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CENSORED TWEET

基本信息
行业: 公益与非盈利组织
媒体:网络
投放:巴西
风格: Minimalism
说明cnen
Describe the campaign/entry
In many countries, censorship still is a strong reality. To engage more and more people in this issue, we created an online movement for freedom of speech: Censored Tweet. At first, the user was surprised by a tweet made only by black bars and a non-identified link in his Twitter feed.
After clicking on the link, the user was taken to the campaign website and the concept message was revealed: “In many countries, this is what happens with who try to express themselves.”
On the website, the user was invited to make his own tweet to keep the movement going, each tweet making the cause grow stronger.
In just over 20 days, more than 12 million people were impacted on Twitter alone.
Censored Tweets were made in 117 countries.
Celebrities and opinion-makers in different countries spontaneously joined the campaign with their tweets and free coverage was generated in newspapers, radios, TV channels, social networks, as well as websites and blogs from all over the world, achieving a media worth of over $658,000 with close to zero investment (less than $3,000 budget exclusively for production and registration of the website/tool).
In just a few days a global campaign was born with huge visibility led by the people and all this PR, bringing censorship back into the spotlight.

Describe the brief from the client
We wanted to highlight and fight censorship and the lack of freedom of speech.

Results
In just over 20 days, a movement that started with a single tweet, went on to reach over 12 million people on Twitter alone. (Source: Scup and Social Ping)
Censored Tweets were made in 117 countries. (Source: Scup and Social Ping)
Spontaneous media was generated in newspapers, radios, TV channels, as well as social networks, websites and blogs from all over the world. Including two of the most important news networks in Brazil and was theme of a whole debate in a well known cultural TV channel.

Execution
A tweet with special characters that simulated black bars of censorship – generating curiosity – followed by a non identified link was suddenly seen on the user’s Twitter feed. After clicking on the link, users were taken to the campaign website developed in 7 different languages that automaticaly recognized the location it was being accessed from.
On the website, users were impacted with the message and invited to participate in the movement by publishing their own censored tweets in their feed, with one click. That way users became embassadors of our cause to their followers.

The Situation
Censorship is still strong in many countries and the constant fight against it still goes on. For being a local problem, the discussion about the theme is not as common as it should be except in the countries that suffer from this issue. We wanted to create a campaign that was able to highlight this cause and engage the highest amount of people from different countries, including opinion leaders and the public in general, putting pressure on oppressors.

The Strategy
To generate buzz and engagement, we made censorship reach people on the very medium they go to express their opinions and where they could become “embassadors” of our cause and the medium itself to spread the message. With a simple click, tweets with special characters made of black bars simulating censorship, were created and published by users. With every new tweet more and more people were impacted with the campaign and encouraged to participate as well.
The website was developed in 7 different languages, and automaticaly recognized the the location it was being accessed from, facilitating growth of the movement.
The ultimate strategy was to make the cause relevant even in countries that don’t suffer this reality, adding new strenght to the fight.
制作信息
品牌:
广告公司:
执行创意总监:
创意总监:
文案:
美术指导:
制片:
其他职位:Contact: Marcia Feitosa, Cica Mattos
Project Manager: Anderson Passos
奖项
戛纳国际创意节 2013
银奖 公关活动
Best Use of Social Media
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