Transcript UNLOCK UNLCK - Cannes Lions International Festival of

UNL CK
1. Society & affected people: Lack of knowledge about disability, handling & possibilities
Isolation
2. UN Commission: Reluctance to include
disabilities in the MDG
Our Chances
Generate Awareness
& Engagement
 Show potential &
possibilities
 Clear-up
prejudices
 Find the key to
unlock isolation!
UNL CK SMILES
Find the lock!
- Going where the target audience is:
- Places where young adults go shopping, hang out
with friends, all in the centre of the city
- Area around Piccadilly Circus
- Activate them
- Deafblind people (with supporter) give out keys to young
audience
- On the key is the message:
“Go and open a lock at Piccadilly Circus!”
- We install a fence with many locks in front of a Billboard
Ad at the Piccadilly Circus
- With their key, people can open any of the locks
- When opened, they are asked to take a “Helfie” of
themselves
#Helfie
UNL CK SMILES!
Share via
Take a Selfie to help a cause, take a
“Helfie”!
The #Helfie Circle
Stories of deafblinds that unlock with their key in
order to create a feeling of community and proximity.
The Helfie trend appeals especially to the young
audience, which is used to share and generate personal
content.
It can be shared on multiple platforms and over a longer
period of time.
Campaign details
Paid media
Billboard ad at Piccadilly Circus at special discount rate for NGOs
Facebook Ads
Online Bannering with Targeting to drive traffic to the website
Owned media Sense International Website
Facebook Account
Twitter Account
Earned media Social Media Shares, Helfies, Photo Mosaic
Engagement & Activation plus viral effect
News coverage
Additional
Always on
Google Grant Account in order to push visibility
Timeframe
Aug – July 2015
Budget
60k EUR