠仇恨是对 6,000 多条仇恨言论的回应 -- 与仇恨者直接互动 -- 并为难民和反对新纳粹分子筹集了 14,000 多欧元。该运动目前也在其他国家进行调整。
Donate The Hate - The Involuntary Online Donation
案例简介：Strategy We have to repsond to the authors of hate comments directly – in order to post an immediate, positive counter reaction to their hatred, and to turn each one of their comments into an involuntary donation for the good cause. Therefore we have programmed an innovative Faebook tool that enables us and our supporters to respond to hate comments in a personalized way. A simple bot could not have done the job, since even though hate comments are utterly moronic, they must be recognized by human intelligence. Execution Our Facebook tool was given beforehand to (media) organisations affected by online hate comments. As our first supporters they sponsored the initial funding to put the campaign on air.The interface links the answered comments to the DONATE THE HATE microsite. Thus we are e.g. able to register the involuntary donations in a live-counter and list a top ten of the most generous donors, or rather hate commenters. Campaign Description While politicians and the media kept discussing about the right solution, we came up with: the involuntary online donation initiative DONATE THE HATE. For every hate comment posted on Facebook, the campaign makes an “involuntary” €1 donation to refugees and EXIT. Synopsis EXIT-Deutschland, the German anti-fascist initiative, can only continue its work with the aid of donations. A commitment that in 2015 is more important than ever, as millions of refugees seek protection in Germany. While some Germans greet them with open arms, others react with sheer hatred. On social media channels, particularly Facebook, this hate pours out with unimaginable force. We set ourselves the task of proactively responding to the hatred while raising funds for EXIT. Outcome DONATE THE HATE has spread internationally via social networks and traditional media – without a single Euro of media spend. Our hashtag reached millions of people. Thus we are winning many more supporters – organizations and private individuals – for our cause. Two weeks after launching the campaign even Facebook got in touch, saying they wanted to support us. By now DONATE THE HATE is responding to more than 6,000 hate comments – interacting directly with the haters – and raising more than €14,000 for refugees and against neo-Nazis. The campaign is currently also being adapated in further countries.
捐赠仇恨-非自愿在线捐赠
暂无简介
Donate The Hate - The Involuntary Online Donation
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基本信息
- 广告品牌： ZDK Gesellschaft Demokratische Kultur
- 发布日期： 2000
- 行业领域： 公共事业
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
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获得奖项：
- Cannes Lions 2016 入围 网络（Social Purpose）
- Cannes Lions 2016 入围 网络（Response / Real-time Activity）
- Cannes Lions 2016 入围 网络（Innovative Use of Social or Community）
- Cannes Lions 2016 入围 公关活动（Audience Targeting / Engagement Strategies）
- The One Show 2016 银铅笔 公关（Craft - Response / Real-Time Activity / Response / Real-Time Activity）
- The One Show 2016 铜铅笔 社交媒体（Non-Profit - Branded Social Campaign / Branded Social Campaign）
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