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Deadly Questions

基本信息
行业: 网站及服务
媒体:设计与品牌
风格: Minimalism
说明cnen
Background

Australia is a unique country with a unique cultural history dating back 70,000 years.

But despite 230 years of colonial settlement, Australia is also sadly unique for being the only member of the Commonwealth that does not hold a treaty with its first peoples.

In 2016, when a new Government entered office in the state of Victoria and asked and asked the Aboriginal community what they wanted – the answer was resoundingly Treaty.

For context, Treaty is an agreement between the state government and Aboriginal peoples. The contents of the Treaty are worked out between the two parties. It’s not a public vote.

But a Treaty still requires public support to ensure it’s accepted. And to gain that, we needed to confront non-Aboriginal people’s prejudices about Aboriginal culture.

Our brief was to build support for the treaty process primarily among the non-Aboriginal community, but also within the diverse Aboriginal community.

Describe the creative idea (40% of vote)

Deadly Questions. You ask. Aboriginal Victorians answer.

Deadly Questions is a platform that connects everyday Australians with everyday Aboriginal Victorians, building open dialogue around the topics Australians have avoided for countless years.

To the average person, ‘Deadly’ this might sound dangerous or even ominous. But in Aboriginal circles, ‘deadly’ translates to cool or awesome. This asymmetry was a poignant reflection of the asymmetry of perspective not uncommon in everyday Australia.

Critically – the campaign did not control the message. The non-Aboriginal community controlled the questions and could ask them anonymously. Aboriginal Victorians controlled the answers. And the answers were as diverse and conflicting as people are in real life.

Through these answers we were able to broach the topics that needed to be discussed for Treaty to be successful: race, racism, power, history, politics, and reconciliation. But there was also room for the everyday too: food, family, technology and tradition.

Describe the execution (40% of vote)

Sparking conversation with provocative questions

We launched with OOH showing questions most Australians wouldn’t dare ask out loud.

We released films with Aboriginal Victorians answering questions, such as ‘is being Aboriginal just the colour of your skin?’, helping spark curiosity and conversation.

The interface for a cultural conversation

Media pushed towards deadlyquestions.vic.gov.au, where people could ask their own questions.

On the other side of the website was a moderation platform built to be accessible in any device and internet connection. Anyone from the 38 indigenous groups could log in, review questions and submit answers via video, photo, text or audio, creating a live, honest and uncensored conversation.

Introducing ‘Treaty’ messaging

We then introduced questions about a treaty. Given its ambiguous outcomes, we needed to focus not on what it was, but why it was needed and what it really meant to the people it affected.

List the results (20% of vote)

We got Australia talking

At launch we generated 371 news clippings, resulting in a cumulative audience reach of 110 million in the first 4 weeks. This placed us on mainstream television stations, weekend newspapers, and the country’s biggest news websites.

We had thousands of questions asked, answered and read

Victorians spent 3,950 hours on the site. 3,474 unique questions were asked, 2,703 (legitimate) questions were answered and 260,000 answers viewed.

This content now forms one of the most diverse and accessible forms of Aboriginal education online that can continue to educate for years to come.

Attitudes shifted to the positive

There were significant shifts to Victorian’s wanting to learn more about Aboriginal people (61% to 77%) and formalizing the process (43% to 60%).

And in late June 2018, the Victorian government passed a historic law to create a Treaty framework, in which this result was supported by our campaign’s efforts.
制作信息
品牌:
广告公司:
奖项
戛纳国际创意节 2019
入围 设计
UX, UI & Journey Design
戛纳国际创意节 2019
入围 直效
Not-for-profit / Charity / Government
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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