榮民榮眷基金會品牌推廣案

Veterans and Dependents Foundation Brand Promotion

榮民不只是北北！打破榮民身份的刻板印象

一講到榮民，大家想到的多數是外省籍、年紀大、操著鄉音的北北。不過隨著時代的前進，榮民族群的組成也有很大的變化，除了北北之外，更多是投報國家退役後的壯年世代，成為各行各業的中堅份子，持續為社會付出與貢獻。

為帶動社會大眾對榮民的認識，我們持續經營官方臉書粉絲團，以社群化的語言向大家分享議題；也與台灣吧合作，推出「榮民不只是北北」的影片，以活潑幽默的動畫與大家分享榮民對國家的貢獻，更舉辦首映座談，邀請同為「榮民二代」的VERSE社長張鐵志，和作家/資深媒體人蔡詩萍聊聊記憶裡的榮民生活光景，也由臺灣吧執行長蕭宇辰、共同創辦人林辰，一起分享對榮民處境的觀察，期待榮民、榮眷以及榮二代在現今的社會都對於自己身份有更多的詮釋與認同。

行銷統籌：左腦創意
形象影片：臺灣吧 Taiwan Bar
首映記者會：VERSE

Veterans are more than grandpas! Break the stereotype against veterans

When it comes to veterans, the most common impression we have are grandpas from the Mainland China with accents of their hometowns. Yet, as time went by, the composition of veterans changed significantly as well. In addition to the grandpas, there are more retired military veterans in their prime, working as pillars across all walks of life, contributing still to the society. 

To elevate the wider society’s knowledge of veterans, we continue to maintain Veterans and Dependents Foundation’s Facebook Page to share topics with people in the tone of social media. We also work with Taiwan Bar to produce the video Veterans are Not just Grandpas , sharing with people veterans’ contributions to the country through the lively, humorous animation. Furthermore, we organized a premiere talk, inviting the President of Verse CHANG Tieh-chih and writer/senior media worker TSAI Shi-Ping, who are of “the 2nd generation of veterans,” to talk about the lives of veterans in their memories. Meanwhile, CEO Thomas HSIAO and Co-founder Buchi of Taiwan Bar jointly shared their observations of veterans’ situations. Hence, we expect more interpretations and identification for their own identities in the society today from veterans, their dependents, and their second generation alike.