UN Women / الإمارات / 2013التواصل الاجتماعي · الإعلانات الخارجية · حملات العلاقات العامة

⁨The Autocomplete Truth⁩.

⁨Ads for UN Women built on real Google autocomplete suggestions about women, with the search box placed over each woman's mouth.⁩

العلامة التجارية: UN Women
الوكالة: Memac Ogilvy
السوق: الإمارات
المنطقة: عالمي
السنة: 2013

التحدي

⁨UN Women, a UN body created in 2010, wanted to show people who saw gender inequality as a thing of the past that discrimination against women was still widespread. The agency's entry says it also needed global exposure to back its work for women around the world.⁩

الفكرة

⁨Memac Ogilvy & Mather Dubai used real Google autocomplete suggestions for phrases such as "women should", "women shouldn't", "women need to" and "women cannot", from searches on 9 March 2013, in a series of four ads. Each shows a portrait of a woman with the search box over her mouth, "as if to silence their voices", in UN Women's words. UN Women released the ads in October 2013 and invited people to respond on Twitter under #womenshould. According to the entrant's case published by WARC, it began as a press campaign in the UAE before spreading online, and the agency says outdoor, posters and an online film seeded on news sites, blogs and social media took it further.⁩

النتائج

⁨1.3 billion global impressions and 335 million Twitter impressions by 2015, according to the agency's One Show 2015 entry⁩
⁨Over US$7 million in earned media and a 32.5% rise in donations, according to the Cannes Creative Effectiveness 2015 case published by WARC⁩
⁨Google stopped offering autocomplete for a number of the phrases afterwards, according to Memac Ogilvy's executive creative director Ramzi Moutran⁩

مصدر دراسة الحالة: UN Women المصدر ↖