#RATHERBE____YOUNG LIONS 2014 · MEDIA · AUSTRIA

NO PERSONAL RELATION

TO THE ISSUE

Fact: 80% of disabled people live in developing countries.

MILLENIALSFacts:· Seeking for entertainment· Critical opinion leaders· Hard to convince· Adapting quickly

84%

Social Media Usage

55%

Usage at least 1/day

source: eMarketer, Study: How Digital Behavior differs between Millenials, 2013 / Edelmann, StrategyOne 2013

SENSITIVE TOPICDISRUPTIVE APPROACH

Fact: Breaking the rules to get the attention of the young target group

PUSHING PEOPLE TO WISH THEY WERE DEAF-BLIND

WORST DRESSED AT VMA 2014? #RatherBeBlind

AMBASSADORS TO SPREAD HASHTAG

#RatherBeBlind

AMBASSADORS TO SPREAD HASHTAG

WORST DRESSED AT VMA 2014? #RatherBeBlind

#RatherBeDeaf

AMBASSADORS TO SPREAD HASHTAG

Funny article from #noisey #concerts #RatherBeDeaf

DIRECT RESPONSE IN REAL-TIME

#RATHERBE____YOUNG LIONS 2014 · MEDIA · AUSTRIA

MILLENIALS ARE NOT AWARE OF THE ISSUE

SOCIAL NETWORKS ARE PART OF NATURAL ENVIRONMENT

DISRUPTIVE STRATEGY TO GET ATTENTION

SEEDING THE HASHTAG WITHIN CONTENT#RatherBeDeaf & #RatherBeBlind

PERSONAL ENGAGEMENT IN REAL-TIME TO RAISE

AWARENESS

AQUIRED MILLENIALS AS YOUNGER SUPPORTER

BASE

· VALUABLE AWARENESS· NO PAID MEDIA· LONG-TERM APPROACH· FREELY SCALEABLE IN MEDIA AND MARKETS