ENGELLERI KALDIR by Mccann Istanbul for ENGELSIZLER DERNEGI

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ENGELLERI KALDIR

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Industry Charities, Foundations, Volunteers
Media Promo & PR
Market Turkey
Agency Mccann Istanbul
Creative Director Hakan Yegen
Art Director Firat Yildiz
Released January 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: ENGELSIZLER DERNEGI
Product/Service: SOCIAL AWARENESS ORGANISATION FOR VISUALLY-IMPAIRED
Agency: MCCANN HEALTHCARE ISTANBUL
Date of First Appearance: Jan 22 2010 12:00AM
Entrant Company: MCCANN HEALTHCARE ISTANBUL, TURKEY
Creative Director: Hakan Yegen (McCann Erickson Istanbul)
Art Director: Firat Yildiz (McCann Erickson Istanbul)
Copy Writer: Deniz Tan (McCann Erickson Istanbul)
Group Account Director: Ezgi Baripoglu (McCann Erickson Istanbul)
Account Manager: Yagmur Erengul (McCann Erickson Istanbul)
Account Executive: Cihan Unalan (McCann Erickson Istanbul)
Media placement: Ambient- Book - Book Stores - 22 January 2010

Describe the objective of the promotion.
Removing Barriers Movement (RBM) is a worldwide Istanbul based movement of people who campaign for human rights. The main goal of the RBM is to end all obstacles that violate internationally recognised human rights by creating projects / strategies that bring awareness and concrete solutions. 27,07% of the population who are visually impared are having trouble attending social and cultural activities. 26,38% of the population are having trouble finding publications with braille and vocal support. Removing Barriers Movement asked us to generate empathy and create awareness about this social deficieny.

Describe how the promotion developed from concept to implementation
A book is placed on popular bookstores' best sellers shelves. The customers will then open the book only to find it filled with blank pages. Our message which is placed on the side cover stating the lack of book and also on bookmarks. “The barrier is sometimes just a book. In Turkey, the ratio of books specifically published for blind people is strikingly low. Are you aware?”

Describe the success of the promotion with both client and consumer including some quantifiable results
After placement of the books in the corners, click through rates of engellerikaldir.com increased about 9%.

Explain why the method of promotion was most relevant to the product or service
Thanks to this execution, people subjected to this book are made aware of the disturbance caused by not being able to read a book that they want just because it’s not printed according to their needs.