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Talking Walls

基本信息
行业: 公益与非盈利组织
媒体:网络
风格: Minimalism
说明cnen
Why is this work relevant for Brand Experience & Activation?

To make the project relevant, we have made for the first time some silent witnesses who have always been there, thanks to the technology break their silence.
The walls of the houses where these abuses take place, walls of rooms, dining rooms, halls, silent witnesses of a drama that accompanies us.

These walls are faithful reproductions of the walls of the houses where these cases occurred, through a process of documentation photographs were obtained to be able to reproduce them
faithfully.

These facts have generated interest and news in the media, and the curiosity of the public that has responded in a massive way, and has understood that history
that is told in your ear, in privacy it is worth sharing and echoing through your social networks.


Background

969 women and 23 children were murdered in the last 14 years due to gender violence.
Only in 2018, 47 women and eight minors victims of sexist crimes died.
Only one would be too much and there are many. Many stories that should have been told before. Many deaths, abuses and humiliations that could have been avoided.
The Women Foundation wants to send a strong message: zero tolerance must be the way. Denouncing time can save lives.

Gender violence is a very serious problem in Spain, with more than 4,500 victims each year, and an average of 60 women murdered, for this type of violence since they have statistics (2003).
These cases take place in private environments, in homes, in rooms, in the privacy of people's lives.
where there are no witnesses or help.


Describe the creative idea (20% of vote)

Fundación Mujeres wants to give voice to the voiceless. Make public the different real cases of abuse to raise awareness in society about the need to break the silence in the face of gender violence. And do it in an original, notorious and relevant way.

It will be the walls themselves that tell the stories. Who better than them who have seen everything and kept silent? What better metaphor for all those who act as human walls? All the environment that surrounds the victim, who is silent and gives; all those neighbors, friends and family, who look away. They are only walls. And we want to make you talk.
But Addressing a new approach to gender-based violence and its other victims: the children of women murdered by their partners and who are left to their fate by society.


Describe the strategy (20% of vote)

We decided to create an itinerant exhibition that we installed in places of passage, reaching an agreement with ADIF (Administrator of Railway Infrastructures) to use the central stations throughout the country.
Getting to catch the attention of those users in transit or waiting at the stations. In this way we take advantage of the large amount of trafrico that these stations have so that the viral potential of the piece will do the rest. In this way we achieved that through social networks users who had not passed through the station furan impacted and get generate interest in the media.


Describe the execution (30% of vote)

To mark International Day for the Elimination of Violence Against Women, we created an exhibition which recreated the walls of the victim's homes to tell true stories from the mouths of the relatives who took care of their children.

Using bone conduction sound transmission technology the visitor could only hear the stories if they put their ear to the walls.

It was an immersive experience about the problem which opened just before the Act on improving the situation of children who were orphans of victims of gender violence and other forms of violence against women was voted on in the Parliament. It was also accompanied by digital actions, in social media, out-of-home advertising and PR


List the results (30% of vote)

The campaign managed to update the problem
and was collected by the main media getting a hearing of 36,708,447 and a return value in media of 618,645 €.

But the most important:
On 1 May 2019 the Act on the protection of children orphaned due to gender-based violence
was passed (approved) after three years of stalemate in Parliament.
制作信息
品牌:
广告公司:
奖项
戛纳国际创意节 2019
入围 品牌体验与激活
Tangible & Spatial Technology
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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