CANNES MEDIA YOUNG LIONS 2014

HARRIET FINNIGAN AND BRENDAN HEWITT

NEW ZEALAND

There are many charities vying for attention globally.

Increasing awareness and donations among a brand-saavy, highly

distracted and constantly wired Gen Y 18-25 audience requires

Breakthrough the busy, hyper-connected life of our target and

meaningfully engage with the Sense International cause.

OUR CHALLENGE:

‘I like to get involved

and feel like I am part

of something’

Optimistic not

jaded and like to

be part of

communities.

‘I am really busy with Uni and work and feel like I

am always functioning at a million miles per hour.’Short attention spans mean they need to be fast and actions easy

‘I really hate brands which think I'm stupid

and don’t listen to me.’Don’t like being marketed TO but

needs to feel authentic and natural.

‘I am always online

and need to know

when something

happens straight

away’

Hyper connected,

technology enables

their

communication

Lucy is immune to traditional communications; we need to embrace and involve her.

THE TARGET:

WE MUST ENTER LUCY’S WORLD TO ENABLE HER TO

HAVE RESONANCE WITH OURS

Lucy is fickle about advertising, in order to gain her enduring attention we need to become a part of her life not expect

her to come to us.

INABILITY TO

COMMUNICATE

Being deafblind is incomprehensible

We should not focus our attention on silence and

darkness

the most significant loss for deafblind children have is the ability to

communicate

This is a human need

By reframing the way we pose ‘the problem’ to the Lucy’s of this world we begin to speak to them in a

way they innately comprehend.

STRATEGY:INTERCEPT THE EXISTING COMMUNICATION BEHAVIOURS OF OUR AUDIENCE TO ENABLE

UNDERSTANDING AND EMPOWER THEM TO MAKE A DIFFERENCE.

To help make Deafblindness relatable for Lucy we will communicate the disability through her frame of

reference.

Tell me and I will forget,Show me and I may remember,

Involve me and I will understand,- Chinese Proverb

THECOMMUNICATION DONATION

A collaboration with the UK’s biggest telecommunication provider.

WHY?To create comprehension and donation for the Sense

International cause

BY USING THE POWER OF COMMUNICATION TO

ENABLE THOSE WHO CANNOT.

Leveraging the power of a

Telecommunications Company:

• Benefit of Infrastructure

• Fundamental to our audiences lives due to their technological reliance

• A perfect alignment with the notion of communication.

Unique and bespoke

communication

opportunities:

• Vodafone offers us unique and dynamic way to reach our audience:

• Instantaneous messaging content.

Tapping into mobile

devices:

• The fifth limb of our Gen Y audience

• The perfect touch-point to enter their world.

Forming an alliance with the UK’s largest Telecommunications company brings multiple benefits and provides a relevant social conscious cause for them to align

with.

HOW IT WORKS?

Key KPIS for Sense

International

• Increase active donations

• Deeper comprehension and awareness

• CMI base for continued conversations

• • Engagement

across social platforms

• Blurred out texts sent • Voice calls muffled or silent• Texts converted into braille and sign

language symbols • One to One eDM’s that visualise

unused communication as currency

Follow initial disrupt with a bespoke video content pushed directly to Lucy’s mobile.

End CTA is a message which informs her she has been chosen to join the Communication Donation movement.

She is driven to the hub (in conjunction with Vodafone)

THE COMMUNICATION DONATION

Lucy pledges her call/data/texts for equivalent money donated to Sense.

Each pledge demonstrates how you are helping; ie; 100m of calling ($9) per month allows for 6hrs of weaving training*.

Lucy gets to choose the country she is supporting and ask questions about how the funds are spent.

Link to Sense International’s social networks.

Community generating opportunity via incentivised friend enlistment.

Incentivised rewards programme with content partners allow for continued engagement; includes iTunes Spotify and Netflix.

SHARE & REWARDA visualisation of Lucy’s donations enable her to see the extent and influence of her input and share

socially.

DISRUPT & EDUCATE

Launch the campaign by suspending Lucy’s reality for a short period of

time by bringing to life the ailments that deafblind children go through.

ENGAGE & ENLISTDrive Lucy to sign up to the communication donation.

AMPLIFICATIONVisual representation is fundamental to the continued engagement of our target

Each user will have a socially sharable and personalised dashboard (created by Vodafone with their personal info) bringing to life:

• Pledges made• Communication donated• Actual hours of training and education given

to children and where• Rewards received as a result of their actions

BEYOND THE CAMPAIGN PERIOD

• Infographic of change attributable to The Communication Donation PR’d with the intent of eliciting global rollout

• Data visualisation on the phone bills of the non-enlisted

The real power behind The Communication Donation is its

simplicity allows it to be exploded as a movement. We

view this as just the beginning.