WE CAN'T LIVE IN A WAITING LIST by TBWA\ Brussels for Inclusie Invest

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Belgium
Agency TBWA\ Brussels
Released November 2012

Credits & Description

Category: Public Health & Safety, Public Awareness Messages
Advertising campaign: WE CAN'T LIVE IN A WAITING LIST
Film Director: Guy Goossens
Creative Concept: Bout Holtof (TBWA Belgium)
Account Team: Katrien Crabbe (TBWA Belgium)
Account Team: Mieke Michels (TBWA Belgium)
Creative Concept: Geert Feytons (TBWA Belgium)
Creative Direction: Gert Pauwels (TBWA Belgium)
Creative Direction: Jan Macken (TBWA Belgium)
Online Production: TBWA Digital Arts Network (TBWA Belgium)
PR Agency: Pride (TBWA Belgium)
TV Production: Sake (TBWA Belgium)
Strategic Director: Vicky Willems (TBWA Belgium)
Account Team: Geert Potargent (TBWA Belgium)
Event Agency: Magma (TBWA Belgium)

To protest against the housing shortage, 6 disabled people squatted in an empty house in the middle of Brussels. They unrolled a giant banner with the slogan 'You Can't Live In A Waiting List'. Amidst the ruins, they recorded their own version of a video clip of 'Our House', the well-known eighties hit by Madness. It was spread via all social media, summoning people to join the action online. On a dedicated website, visitors could virtually 'squat along'. And in the real house, a press conference was held.

It was essential to us that the people most concerned played a starring role in the campaign. Not as victims, but as combative and able to defend their rights. Squatting is not only a form of protest, it is often done out of necessity. It is a way of claiming a basic human right: a suitable home.

The press conference was a huge success: two ministers and the mayor attended the event in the presence of national radio and TV. The founders of Inclusie Invest were interviewed and managed to pass their messages and officially launch their cooperation. The captivating video gathered 100.000 views in one week and 8742 people marked their support on the website (a lot by Belgian standards). But most importantly: straight after the launch, 89 investors bought a share in the cooperative, bringing in €187.000. A nice return for a campaign that didn't even cost 15k

Client Brief Or Objective
Target audience: The general public and policy makers, but ultimately people willing to invest in social responsible projects.Campaign strategy: Inclusie Invest is a private cooperative organization committed to build adapted and affordable housing for disabled people. The final objective was to find investors willing to buy a share in actual housing projects. But this was impossible without first creating awareness about the magnitude of the problem. Today, more than 5000 disabled persons wait for appropriate accomodation in Belgium. We wanted to put the issue literally on the map in a way no one could ignore it anymore.