案例简介：背景 妇女署是致力于性别平等和增强妇女权能的联合国实体。联合国妇女署是全球妇女和女童的拥护者，旨在加快在满足全球需求方面的进展。妇女署还协调和促进联合国系统在促进性别平等以及与《2030议程》相关的所有审议和协议方面的工作。该实体致力于将性别平等定位为可持续发展目标和更具包容性的世界的基础。 我们的简介是提出一个独特的，破坏性的想法，不仅可以提高人们对巴基斯坦童婚问题的认识，而且可以在零媒体预算下做到这一点。从战略上讲，我们还负责教育公众，让一个女孩年轻结婚而不是教育她的长期有害影响。 总体目标是让有权通过法律以减少这种不平等的议会人士耳目。 描述您所在地区的文化/社会/政治/环境气候以及在此背景下您的竞选活动的重要性 巴基斯坦是世界上最糟糕的童婚记录之一。在过去十年中，几乎四分之一的巴基斯坦妇女在18岁之前结婚。这种做法几乎总是对女童不利，因为早婚导致女童面临文盲、抑郁和严重的健康问题。 联合国指出: “童婚通常是根深蒂固的性别不平等的结果，使女孩受到这种习俗的不成比例的影响。在全球范围内，男孩童婚的流行程度与女孩的5分之1。” 将巴基斯坦的法定结婚年龄提高到18岁的法案此前曾因宗教原因被政府拒绝，或者受到该国伊斯兰理事会强大决策者的影响。 描述创意 (投票30%) 众所周知，传统的巴基斯坦新娘穿着精致的婚纱: 明亮，色彩鲜艳，刺绣浓密的连衣裙与华丽的珠宝相结合。每年，巴基斯坦的新娘服装时装业都会举办大型活动，并在该年展示新的款式。这些节目通常由当地名人参加，礼服的售价为数百万卢比。 我们的想法是通过与该国最著名的时装设计师合作，并推出一种代表巴基斯坦悲惨状况的新型新娘礼服，劫持该国最大的新娘礼服，并强调早婚的事实导致失去教育和赋权。 因此，通过合并典型的巴基斯坦女学生制服和传统的巴基斯坦新娘婚纱，形成了新的 “新娘制服”。 描述策略 (投票20%) 数据表明，教育可以成为使女孩避免童婚并发挥潜力的最有力工具之一。女孩在学校停留的时间越长，她在18岁之前结婚并在青少年时期生孩子的可能性就越小。我们使用这种战略角度来构建我们的想法: 校服与新娘礼服合并，传达了童婚带来的恐怖。 在媒体方面，通过破坏像新娘时装周这样的平台，我们能够背负事件之后的媒体浪潮，完全劫持了围绕它的对话。 通过特技，我们首先针对巴基斯坦的有影响力的人和媒体人员，他们可以传播对话，从而施加压力，要求决策者参与进来。其次，通过实地会议，直接向这些做法广泛流行的群众发表讲话。 描述执行 (投票20%) 与美国最著名的婚纱艺术家阿里·谢山 (Ali Xeeshan) 合作，我们精心设计了一种新型的新娘服装-象征着一个女孩年轻时结婚并被剥夺了受教育权的权衡-并在新娘时装业最重要的夜晚透露了这一点。 作为当晚的热门节目，在精心制作的礼服中成为珠宝的成年新娘中，并在该国顶级时尚博客作者的录音下，一个小女孩走在坡道上，穿着巴基斯坦女学生的制服，上面装饰着美丽的传统新娘图案，并配有书包。 我们研究了许多传统的bridalwear图案，以便在现有制服和我们添加到其中的庆祝活动之间形成完美的平衡。 该运动随后进行了在线请愿书和地面教育材料。 描述结果/影响 (投票30%) 这种破坏性的特技在病毒上传播开来，并产生了几乎500,000,000的社交和新闻媒体印象，比巴基斯坦为这一事业所做的任何运动都要多。 巴基斯坦参议员S.Kamran在提出一项提高lega的法案时注意到了我们的竞选活动。结婚年龄到18岁。伊斯兰理事会反过来提出了一项开创性的修正案: 在18岁之前，女孩在法律上不被允许离开父母的婚姻房屋。 最近，巴基斯坦参议院批准了一项将结婚年龄提高到18岁的法案。 这场运动进一步导致警察不再对未成年婚姻视而不见: 逮捕了参与这种做法的人。 值得注意的是，尽管该活动产生了数百万美元的媒体报道，但使用现有的校服样品和廉价的新娘刺绣图案，这件衣服的制作成本仅不到100美元。

案例简介：Background UN Women is the United Nations entity dedicated to gender equality and the empowerment of women. A global champion for women and girls, UN Women was established to accelerate progress on meeting their needs worldwide. UN Women also coordinates and promotes the UN system’s work in advancing gender equality, and in all deliberations and agreements linked to the 2030 Agenda. The entity works to position gender equality as fundamental to the Sustainable Development Goals, and a more inclusive world. Our brief was to come up with a unique, disruptive idea that would not only raise awareness of the issue of child marriages in Pakistan, but to do it at a zero media budget. Strategically, we were also tasked to educate the public about the long-term harmful effects of getting a girl married young instead of educating her. The overall objective was to reach the ears and desks of parliamentary figures who had the authority to pass laws in order to reduce this inequality. Describe the cultural/social/political/environmental climate in your region and the significance of your campaign within this context Pakistan has one of the worst records of child marriages in the world. Almost a quarter of all Pakistani women in the last ten years have been married before the age of 18. The practice almost always comes at a disadvantage for the girl child, who as a result of an early marriage faces illiteracy, depression, and severe health issues. The UN states: "Child marriage is often the result of entrenched gender inequality, making girls disproportionately affected by the practice. Globally, the prevalence of child marriage among boys is just one fifth that among girls." Bills to raise the legal marriage age in Pakistan to 18 have been rejected previously by the government on religious grounds, or by being influenced by powerful decision-makers in the country's Islamic Council. Describe the creative idea (30% of vote) The traditional Pakistani bride is known to wear an elaborate wedding outfit: bright, colorful, heavily embroidered dresses combined with flashy jewelery. Every year, the bridal-wear fashion industry in Pakistan hosts large events in which new styles are revealed for that year. These shows are typically attended by local celebrities where gowns sell for millions of rupees. Our idea was to hijack the country's largest bridal-wear fashion show by collaborating with the nation's best known fashion designer and by introducing a new kind of bridal gown that represents the sad state of affairs in Pakistan, and highlights the fact that an early marriage results in loss of education and empowerment. A new "Bridal Uniform" was thus formed by merging a typical Pakistani schoolgirl's uniform and a traditional Pakistani bride's wedding gown. Describe the strategy (20% of vote) Data shows that education can be one of the most powerful tools to enable girls to avoid child marriage and fulfil their potential. The longer a girl stays in school, the less likely she is to be married before the age of 18 and have children during her teenage years. We used this strategic angle to build our idea around: the school uniform being merged with a bridal gown communicated the horror that child marriages bring. Media-wise, by disrupting a platform like the Bridal Couture Week, we were able to piggyback on the media wave that followed the event, completely hijacking the conversation around it. Through the stunt, we first targeted Pakistani influencers and media personnel who could spread the conversation that built pressure to involve policymakers. And second, through on-ground sessions, directly addressing the masses where these practices were widely prevalent. Describe the execution (20% of vote) In collaboration with the nation's best known bridal-wear artist Ali Xeeshan, we meticulously designed the new kind of a bridal outfit — one that symbolizes the trade-off that takes place when a girl is married young and is deprived of her right to an education — and revealed it on the bridal fashion industry's biggest night. As the showstopper of the night, amidst bejewelled adult brides in elaborate gowns, and with the nation's top fashion bloggers recording, out walked on the ramp a little girl wearing a Pakistani schoolgirl's uniform embellished with beautiful traditional bridal motifs, complete with a school bag. We researched a number of traditional bridalwear motifs in order to form a perfect balance between the existing uniform and the touches of celebration we added to it. The campaign was followed up by an online petition and onground educational material. Describe the results/impact (30% of vote) The disruptive stunt went viral and generated almost 500,000,000 social and news-media impressions, more than any campaign for this cause has ever done in Pakistan. Pakistani Senator S.Kamran took note of our campaign by name while proposing a bill to raise the legal marriage age to 18. The Islamic Council in turn proposed a groundbreaking amendment: a girl will not be legally allowed to leave her parents’ house in marriage until she turned 18. More recently, the Pakistani Senate approved a bill for raising the marriageable age to 18. The campaign further led to the police no longer turning a blind eye to underage marriages: arrests were made of people who were involved in such practices. It is pertinent to note that while the campaign generated millions of dollars in media coverage, the dress cost only under $100 to make, using existing school uniform samples and inexpensive bridal embroidery motifs.

新娘制服 | The Bridal Uniform

案例简介：背景 妇女署是致力于性别平等和增强妇女权能的联合国实体。联合国妇女署是全球妇女和女童的拥护者，旨在加快在满足全球需求方面的进展。妇女署还协调和促进联合国系统在促进性别平等以及与《2030议程》相关的所有审议和协议方面的工作。该实体致力于将性别平等定位为可持续发展目标和更具包容性的世界的基础。 我们的简介是提出一个独特的，破坏性的想法，不仅可以提高人们对巴基斯坦童婚问题的认识，而且可以在零媒体预算下做到这一点。从战略上讲，我们还负责教育公众，让一个女孩年轻结婚而不是教育她的长期有害影响。 总体目标是让有权通过法律以减少这种不平等的议会人士耳目。 描述您所在地区的文化/社会/政治/环境气候以及在此背景下您的竞选活动的重要性 巴基斯坦是世界上最糟糕的童婚记录之一。在过去十年中，几乎四分之一的巴基斯坦妇女在18岁之前结婚。这种做法几乎总是对女童不利，因为早婚导致女童面临文盲、抑郁和严重的健康问题。 联合国指出: “童婚通常是根深蒂固的性别不平等的结果，使女孩受到这种习俗的不成比例的影响。在全球范围内，男孩童婚的流行程度与女孩的5分之1。” 将巴基斯坦的法定结婚年龄提高到18岁的法案此前曾因宗教原因被政府拒绝，或者受到该国伊斯兰理事会强大决策者的影响。 描述创意 (投票30%) 众所周知，传统的巴基斯坦新娘穿着精致的婚纱: 明亮，色彩鲜艳，刺绣浓密的连衣裙与华丽的珠宝相结合。每年，巴基斯坦的新娘服装时装业都会举办大型活动，并在该年展示新的款式。这些节目通常由当地名人参加，礼服的售价为数百万卢比。 我们的想法是通过与该国最著名的时装设计师合作，并推出一种代表巴基斯坦悲惨状况的新型新娘礼服，劫持该国最大的新娘礼服，并强调早婚的事实导致失去教育和赋权。 因此，通过合并典型的巴基斯坦女学生制服和传统的巴基斯坦新娘婚纱，形成了新的 “新娘制服”。 描述策略 (投票20%) 数据表明，教育可以成为使女孩避免童婚并发挥潜力的最有力工具之一。女孩在学校停留的时间越长，她在18岁之前结婚并在青少年时期生孩子的可能性就越小。我们使用这种战略角度来构建我们的想法: 校服与新娘礼服合并，传达了童婚带来的恐怖。 在媒体方面，通过破坏像新娘时装周这样的平台，我们能够背负事件之后的媒体浪潮，完全劫持了围绕它的对话。 通过特技，我们首先针对巴基斯坦的有影响力的人和媒体人员，他们可以传播对话，从而施加压力，要求决策者参与进来。其次，通过实地会议，直接向这些做法广泛流行的群众发表讲话。 描述执行 (投票20%) 与美国最著名的婚纱艺术家阿里·谢山 (Ali Xeeshan) 合作，我们精心设计了一种新型的新娘服装-象征着一个女孩年轻时结婚并被剥夺了受教育权的权衡-并在新娘时装业最重要的夜晚透露了这一点。 作为当晚的热门节目，在精心制作的礼服中成为珠宝的成年新娘中，并在该国顶级时尚博客作者的录音下，一个小女孩走在坡道上，穿着巴基斯坦女学生的制服，上面装饰着美丽的传统新娘图案，并配有书包。 我们研究了许多传统的bridalwear图案，以便在现有制服和我们添加到其中的庆祝活动之间形成完美的平衡。 该运动随后进行了在线请愿书和地面教育材料。 描述结果/影响 (投票30%) 这种破坏性的特技在病毒上传播开来，并产生了几乎500,000,000的社交和新闻媒体印象，比巴基斯坦为这一事业所做的任何运动都要多。 巴基斯坦参议员S.Kamran在提出一项提高lega的法案时注意到了我们的竞选活动。结婚年龄到18岁。伊斯兰理事会反过来提出了一项开创性的修正案: 在18岁之前，女孩在法律上不被允许离开父母的婚姻房屋。 最近，巴基斯坦参议院批准了一项将结婚年龄提高到18岁的法案。 这场运动进一步导致警察不再对未成年婚姻视而不见: 逮捕了参与这种做法的人。 值得注意的是，尽管该活动产生了数百万美元的媒体报道，但使用现有的校服样品和廉价的新娘刺绣图案，这件衣服的制作成本仅不到100美元。

新娘制服 | The Bridal Uniform

案例简介：Background UN Women is the United Nations entity dedicated to gender equality and the empowerment of women. A global champion for women and girls, UN Women was established to accelerate progress on meeting their needs worldwide. UN Women also coordinates and promotes the UN system’s work in advancing gender equality, and in all deliberations and agreements linked to the 2030 Agenda. The entity works to position gender equality as fundamental to the Sustainable Development Goals, and a more inclusive world. Our brief was to come up with a unique, disruptive idea that would not only raise awareness of the issue of child marriages in Pakistan, but to do it at a zero media budget. Strategically, we were also tasked to educate the public about the long-term harmful effects of getting a girl married young instead of educating her. The overall objective was to reach the ears and desks of parliamentary figures who had the authority to pass laws in order to reduce this inequality. Describe the cultural/social/political/environmental climate in your region and the significance of your campaign within this context Pakistan has one of the worst records of child marriages in the world. Almost a quarter of all Pakistani women in the last ten years have been married before the age of 18. The practice almost always comes at a disadvantage for the girl child, who as a result of an early marriage faces illiteracy, depression, and severe health issues. The UN states: "Child marriage is often the result of entrenched gender inequality, making girls disproportionately affected by the practice. Globally, the prevalence of child marriage among boys is just one fifth that among girls." Bills to raise the legal marriage age in Pakistan to 18 have been rejected previously by the government on religious grounds, or by being influenced by powerful decision-makers in the country's Islamic Council. Describe the creative idea (30% of vote) The traditional Pakistani bride is known to wear an elaborate wedding outfit: bright, colorful, heavily embroidered dresses combined with flashy jewelery. Every year, the bridal-wear fashion industry in Pakistan hosts large events in which new styles are revealed for that year. These shows are typically attended by local celebrities where gowns sell for millions of rupees. Our idea was to hijack the country's largest bridal-wear fashion show by collaborating with the nation's best known fashion designer and by introducing a new kind of bridal gown that represents the sad state of affairs in Pakistan, and highlights the fact that an early marriage results in loss of education and empowerment. A new "Bridal Uniform" was thus formed by merging a typical Pakistani schoolgirl's uniform and a traditional Pakistani bride's wedding gown. Describe the strategy (20% of vote) Data shows that education can be one of the most powerful tools to enable girls to avoid child marriage and fulfil their potential. The longer a girl stays in school, the less likely she is to be married before the age of 18 and have children during her teenage years. We used this strategic angle to build our idea around: the school uniform being merged with a bridal gown communicated the horror that child marriages bring. Media-wise, by disrupting a platform like the Bridal Couture Week, we were able to piggyback on the media wave that followed the event, completely hijacking the conversation around it. Through the stunt, we first targeted Pakistani influencers and media personnel who could spread the conversation that built pressure to involve policymakers. And second, through on-ground sessions, directly addressing the masses where these practices were widely prevalent. Describe the execution (20% of vote) In collaboration with the nation's best known bridal-wear artist Ali Xeeshan, we meticulously designed the new kind of a bridal outfit — one that symbolizes the trade-off that takes place when a girl is married young and is deprived of her right to an education — and revealed it on the bridal fashion industry's biggest night. As the showstopper of the night, amidst bejewelled adult brides in elaborate gowns, and with the nation's top fashion bloggers recording, out walked on the ramp a little girl wearing a Pakistani schoolgirl's uniform embellished with beautiful traditional bridal motifs, complete with a school bag. We researched a number of traditional bridalwear motifs in order to form a perfect balance between the existing uniform and the touches of celebration we added to it. The campaign was followed up by an online petition and onground educational material. Describe the results/impact (30% of vote) The disruptive stunt went viral and generated almost 500,000,000 social and news-media impressions, more than any campaign for this cause has ever done in Pakistan. Pakistani Senator S.Kamran took note of our campaign by name while proposing a bill to raise the legal marriage age to 18. The Islamic Council in turn proposed a groundbreaking amendment: a girl will not be legally allowed to leave her parents’ house in marriage until she turned 18. More recently, the Pakistani Senate approved a bill for raising the marriageable age to 18. The campaign further led to the police no longer turning a blind eye to underage marriages: arrests were made of people who were involved in such practices. It is pertinent to note that while the campaign generated millions of dollars in media coverage, the dress cost only under $100 to make, using existing school uniform samples and inexpensive bridal embroidery motifs.

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新娘制服 | The Bridal Uniform

暂无简介