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睁开你的眼 | Open your eyes

基本信息
行业: 公益与非盈利组织
媒体:设计与品牌
投放:德国
风格: Minimalism
说明cnen
Synopsis
TERRES DES FEMMES is a non-profit women's rights organization. They strive for international networking with other women's rights organizations, support women in consulting, and they support projects, organizations and initiatives by women for women from abroad. The campaign “Open Your Eyes” clearly strengthens the organization in its fight against FGM, helps threatened women and girls with advice, and shows supporters how to help. Brief After the launch of our campaign in Print and OOH, we were asked to raise awareness for this terrible abuse of human rights also online . The brief was to create an attention-grabbing multichannel campaign with a strong voice in social media to educate the public about this cause and raise money for the fight against FGM. Objectives The objectives were to “open the eyes” of the public to this cruel ritual, make people aware of the problem and to raise money to educate change agents.
Strategy
Data gathering - Target audience (consumer demographic/individuals/organisations) Men and women of all ages who are willing to donate money and to show support by posting the images. Approach We developed visuals that created awareness through its surprising looks. The two image ideas in one brought the message across in a powerful way.
Outcome
60 % increase in public awareness 120 % increase within our target audience 106 % increase in donations during the campaign period Professional associations and gynecologists supported the campaign
Execution
Implementation Print, OOH, digital Timeline: 27.4. - ongoing Placement: Billboards in Dortmund, Germany / Magazine DATEs, Germany, Facebook, Instagram Scale - Billboards - A4 Print Ad gifs
CampaignDescription
Too many people ignore the fact that FGM is still happening, and that the number of victims in Europe and the US is rising. So we wanted to create a visually strong idea, asking people to open their eyes to this cause. But most of us are tired of being confronted with shocking pictures. Not to mention, the affected women don’t want to be portrayed as victims anymore. So we had to find a stronger solution. The idea: We took close-up photos of the squinted eyes of women affected by FGM. By tilting the picture by 90 degrees the squinted eye with intermeshed eyelashes looks like a cut female genital. In this way, the viewer needs to take a second look to realize what they are looking at. The key visual was also used in films and gifs, where the eyes opened after a few seconds for a clear resolution.
BriefWithProjectedOutcomes
FGM – Female genital mutilation is still happening. Studies talk about 200 million affected girls and women everywhere in the world – and the number is increasing. Even in developed countries like Germany 50’000 women and girls are threatened by FGM. Unfortunately, there is very little public awareness of the issue. TERRES DES FEMMES is a non-profit women's rights organization. They strive for international networking with other women's rights organizations, support women in consulting and support projects, organizations and initiatives by women for women from abroad. They fight against female genital mutilation, circumcision of infants, violence in the name of honor, trafficking in women, forced prostitution and domestic violence.
制作信息
品牌:
广告公司:
首席创意官:
执行创意总监:
美术指导:
摄影:
制作公司:
导演:
摄影指导:
剪辑:
音效设计:
其他职位:Entrant Company: GREY GERMANY, Düsseldorf, Germany
Media Agency: GREY MEDIA GERMANY, Düsseldorf, GERMANY
Additional Company: KINETIC WORLDWIDE, Düsseldorf, GERMANY
Additional Company: MUSIC MAKING PEOPLE, Duesseldorf, GERMANY
Creative Supervisor Copy, Thomas Kuhn, Grey Duesseldorf
Creative Supervisor Art, Markus Werner, Grey Duesseldorf
New Business, Sonja Ruschke, Grey Duesseldorf
Chief Marketing Officer, Michael Rewald, Grey Duesseldorf
Senior Art Director Digital, Alper Yazar, Grey Duesseldorf
Concepter Digital, Christoph Korfhage, Grey Duesseldorf
Director of Production, Peter Engel, Grey Duesseldorf
奖项
戛纳国际创意节 2018
入围 可持续发展目标
People > Gender Equality
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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