Aagahi|微电影|广告营销案例【ADGuider广告指南】

Aagahi

案例简介：背景一家广播电台、电视网和妇女倡导团体合作，创建了一个交叉的、第一次的全国性法律宣传活动。虽然这些组织/品牌的性质不同，但每个组织/品牌都以自己的方式努力消除基于性别的歧视。我们的简报是用电影教育巴基斯坦妇女关于警察制度和法律，并直接接触到所有妇女，绕过男性守门人了解这些知识。我们的目标是将我们的接触范围扩大到巴基斯坦的农村和城市妇女，使她们能够获得无畏地要求伸张正义所需的信息和资源。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意义每两个经历暴力的巴基斯坦妇女中就有一个从未寻求帮助或告诉任何人这些事件 (人口基金)。巴基斯坦的妇女不知道自己的权利，她们不知道如何驾驭警察和法律制度。羞耻文化迫使女性不能公开谈论这些问题。这些电影是开创性的，因为它们揭开了女性的法律和警察系统的神秘面纱。这场运动受到了很多反弹，因为我们能够绕过传统手段。与男性相比，妇女获得财产、受教育、就业等的机会仍然相当低。他们习惯于不为自己说话，即使他们受到了委屈。有保护女性的法律，但没有努力传播意识，因为让女性处于黑暗中是有益的。即使有些妇女想争取自己的权利，她们也不知道处理这些问题的资源或组织。我们使用动画电影来传播人们对巴基斯坦法律程序的认识，并赋予妇女以被剥夺的知识的权力。描述创造性的想法 (投票30%) 经过初步的研究和对活动人士和律师的采访，我们列出了巴基斯坦女性几乎不了解的话题，从如何提交警方报告、离婚法、家庭暴力、性骚扰、强奸开始。我们将如何处理这些严肃 (和图形) 的话题，并将其分解，以便所有女性，包括未受过教育的女性，都能够理解？在一个男人一直控制着获取这些知识的国家，我们怎么能让我们的电影被允许呢？我们决定使用动画，这是一种非威胁性友好的媒介，将使我们能够以更清晰和简洁的方式呈现复杂的过程。这些视频可以在网上获得，观众可以随时访问。我们还列出了经过审查的资源，法律求助热线，庇护所，咨询服务在每部电影的最后，以便妇女可以在需要时寻求帮助。描述策略 (投票20%) 考虑到我们不同的受众 (城市，农村，受过教育，没有受过互联网的女性)，我们必须在我们的传播策略中获得创造性。我们采取了三管齐下的方法来接触农村妇女、城市妇女，我们想直接接触她们。我们设计了一个移动电影院 -- 一辆将前往农村地区的卡车。它的身体上配备了一个屏幕，用于举办户外放映，卡车内设有一个较小的放映室，以便该国较隔离地区的女性可以观看电影，而不会受到骚扰。这些电影是乌尔都语，并带有英语字幕，使更多的观众可以使用它们。当女性可以自由观看而男性无法控制遥控器时，我们将这些电影放在白天的电视上，然后在男性和女性名人的帮助下开展了一场社交媒体活动。描述执行 (投票的20%) 我们首先就在构思阶段选择的问题起草剧本。一旦经过法律专家的审查，每部电影大约需要四周的时间才能完成。在与各种团体测试电影后，我们在社交媒体上发起了Aagahi运动。为了接触没有互联网接入的女性，我们与当地团体合作举办基层放映活动。我们的移动电影院走遍全国，我们在350多个地点举办放映，包括节日、学校和社区中心。我们通过改编为电视和广播的短片来放大这场运动，并邀请名人创作自己的内容，向他们的追随者介绍这些法律。电视和广播节目主持人接受了这项活动，并指定了时段讨论这些问题。在国际妇女节，我们在卡拉奇和流动电影院一起参加了妇女游行，我们的认识链成为不懈行动运动的一部分。描述结果/影响 (投票30%) 我们通过移动影院、电视、广播和在线，达到了2400万人; 这些电影在网上疯传，成千上万的女性在社交媒体上分享了这些视频; 评论蜂拥而至，女性承认她们不知道这些法律的存在; 移动影院进行了全国范围的基层放映p在350个地点直接接触到农村妇女; 妇女在放映后积极参与问答环节，并仔细记下每部影片结尾处列出的经过审查的资源; 信德省和旁遮普省人口最多的两个省的省政府已经在他们的教育节目中采用了这些电影。

Aagahi

案例简介：Background A radio station, TV network, and women’s advocacy group collaborated to create an intersectional, first-of-its-kind, nationwide legal awareness campaign. While the nature of these organizations/brands is different, each strives toward eradicating gender-based discrimination in its own way. Our brief was to use film to educate Pakistani women about the police system and laws and reach all women directly, bypassing male gatekeepers to this knowledge. Our objective was to expand our reach to rural and urban women in Pakistan so that they have access to the information and resources they need to fearlessly demand justice. Describe the cultural/social/political/environmental climate in your region and the significance of your campaign within this context One in two Pakistani women who experience violence never seek help or tell anyone about these incidents (UNFPA). Women in Pakistan aren’t aware of their rights and they don’t know how to navigate the police and legal system. A culture of shame forces women not to talk openly about these issues. These films are groundbreaking because they demystify the legal and police system for women. The campaign received a lot of backlash because we were able to bypass traditional means. Women’s access to property, education, employment, etc. remains considerably lower compared to that of a man’s. They are conditioned not to speak up for themselves, even when they are being wronged. There are laws that protect women, but no effort is made to spread awareness because it benefits men to keep women in darkness. Even if some women want to fight for their rights, they are unaware of the resources or organizations that deal with these issues. We used animated films to spread awareness about the legal process in Pakistan and empower the women with knowledge that is denied to them. Describe the creative idea (30% of vote) After initial research and interviews with activists and lawyers, we listed topics that Pakistani women have little knowledge about, starting from how to file a police report, divorce laws, domestic violence, sexual harassment, rape. How would we take on these serious (and graphic) topics and break them down so all women, including uneducated women, would be able to understand? And how could we make our films permissible in a country where men have always controlled access to this knowledge? We decided to use animation, a non-threatening and friendly medium that would allow us to present complex processes with greater clarity and concision. The videos are available online and can be accessed by viewers at any time. We also list vetted resources, legal helplines, shelters, counseling services at the end of each film so women can seek help when they need it. Describe the strategy (20% of vote) Considering our diverse audience (urban, rural, educated, uneducated women, women with and without access to the internet) we had to get creative in our dissemination strategy. We took a three-pronged approach to reach rural women, urban women, and we wanted to reach them directly. We devised a mobile cinema - a truck that would journey to rural areas. It is outfitted with a screen on its body to host outdoor screenings, and a smaller screening room inside the truck so that women in more segregated parts of the country can watch the films without being harassed. The films are in Urdu with English subtitles, making them available to a wider audience. We placed the films on daytime TV when women are free to watch and men don’t control the remote, on the radio, and ran a social media campaign aided by male and female celebrities. Describe the execution (20% of vote) We began by drafting scripts on the issues selected in the ideation phase. Once vetted by legal experts, each film took about four weeks to complete. After testing the films with various groups, we launched the Aagahi campaign on social media. To reach women who don’t have internet access, we partnered with local groups to host grassroots screenings. Our mobile cinema traveled countrywide and we hosted screenings at over 350 locations, including festivals, schools, and community centers. We amplified the campaign through short clips adapted for TV and radio, and invited celebrities to create their own content informing their followers about these laws. TV and radio show hosts embraced the campaign and designated slots to discuss these issues. And on International Women’s Day, we attended the Women’s March in Karachi with the mobile cinema in tow, our chain of awareness becoming part of a movement of relentless action. Describe the results/impact (30% of vote) We reached 24 million people through the mobile cinema, TV, radio, and online; The films went viral online and thousands of women shared these videos on social media; Comments poured in, with women admitting they had no idea these laws existed; The mobile cinema conducted a nationwide grassroots screening program in 350 locations reaching rural women directly; Women were actively engaged in the Q&A sessions following the screenings and carefully noted down vetted resources listed at the end of each film; Provincial governments of the two most populated provinces, Sindh and Punjab, have adopted the films in their educational programs.

Aagahi

案例简介：背景一家广播电台、电视网和妇女倡导团体合作，创建了一个交叉的、第一次的全国性法律宣传活动。虽然这些组织/品牌的性质不同，但每个组织/品牌都以自己的方式努力消除基于性别的歧视。我们的简报是用电影教育巴基斯坦妇女关于警察制度和法律，并直接接触到所有妇女，绕过男性守门人了解这些知识。我们的目标是将我们的接触范围扩大到巴基斯坦的农村和城市妇女，使她们能够获得无畏地要求伸张正义所需的信息和资源。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意义每两个经历暴力的巴基斯坦妇女中就有一个从未寻求帮助或告诉任何人这些事件 (人口基金)。巴基斯坦的妇女不知道自己的权利，她们不知道如何驾驭警察和法律制度。羞耻文化迫使女性不能公开谈论这些问题。这些电影是开创性的，因为它们揭开了女性的法律和警察系统的神秘面纱。这场运动受到了很多反弹，因为我们能够绕过传统手段。与男性相比，妇女获得财产、受教育、就业等的机会仍然相当低。他们习惯于不为自己说话，即使他们受到了委屈。有保护女性的法律，但没有努力传播意识，因为让女性处于黑暗中是有益的。即使有些妇女想争取自己的权利，她们也不知道处理这些问题的资源或组织。我们使用动画电影来传播人们对巴基斯坦法律程序的认识，并赋予妇女以被剥夺的知识的权力。描述创造性的想法 (投票30%) 经过初步的研究和对活动人士和律师的采访，我们列出了巴基斯坦女性几乎不了解的话题，从如何提交警方报告、离婚法、家庭暴力、性骚扰、强奸开始。我们将如何处理这些严肃 (和图形) 的话题，并将其分解，以便所有女性，包括未受过教育的女性，都能够理解？在一个男人一直控制着获取这些知识的国家，我们怎么能让我们的电影被允许呢？我们决定使用动画，这是一种非威胁性友好的媒介，将使我们能够以更清晰和简洁的方式呈现复杂的过程。这些视频可以在网上获得，观众可以随时访问。我们还列出了经过审查的资源，法律求助热线，庇护所，咨询服务在每部电影的最后，以便妇女可以在需要时寻求帮助。描述策略 (投票20%) 考虑到我们不同的受众 (城市，农村，受过教育，没有受过互联网的女性)，我们必须在我们的传播策略中获得创造性。我们采取了三管齐下的方法来接触农村妇女、城市妇女，我们想直接接触她们。我们设计了一个移动电影院 -- 一辆将前往农村地区的卡车。它的身体上配备了一个屏幕，用于举办户外放映，卡车内设有一个较小的放映室，以便该国较隔离地区的女性可以观看电影，而不会受到骚扰。这些电影是乌尔都语，并带有英语字幕，使更多的观众可以使用它们。当女性可以自由观看而男性无法控制遥控器时，我们将这些电影放在白天的电视上，然后在男性和女性名人的帮助下开展了一场社交媒体活动。描述执行 (投票的20%) 我们首先就在构思阶段选择的问题起草剧本。一旦经过法律专家的审查，每部电影大约需要四周的时间才能完成。在与各种团体测试电影后，我们在社交媒体上发起了Aagahi运动。为了接触没有互联网接入的女性，我们与当地团体合作举办基层放映活动。我们的移动电影院走遍全国，我们在350多个地点举办放映，包括节日、学校和社区中心。我们通过改编为电视和广播的短片来放大这场运动，并邀请名人创作自己的内容，向他们的追随者介绍这些法律。电视和广播节目主持人接受了这项活动，并指定了时段讨论这些问题。在国际妇女节，我们在卡拉奇和流动电影院一起参加了妇女游行，我们的认识链成为不懈行动运动的一部分。描述结果/影响 (投票30%) 我们通过移动影院、电视、广播和在线，达到了2400万人; 这些电影在网上疯传，成千上万的女性在社交媒体上分享了这些视频; 评论蜂拥而至，女性承认她们不知道这些法律的存在; 移动影院进行了全国范围的基层放映p在350个地点直接接触到农村妇女; 妇女在放映后积极参与问答环节，并仔细记下每部影片结尾处列出的经过审查的资源; 信德省和旁遮普省人口最多的两个省的省政府已经在他们的教育节目中采用了这些电影。

Aagahi

案例简介：Background A radio station, TV network, and women’s advocacy group collaborated to create an intersectional, first-of-its-kind, nationwide legal awareness campaign. While the nature of these organizations/brands is different, each strives toward eradicating gender-based discrimination in its own way. Our brief was to use film to educate Pakistani women about the police system and laws and reach all women directly, bypassing male gatekeepers to this knowledge. Our objective was to expand our reach to rural and urban women in Pakistan so that they have access to the information and resources they need to fearlessly demand justice. Describe the cultural/social/political/environmental climate in your region and the significance of your campaign within this context One in two Pakistani women who experience violence never seek help or tell anyone about these incidents (UNFPA). Women in Pakistan aren’t aware of their rights and they don’t know how to navigate the police and legal system. A culture of shame forces women not to talk openly about these issues. These films are groundbreaking because they demystify the legal and police system for women. The campaign received a lot of backlash because we were able to bypass traditional means. Women’s access to property, education, employment, etc. remains considerably lower compared to that of a man’s. They are conditioned not to speak up for themselves, even when they are being wronged. There are laws that protect women, but no effort is made to spread awareness because it benefits men to keep women in darkness. Even if some women want to fight for their rights, they are unaware of the resources or organizations that deal with these issues. We used animated films to spread awareness about the legal process in Pakistan and empower the women with knowledge that is denied to them. Describe the creative idea (30% of vote) After initial research and interviews with activists and lawyers, we listed topics that Pakistani women have little knowledge about, starting from how to file a police report, divorce laws, domestic violence, sexual harassment, rape. How would we take on these serious (and graphic) topics and break them down so all women, including uneducated women, would be able to understand? And how could we make our films permissible in a country where men have always controlled access to this knowledge? We decided to use animation, a non-threatening and friendly medium that would allow us to present complex processes with greater clarity and concision. The videos are available online and can be accessed by viewers at any time. We also list vetted resources, legal helplines, shelters, counseling services at the end of each film so women can seek help when they need it. Describe the strategy (20% of vote) Considering our diverse audience (urban, rural, educated, uneducated women, women with and without access to the internet) we had to get creative in our dissemination strategy. We took a three-pronged approach to reach rural women, urban women, and we wanted to reach them directly. We devised a mobile cinema - a truck that would journey to rural areas. It is outfitted with a screen on its body to host outdoor screenings, and a smaller screening room inside the truck so that women in more segregated parts of the country can watch the films without being harassed. The films are in Urdu with English subtitles, making them available to a wider audience. We placed the films on daytime TV when women are free to watch and men don’t control the remote, on the radio, and ran a social media campaign aided by male and female celebrities. Describe the execution (20% of vote) We began by drafting scripts on the issues selected in the ideation phase. Once vetted by legal experts, each film took about four weeks to complete. After testing the films with various groups, we launched the Aagahi campaign on social media. To reach women who don’t have internet access, we partnered with local groups to host grassroots screenings. Our mobile cinema traveled countrywide and we hosted screenings at over 350 locations, including festivals, schools, and community centers. We amplified the campaign through short clips adapted for TV and radio, and invited celebrities to create their own content informing their followers about these laws. TV and radio show hosts embraced the campaign and designated slots to discuss these issues. And on International Women’s Day, we attended the Women’s March in Karachi with the mobile cinema in tow, our chain of awareness becoming part of a movement of relentless action. Describe the results/impact (30% of vote) We reached 24 million people through the mobile cinema, TV, radio, and online; The films went viral online and thousands of women shared these videos on social media; Comments poured in, with women admitting they had no idea these laws existed; The mobile cinema conducted a nationwide grassroots screening program in 350 locations reaching rural women directly; Women were actively engaged in the Q&A sessions following the screenings and carefully noted down vetted resources listed at the end of each film; Provincial governments of the two most populated provinces, Sindh and Punjab, have adopted the films in their educational programs.

Aagahi

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