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The Worst Soap Opera

基本信息
行业: 公益与非盈利组织
媒体:影视
投放:多米尼加共和国
风格: Minimalism
说明cnen
Synopsis
In the Dominican Republic, 37% of women get married before turning 18, and 12% before their 15th birthday. To make matters worse, the law actually allows this but a big part of the country is blind to this reality. Unicef asked for our help to make this a matter of national interest and demand action from the government to change the law.
Strategy
Our strategy was to tell the story in a raw way to provoke disgust in the viewers, making them feel uncomfortable and demand the TV networks to take the soap opera off air, which is a common occurrence in our country when it comes to indecent content. We then turned our conversation from disgust into a war cry for change, by revealing that the stories where taken directly from the lives of people going through this kind of violence, true stories that no one would like to see ever again, letting the public know that there is a law that allows child marriage and that it had to be changed. The strategy was to get the support of the public, celebrities, the press and, most importantly, get government officials to change this law.
Outcome
- 10 episodes -The Worst Soap Opera became trending topic offline & online. - In the first 2 weeks: More than US$1,048,278 on earned media, More than 6,000,000 views on YouTube and FaceBook, in a country with only 10.6 million people. -More than 200 airings and placements including major TV networks, PR coverage in TV, newspapers, magazines, digital channels, social media and radio. -Over 1,000,000 influencers & bloggers echoed our message. -Congressmen spoke publicly about the necessity to modify the law, and even the Vice-president got involved. -A new law was made prohibiting marriage until 18 years of age, with out exceptions. -The Campaign has been officially recognized as one of the most successful UNICEF campaigns.
Execution
In the country, soap operas are the most viewed piece of content. We created a ten episode story about the lusty love of an adult man living with an underage girl and the raw violence and abuse that followed, all while her family was unable to do anything about it. The show premiered with an integrated campaign and the episodes aired during prime time in the most important TV networks, and on the Internet right after. This ignited a conversation on social media were the viewers and the press asked to take the soap opera off air. Then, on live interviews we revealed that these stories were not fiction and were actually inspired by real life ones. After this, the conversation switched into a public cry from Celebrities, Media, and the public demanding the government to change the law. Each episode of the soup opera became a battle flag.
CampaignDescription
We created a piece of content that lured viewers in and showed them this reality. Soap operas are the most watched media and TV content in the country, that's why we created a ten episode story about an unusual kind of love: the lusty love of an adult man living with an underage girl and the raw violence and abuse that followed, all while her family was unable to do anything about it. The show premiered with an integrated campaign and the episodes aired during prime time in the most important TV networks, and on the Internet right after. Indignation was our goal, we wanted to provoke the audience by making them angry with the content of the soap opera in order to start a conversation.
BriefWithProjectedOutcomes
In the Dominican Republic, 37% of women get married before turning 18, and 12% before their 15th birthday. To make matters worse, the law actually allows this, where parents can't do nothing to stop it. This is an old law that comes from the time of the colonies and has survive because a large part of the country is blind to this reality or believe that its ok (Mostly males).
制作信息
品牌:
广告公司:
奖项
戛纳国际创意节 2018
入围 可持续发展目标
Reduced Inequalities
视频语音识别与翻译工具

我们采用了 Google Cloud Speech-to-Text(利用机器学习技术将语音转换为文本)与有道自然语言翻译服务
开启此功能,可以实现:
1. 在播放视频时,同步浏览视频原文字幕
2. 在此处选中字幕单词即可显示其中文翻译

* 与人工专业翻译不同,语音识别与自然语言翻译均存在偏差与非官方性,请仅作为参考。

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