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Social Issue: The Deaf Community or hard of hearing community in South Africa
Agency: ResonateThreading concept to design
• Byron John - 909705939• Carmon Butler - 200610366• Chris Midgley - 200809163• Petri Buys - 200816327
Group Members
• Research & Findings• Insights• Marketing and Communication Objectives• Target Audience• Positioning• Manifesto• Slogan• Associated Brand• Rationale• Campaign• Creative Rationale• Conclusion
Agenda
ResearchPRIMARY RESEARCH SECONDARY RESEARCH
Interview – D-TV http://www.witslanguageschool.com/Newsroom/ArticleView/tabid/299/ArticleId/31/September-is-Deaf-Awareness-Month.aspx
Candice Morgan and Chris Harrison (interpreter) http://www.nelsonmandelabay.gov.za/Content.aspx?objID=480
Interview – School for the deaf http://www.deafsa.co.za/
Principle of MC Karbai – Michelle Batchelor http://www.givengain.com/cgi-bin/giga.cgi?cmd=cause_dir_vision_mission&cause_id=1144
Interview – SLED (Sign Language Education and Development
http://www.cso.za.org/stvin.htm
Nyeleti Nkwinika http://www.mypressoffice.co.za/SADisabledGolfAssociation/csi.html
http://www.imsa.org.za/files/Library/Corporate%20social%20investment/CSI%20initiatives.pdf
http://www.heartspring.org/?gclid=CMrm2tiR1KoCFUMKfAodCipjyw
http://deafness.about.com/od/internationaldeaf/a/southafrica.htm
http://www.kharigude.co.za/index.php/literacy-in-south-africa
Did you know?
• Diagnosis of hearing loss or deafness happens as late as 4 years old, in some cases 8 years old.
• Deaf children often enter Grade R with little or no language.• One in 10 babies in SA are born with some degree of hearing-loss.• The average Deaf school-leaver leaves school with a reading age of 8. • 75% of the Deaf Community are functionally illiterate.• 70% of the Deaf Community are unemployed. • Only 12 schools for the Deaf offer Grade 12 and are concentrated in 3
provinces.• Only 2 FET Colleges in South Africa employ Sign Language Interpreters.• 600 000 South Africans use South African Sign Language as their primary
language.• Only 14% of teachers in schools for the Deaf can sign fluently.• South African Sign Language is not a school subject.
Did you know?
• Diagnosis of hearing loss or deafness happens as late as 4 years old, in some cases 8 years old.
• Deaf children often enter Grade R with little or no language.• One in 10 babies in SA are born with some degree of hearing-loss.• The average Deaf school-leaver leaves school with a reading age of 8. • 75% of the Deaf Community are functionally illiterate.• 70% of the Deaf Community are unemployed. • Only 12 schools for the Deaf offer Grade 12 and are concentrated in 3
provinces.• Only 2 FET Colleges in South Africa employ Sign Language Interpreters.• 600 000 South Africans use South African Sign Language as their primary
language.• Only 14% of teachers in schools for the Deaf can sign fluently.• South African Sign Language is not a school subject.
The total number of Deaf and hard-of-hearing people in South Africa is estimated
at 5 million!
• The Deaf Community feel comfortable in their own, isolated, hidden communities…and we’re ok with that
• They are very much part of our nation• We’re good at including others, but we have failed to
include the Deaf Community into our society…and hence failed ourselves
• Society cannot understand what it doesn’t know• Deaf Awareness campaigns exacerbate the Deaf
Community as victims, a “shame” mentality and these campaigns typically re-enforce the stereotype that the hearing are “normal” vs the Deaf as “abnormal”
Findings
Insight
- Previous Deaf Awareness campaigns exacerbate the Deaf as victims
- They entrench a “shame, poor them” mentality - These campaigns typically re-enforce the
stereotype that the hearing are “normal” and the Deaf are “abnormal”
- A show and tell approach just won’t work anymore- We need to shift people by making them
experience something that moves them - This has even led to the term “Deaf Awareness”
being associated with negative connotations
“normal”“abnormal”
“experience”
Insight
“normal”
“abnormal”
“experience”We want you to the world of silence
In fact the world is in desperate need of the the power of silence i.e. To be
It is us, the one’s who can hear who are actually….
We want to let you experience their story rather than just tell you a story of theirs.
Ayesha and Nyeleti’s stories
Petri
Make the South African hearing population aware that silence is normal and
everything else is abnormal through experiencing the power of silence
Marketing Objective
Show people through experiences, that silence is not only normal, silence is
powerful!
Communication Objective
• Who are the people in society who need silence or normality?• Everyone • But everyone is too large• What’s our best chance of reaching as many people as possible?• SPORT• If we make people who watch sport aware, we not only get
people who watch at the stadium but also those who are watching on TV. This is the best route in terms of maximum reach
• They are….– Abnormally Loud– Experiencers – Love to compete and break records
Target Audience
South Africans…experience a new movement that is sweeping across our
nation through a powerful wave of silent disruptions that will not only turn
normality on its head, but will silence our stadiums and mute what we once believed
about the Deaf Community.
Positioning
Carmon
Manifesto
Silence is not having nothing to sayIt shows you’re listening, and you know how to pray
Silence is not weakness, it directs one’s attentionIt silences one’s ego and helps seek inattention
Silence is something that can make you crySilence is the power that makes the noise die
Silence is something so gentle to hearYet could be someone’s innermost fearSilence gives peace and appears so kind
Yet silence is conscience and conquers the mindGive space to silence and you will see
Those who know silence are the one’s we envy
Is silence just noise that cannot be found?No its much more, it’s the source of all sound
“Sharing the Silence”
Slogan
Associated brand Ranked as the country’s fifth most popular soft drink brand (Rebrand)
Refreshment A brand that symbolises classic style
and good taste, Schweppes is aligned with assets like the J&B Met and Durban July
Brand value: Working together to create brands people love.
Brand attributes: Uncompromising quality, its quirkiness
and its individuality. It’s a mystique you can’t put your finger on…
‘Schweppervescence’ Consumers also consistently refer to
Schweppes as being of the absolute highest quality. This guarantee of quality is at the heart of everything Schweppes does.
Rationale
Research: Hidden Victims
Insight: Abnormal,
Normal, Experience
Target Audience: SA Sport
Experiencers
Objectives: Experience silence as powerful
Positioning: Silent
disruptions
Slogan: “Sharing the
Silence”
Byron
Campaign Concept
The ShhMovement
Channel Strategy
Activations: Sports events(Rugby, Cricket, Soccer)
Television Website & Twitter
Stage 1: Ticketshh
The ShhmovementAbsa Currie CupMTN Lions vs Ford Pumas16 Oct 201117:00
theshhmovement.com
Stage 1: Ticketshh
The Shhmovement
Guinness Book of Records attempt:
Open the Schweppes can exactly at kick-off so that we can be the first nation to open the most cold drink cans simultaneously at an event.
Be part of the Shhmovement.theshhmovement.com
Stage 2: Neck Tagshh
Guinness Book of Records attempt:
Open the Schweppes can exactly at kick-off so that we can be the first nation to open the most cold drink cans simultaneously at an event.
Be part of the Shhmovement.
Neck Tagshh will cater for both bottles and cans
Information detailing the Guinness Book of Records attempt
Details of all the Shhmovement concepts and how to participate will also be detailed on the reverse side
Promotional add in for all stores around the timing of the Shhmovement Campaign
theshhmovement.com
Stage 3: Kick offshh
Guinness Book of records TV Squeezeback Commentators comment Print on the field:
Shhmovement.com @theshhmovement Stumps/Padding/Corner
flags/Digital boards
Shhhh……..
We’re breaking a Guinness World Record with the most cans opened simultaneously at one event.Sharing the ‘Shhhh’!Sharing the silence… Join the Shhmovement!www.theshhmovement.com
Stage 3: Kick offshh
Guinness Book of records TV Squeezeback Commentators comment Print on the field:
Shhmovement.com @theshhmovement Stumps/Padding/Corner
flags/Digital boards
Shhhh……..
www.theshhmovement.com
Stage 3: Kick offshh
Guinness Book of records TV Squeezeback Commentators comment Print on the field:
Shhmovement.com @theshhmovement Stumps/Padding/Corner
flags/Digital boards
Shhhh……..
@theshhmovement
Stage 3: The Shhweet Tweet
Guinness Book of records TV Squeezeback Commentators comment Print on the field:
Shhmovement.com @theshhmovement Stumps/Padding/Corner
flags/Digital boards
Stage 3: Kick offshh
Guinness Book of records TV Squeezeback Commentators comment Print on the field:
Shhmovement.com @theshhmovement Stumps/Padding/Corner
flags/Digital boards
Shhhh……..
theshhmovem
ent.com
theshhmovem
ent.com
theshhmovem
ent.com
theshhmovem
ent.com
Shh.com
Stage 4: During the game
Rugby: Kicking at goal Soccer: Kick-off, Penalties, Free-
kicks Cricket: Decision pending Countdown to the ‘Shh’ moment
on the field Displayed on the bigscreen at
the game
SHHHHHJoin the
Shhmovementwww. shhmovement.com
Stage 5: Half time TV ad: Shhmovement
Cheering in the stadium. A game of rugby is being screened. Ambience of the crowds. Pan camera angle of stadium
Sound of live sport gets louder. Close-up shot of the actual sport
Penalty given. The crowd are unhappy and start to boo the kicker. Close-up shot of the kicker getting ready.
Zoom into a shot of the Mute button on the remote
Fan at home gets irritated with booing of the crowd at the stadium which is getting louder. POV shot of the remote and TV
Camera zooms out of TV to depict sports fan at homing watching the same game. High angle camera angle of the TV and the person watching
Cheering in the stadium. Pan camera angle of stadium
Cheering in the stadium. Close-up shot of the actual sport
Cheering in the stadium. Close-up shot of the actual sport
Noise in the stadium in background. Zoom into a shot of the remote
Noise in the stadium in background. POV shot of the TV
Noise in the stadium in background. Level camera angle of the TV and the person watching
The mute button is magic and mutes all the sports fans at the stadium as well. Pan camera angle of the mute, shocked fans
The kicker is able to take the kick successfully and slots it – but there’s not sound at all. Even the kicker seems surprised. Shot of successful kick.
Back to the fan at home who realises what he’s done, turns off the mute button and realises the powere of his actions. Camera angle of the TV and the fan watching
Silence is powerfulShare the silence
Be part of the Shhmovement
www.shhmovement.com
Stage 5: Half time TV ad: Shhmovement
Stage 6: Shhmob
Creative Rationale
Shhmovement:Share the silence
Silence is powerful
Activations Experiences
through sports events
Activations Owning the sports
experienceFrom tickets to
owning moments on the field
Media channelsTV
WebsiteTwitter
Shhmobs Silent disruptions
Research: Hidden Victims
Insight: Abnormal, Normal,
Experience
Target Audience: SA Sport Experiencers
Objectives: Experience silence as
powerful
Positioning: Silent disruptions
Slogan: “Sharing the Silence”
ConclusionFrom the research we see that South Africa has not welcomed the Deaf Community in society. Creating ‘awareness’ of the issue just re-enforces an apathetic ‘we sort of care’ stance on the matter.
We found that we all exacerbate the issue…a ‘shame, poor them’, normal vs abnormal stereotypical stance…
Our target audience, to be shifted and moved, need to experience a new movement of what is normal vs abnormal
We have positioned our campaign as silent disruptions to turn this concept of normality on its head to shift peoples’ thinking
Our execution shows this by making silence powerful in a bold, overt way by owning moments in what our country cherishes most…it’s sport
Conclusion
Are you ready to join the Shhmovement?
Share the silence!