Federation Des Aveugles Et Handicapes Visuels De France Promo, Case study DID YOU KNOW? by Wonderful Productions

DID YOU KNOW?

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market France
Agency Wonderful Productions
Creative Director Doblas
Released January 2011

Credits & Description

Category: Charity and Not for Profit
Advertiser: FEDERATION DES AVEUGLES ET HANDICAPES VISUELS DE FRANCE
Product/Service: CHARITY FOR THE BLIND
Managing Director: Hebrard (Wonderful)
Creative Director: Doblas (Wonderful)
Client Director: Jaulent (Wonderful)
Account Manager: Hugon (Wonderful)
Media placement: Calendar distribution & press release - Press, TV & Radio - 17/01/2011
Media placement: Online publication of the press release - Internet - 21/01/2011
Media placement: Press conference - Press, TV & radio - 24/01/2011

Summary of the Campaign

As part of a global communication strategy for the French Federation of the Blind, our agency set up an initial communication operation in the form of a publicity campaign aimed at making a buzz.

The production of a calendar carrying a strong and memorable message 'Who do you need to be, to be looked on favourably nowadays?' aimed at members of parliament (MPs and senators), the national press and opinion leaders.

The aim was to give a strong voice to the disability of visual impairment and blindness and bring it to the forefront of people's minds in order to organise constructive working meetings with politicians.

Artistic production: 12 of the most "seen" and well-known figures in France (politicians, actors, TV presenters) 'disguised' as blind people using photo montages. Each image accompanied by a resolution and a "did you know?" providing concrete information about blind people's lives in France.

Significant media coverage: in the headlines of all the media for 3 days.
Responses from thirty parliamentary members, letters of congratulation, contacts made with politicians.

Traffic on the www.faf.asso.fr web site which exploded (6,000 compared to 180).
18 donations since the campaign compared to 1 donation per month usually.

The Situation
There are currently four major disabilities are identified in France: motor disability, mental disability, hearing and speech impairment and visually impairment and blindness. Blindness and visual impairment are forgotten about in our society compared to the other disabilities. A publicity campaign was thus needed to remind people that this disability exists.

The Goal
The purpose of the publicity campaign was to provoke people into awareness. With this calendar, the French Federation of the Blind hoped to alert France to the situation of blind and visually impaired people. By using something like an urgent invitation and a fixed date, the equal opportunities set out in the legal texts could become a reality.

Targets: parliamentary members (MPs and senators), national French media, opinion leaders.

The Strategy
1 week before it appeared: a letter was sent out presenting the calendar to the well-known figures appearing on the calendar.

3 days before: the calendar was sent out accompanied by a letter to the politicians, to the written press and to the audio-visual media according to a carefully prepared database.

24 January 2011: the organisation of a press conference for the launch of the calendar.

Execution
When:
- Preparation of the event in December. Production of the calendar, creation of the database.
- Sending of the calendar and letter to the database in January.
- Buzz at the end of January.
- Contacts made and interviews arranged with the politicians and policy makers.

Tactics:
- Provoke a reaction through the visual mismatch of the well-known figures "dressed" as blind people to get the French Federation of the Blind talked about.
- The buzz first allows the practical problems facing blind people (school books, access to employment etc.) to be highlighted and reactions from opinion leaders to be unleashed. This allows contacts to be made, which result in an investigation of these issues and solutions to be found.

The campaign was carried out as planned.

Documented Results
Significant media coverage:
- In the headlines of all media for 3 days.
- Interviews with the President of the French Federation of the Blind.
- Campaign relayed during prime time by French television programme studios.
- Responses from thirty parliamentary members, letters of congratulation, contacts made with politicians.
- Traffic on the www.faf.asso.fr web site which exploded (6,000 visits compared to 180 visits usually).
- 18 donations since the campaign (in one and a half months) compared to 1 donation per month usually.