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

- 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

- Deafblind people (with supporter) give out keys to young audience

- On the key is the message:“Go and open a lock at Piccadilly Circus!”

Take a Selfie to help a cause, take a “Helfie”!

#HelfieUNL CK SMILES!

#Helfie

Share via

The #Helfie Circle

#Helfie

Nicole sent you a Sense Intl. key:

“Have you unlocked? Here’s your key!”

Nicole shared her Helfie!Anna from Se

nse In

tl. unlock

ed her

key.

Want

to disc

over h

er poten

tial? W

atch th

e

video

and get to

know

her!

Stories of deafblinds that unlock with their key inorder 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

Owned media

Earned media

Additional Always on

Billboard ad at Piccadilly Circus at special discount rate for NGOsFacebook AdsOnline Bannering with Targeting to drive traffic to the website

Sense International WebsiteFacebook AccountTwitter Account

Social Media Shares, Helfies, Photo MosaicEngagement & Activation plus viral effectNews coverage

Google Grant Account in order to push visibility

Timeframe

Budget

Aug – July 2015

60k EUR