Turk Telekom Promo, Case study BOOKS ON THE PHONE by Turk Telekom

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BOOKS ON THE PHONE

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Industry Telecommunications Services
Media Promo & PR, Case study
Market Turkey
Agency Turk Telekom
Released December 2011

Credits & Description

Category: Technology and Manufacturing
Advertiser: TÜRK TELEKOM
Product/Service: CSR PROJECT
Agency: TURK TELEKOM
Chief Executive Officer: K. Gökhan Bozkurt (Türk Telekom)
Vice President/Marketing and Communication: Erem Demircan (Türk Telekom)
Corporate Communication Director: Sinan Cem Şahin (Türk Telekom)
NGO and CSR Manager: Tülin Kara Özger (Türk Telekom)
NGO and CSR Expert: Hande Gürsoy (Türk Telekom)
Media placement: Corporate Communication - Several Local Media And TV Broadcasts - 03.12.2011
Media placement: Consumer PR - Several Local Media And TV Broadcasts - 03.12.2011

Summary of the Campaign
Türk Telekom conducts its operations on the principle that the entire society shall participate in life on equal terms, by taking advantage of the facilities of communication technologies. Based on its belief that disabled people are also entitled to access information in order to participate in society on equal terms, Türk Telekom has come up with the Books on the Phone project together with Boğaziçi University Technology and Education Laboratory for the Visually-Impaired (GETEM).

The Books on the Phone project provides Türk Telekom’s visually-impaired customers with the facility to listen via their home phones to hundreds of audio books free of charge.

This project is designed in a way that mutually benefits project stakeholders. Besides supporting Türk Telekom main field of activity by encouraging people to use their home-phones, it offered a new way for visually-impaired people to access information.

The Situation
The Convention on the Rights of Persons with Disabilities of the UN urges signatories to “take appropriate measure to ensure to persons with disabilities have access, on an equal basis with others, to information and communications…”

There are more than 400,000 visually-impaired people in Turkey. Audio-book sales are a new and expensive product. People who don’t own a computer or screen-reading software cannot benefit from online solutions. As Turkey’s leading communication company, offering services including fixed lines and broadband solutions, Türk Telekom developed a project that addresses the problem, by creating a new way of accessing books: via home-phones.

The Goal
As a telecommunication company trying to make it so that everyone equally benefits from communication and technology without regional and economic limitations, Türk Telekom decided to develop a project by using its own expertise to support visually impaired people when it comes to accessing information.

Our target was to increase the number of memberships to of the partner organization, GETEM (Boğaziçi University, Technology and Education Laboratory for Visually-Impaired People). GETEM had 2,500 members before the project and the target was set for us to increase this %100 by the end of 2012.

The Strategy
The strategy was to develop a project not just 'for' the visually-impaired people, but to develop a project 'with' visually-impaired people. Including the benefiting groups in every stage of the project formed the core of the strategy. Thus the communication work resulted more in an artistic and informative approach, rather than an aggravating one.

At the same time, the project was designed in a way that would prompt the usage of home-phones, aiming to support the main field of activity of Türk Telekom.

Execution
Through this project, hundreds of audio books have been made available to visually-impaired people. Visually-impaired people calling 0800-219-91-91 can now listen on any home-phone and indulge in any book of their choice, free of charge.

Thanks to the co-operation of Türk Telekom along with one of the most prestigious Universities in Turkey, a user-friendly mechanism has been set up for visually-impaired people.

The launch was organized in an old library on, the International Day of Persons with Disabilities, where braille-printed press-releases were also distributed.

The advertisement included a detailed audio description of the scenes for the visually-impaired people and a black screen was also used in order to raise awareness among TV viewers.

A newspaper insert was distributed to 5 top newspapers, on one side it gave information with visual material, while on the other side it gave information using the braille alphabet.

Documented Results
The project had a great impact throughout the country; many columnists and TV shows commented so.

Tweets praising both the project and Türk Telekom were a significant indicator of success. There were many tweets reaching approximately 800,000 followers within 2 weeks after the launch.

This interest boosted GETEM membership in 2 months by 30% of the figure that took the institution 6 years to enroll. Also, the number of voluntary readers was increasing, which was the secondary goal of the project.

139 pieces of news were published. The number reached was 25,379,591. A total of 24 reports were broadcasted on TV and remained on-air for a total of 1 hour 29 minutes 26 seconds.

2 ministers who attended the launch of the project supported the issue and presented the visually-impaired people's access to information to NGO’s and the public.