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I'm McKenna Pope. I'm 14 years old,
我叫麥肯娜·波普，今年14歲
and when I was 13, I convinced
在我十三歲的時候，我成功地說服了
one of the largest toy companies,
世界上最大的
toymakers, in the world, Hasbro,
玩具公司之一“孩之寶“
to change the way that they marketed
改變了他們對其最暢銷玩具的
one of their most best-selling products.
營銷策略
So allow me to tell you about it.
也就是我要講給大家的故事
So I have a brother, Gavin.
我有個弟弟叫嘉文
When this whole shebang happened, he was four.
這整件事兒發生的時候他才四歲
He loved to cook.
嘉文很喜歡做飯
He was always getting ingredients out of the fridge
他常常從冰箱里拿出各種食材
and mixing them into these, needless to say,
把他們攪合成...呃 不用說
uneatable concoctions,
亂七八糟的東西
or making invisible macaroni and cheese.
有時候他會假裝自己在做通心粉和起司
He wanted to be a chef really badly.
嘉文真的很想當一個廚師
And so what better gift for a kid who wanted to be a chef
于是我就想，對于一個想作大廚的小朋友來說
than an Easy-Bake Oven. Right?
還有什么是比一個簡易烤箱更好的禮物呢！不是嗎？
I mean, we all had those when we were little.
我是說，我們小時候都曾經有過類似的經歷
And he wanted one so badly.
而且我弟弟真的很想要一個
But then he started to realize something.
但是緊接著他發現
In the commercials, and on the boxes for the Easy-Bake Ovens,
所有”孩之寶“所有簡易烤箱的廣告和包裝
Hasbro marketed them specifically to girls.
都是專門為女孩設計的
And the way that they did this
他們的廣告和產品包裝盒上
was they would only feature girls on the boxes or in the commercials,
只會出現女孩子們
and there would be flowery prints all over the ovens
烤箱布滿了花朵圖案
and it would be in bright pink and purple,
而且花朵也會是亮粉和紫色
very gender-specific colors to females, right?
非常女孩子的顏色，不是嗎？
So it kind of was sending a message
它好像在傳遞一個信息
that only girls are supposed to cook; boys aren't.
只有女孩子才可以喜愛廚藝，男孩子不可以
And this discouraged my brother a lot.
這點讓我的小弟弟頗受打擊
He thought that he wasn't supposed to want to be a chef,
他甚至覺得自己不應該夢想成為廚師
because that was something that girls did.
因為這是女孩子才想要做的事情
Girls cooked; boys didn't,
女孩子才做飯呢，這不是男孩子的事情
or so was the message that Hasbro was sending.
或者說，這是 ”孩之寶“公司所傳遞的信息
And this got me thinking,
于是我就想
God, I wish there was a way that I could change this,
天哪，我真希望我可以改變這件事
that could I have my voice heard by Hasbro
我可以不可以讓”孩之寶“知道我的想法
so I could ask them and tell them
這樣我就可以告訴他們
what they were doing wrong
這樣的營銷策略是不對的
and ask them to change it.
需要改變
And that got me thinking about a website
于是我想到了幾個月前
that I had learned about a few months prior
我看見的一個網站
called Change.org.
名字叫做change.org
Change.org is an online petition-sharing platform
change.org是一個網上分享各種請愿的平臺
where you can create a petition and share it
在這里你可以發表自己的請愿并且
across all of these social media networks,
在各種社交網絡上分享
through Facebook, through Twitter,
包括facebook和twitter
through YouTube, through Reddit, through Tumblr,
通過Youtube, Reddit和Tumblr
through whatever you can think of.
以及各種你能夠想到的平臺
And so I created a petition
因此我發表了自己的請愿書
along with the YouTube video that I added to the petition
并且在youtube上加上了一個視頻
basically asking Hasbro
請”孩之寶“
to change the way that they marketed it,
考慮改變自己的市場營銷策略
in featuring boys in the commercials, on the boxes,
在廣告和包裝盒上出現男孩
and most of all creating them
并且最重要的是設計它們時
in less gender-specific colors.
采用一些更為中性的顏色。
So this petition started to take off --
令我吃驚的是我的請愿書
humongously fast, you have no idea.
超級快的得到了重視
I was getting interviewed by all these national news outlets
我馬上受到了國內新聞媒體
and press outlets, and it was amazing.
和出版業的各種采訪，真是棒極了
In three weeks, maybe three and a half,
在短短的三周到三周半的時間
I had 46,000 signatures on this petition.
我的請愿書收到了46,000的支持簽名
