BLEU BLANC BRAILLE for FRENCH FEDERATION FOR THE BLIND

BLEU BLANC BRAILLE

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market France
Released June 2009

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: FRENCH FEDERATION FOR THE BLIND
Product/Service: CHARITY FOR THE BLIND
Date of First Appearance: Jun 2 2009 12:00AM
Entrant Company: HAVAS SPORTS & ENTERTAINMENT, Suresnes, FRANCE
Executive Director Havas Celebrities Consulting: Maxime Hibon (Havas Sports & Entertainment)
Account Director: Sebastien Faye (Havas Sports & Entertainment)
Director Media Partnerships: Emmanuel Blacque-Belair (Havas Sports & Entertainment)
Project Manager: Tomaso Gambillo (Havas Sports & Entertainment)
PR Director: Laurent Dupont (Havas Sports & Entertainment)
Media placement: Media Insert 7 days - Direct Matin - May 27 2009
Media placement: Media Insert 7 days - Direct Soir - May 27 2009
Media placement: Front page in Braille - L'Equipe - June 2 2009
Media placement: Cover in Braille - Direct Soir - June 2 2009
Media placement: Jersey in Braille - TF1 - June 2 2009

Results and Effectiveness
The operation placed the braille alphabet and the cause of visual handicap in France's living rooms. Traffic to FAF website multiplied by 3. Over two hours of live media coverage. 6.2 million viewers on TF1 for the game. 1 million readers a day via Direct Matin and Direct Soir's coverage of the FAF actions and Braille's bicentennial. Worldwide coverage of the bicentennial and match via Internet and foreign TV highlights. FAF associated to 86 percent of the press clippings. 11 live interviews of the FAF president.

Creative Execution
The universality of braille and of football offered a unique opportunity to build on in order to implement a world premiere partnership with the French Football National Team: a shirt with the names of the players in braille. By replacing the traditional alphabet featuring the player names for the first time with the braille alphabet aimed to raise the visibility of visual handicap and of the FAF. The official friendly match France vs. Nigeria offered the opportunity to engage the public for 90 minutes of live TV and radio coverage. Pre-game press conference. Unique media partnerships in braille with leading French newspaper L'Equipe and free daily Direct Matin, Direct Soir. Implication of team sponsors TF1, Coca-Cola, Adidas. Press relations with a roadshow of the shirt to news outlets prior to the game. Live interviews of FAF president. Generating large media coverage of the event for the FAF.

Insights, Strategy & the Idea
Louis Braille invented the system that holds his name. He is one of the 62 Great Men in France's Pantheon regrouping the most symbolic figures of France. With the rise of diabetes in the world and aging populations, visual handicap is on the rise. The French Blind Federation (FAF) wanted to use the historical context of the bicentennial of Louis Braille to create a unique partnership capable reaching out to the general public and raise awareness on visual handicap. Enabling the FAF's actions in the field of Education, Social Integration, Medical Research and laying the grounds for a modernised communications strategy for the FAF. Celebrating the legacy of Louis Braille was placed under the Patronage of UNESCO and the French President.