UNICEF (United Nations International Children’s Emergency Fund) DM THE OTHER YOU PROJECT by Manajans / J. Walter Thompson Istanbul

THE OTHER YOU PROJECT

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Industry Charities, Foundations, Volunteers, Human Rights
Media Direct marketing
Market Turkey
Agency Manajans / J. Walter Thompson Istanbul
Creative Director Sami Basut
Art Director Tunchan Kalkan, Onur Ünal
Copywriter Erhan Basaran, Alper Baskan
Account Supervisor İrem Altuğ
Released December 2012

Credits & Description

Advertiser: UNICEF
Agency: MANAJANS/JWT
Category: Flat Mailing
Copywriter: Alper Baskan (Manajans/JWT)
Copywriter: Erhan Basaran (Manajans/JWT)
Account Supervisor: İrem Altuğ (Manajans/JWT)
Creative Director: Sami Basut (Manajans/JWT)
Art Director: Tunchan Kalkan (Manajans/JWT)
Account Director: Fulya Özarı (Manajans/JWT)
Art Director: Onur Unal (Manajans/JWT)
CCO: Tuğbay Bilbay (Manajans/JWT)

Client Brief Or Objective
According to researches 80 percent of people consider that the disabled are unhappy, unsuccessful and anti social.But in reality the disabled are the same as ordinary people. They are as happy, successful and social as normal people. Unicef wanted to change this perception.

Implementation
To understand that disabled are the same as us, people need to spend more time together with the disabled. We used "names" to persuade people to meet the disabled. As we share the same habits, same tastes and same hobbies we share the same names. We wanted people to experience it at the first hand and see that they have a lot in common with the disabled. We found thousands of disabled kids who share the same name with ordinary people. Disabled kids wrote "The Other You" letters to their other versions to meet them.

Execution
As an organization Unicef connects people with donations and organizes special events with kids.Unicef's brand attitude is to connect people in a warm way. The Other You project is connecting the people in the same way Unicef does. Campaign helps disabled to communicate with the normal people and help them start to live in the community as who they are.

Outcome
Each The Other You letters costs approximately 50 cent.The letters have sent to 5.700 people all around Turkey. People started to meet independently. Approximately 2.500 recipients accepted to meet with their other versions and spent more than 2.000 hours together.