Sense International empowers deafblind youth and their families to communicate so they can live, learn, and thrive. Sense International’s fund comes from trusts, grants, and high net worth individuals. Sense International aims to develop a younger audience and supporter base both in the UK and the countries in which Sense International works. Youth are resistant towards cold facts and data as they tend to react to emotion. Youth believe in interesting people who shares the same passion as themselves, not in brands. Youth want to see immediate, tangible proof of their actions. Right now, Sense International’s communications are geared towards policymakers and NGOs. Right now, it feels distant and sterile. Youth aged are eager to connect with new people. Youth act based on recommendation from people they believe in. Sense International are open for suggestions of ambassadors who appeal to the younger audience. Sense International can show direct difference that every support makes. THE BRAND THE TENSION THE OPPORTUNITY

We’re focusing on youth in the UK where large numbers of youth are using social media everyday. They actively share contents and make decisions based on social media. And through social media, they engage with Key Opinion Leaders whom they share their passion with and believe in. 90% of British youth aged use social media daily. British youth aged make up 72% of the country’s social media users. Office for National Statistics/Eurostat 2013 OUR TARGET AUDIENCE

What if we introduce our target audience to The Best Mates They Haven’t Met? They come from places so different from our target audience’s, they have so many stories to share… They might as well be the coolest, kindest mate our target audience will ever have. But our target audience haven’t met them yet. Our target audience haven’t met them yet, because those Best Mates haven’t learned how to communicate yet. With our target audience’s every share, and every penny, Those Best Mates They Haven’t Met can communicate… And live, learn, thrive… …And eventually meet our target audience. What if we introduce our target audience in the UK to new cool mates? What if these cool new mates are recommended by Key Opinion Leaders that our target audience believe in? THE IDEA

With their consent, we will create social media accounts for two deafblind youth who are currently under Sense International’s training, giving a human face to the organization and making it easier for our target audience to empathize and make personal connection. We will call them the #BestMateYouHaventMet THE EXECUTION OUR KEY OPINION LEADERS ADELE Entertainment 20.3 million followers UK’s most followed according to Twitter official blog Supporter of many charity works. ED SHEERAN Entertainment 9.61 million followers 10 of the most influential tweeters in the UK according to The Independent, using the PeerIndex Method and A judgement by five person experts panel in the media. Supporter of many charity works. JESSIE J Entertainment 6.55 million followers 25 of the most influential tweeters in the UK according to The Independent, using the PeerIndex Method and A judgement by five person experts panel in the media. Supporter of many charity works. ANDY MURRAY Sports 2.54 million followers 25 of the most influential tweeters in the UK according to The Independent, using the PeerIndex Method and a judgement by five person experts panel in the media. Supporter of many charity works We’re going to collaborate with Key Opinion Leaders to spread the topic about this cool new mate that they’re dying to meet, using hashtag #BestMateYouHaventMet These Key Opinion Leaders are known as supporters of good causes. They also known to have positive attitude. They have high number of followers, actively tweeting/posting photos, and their contents are liked and shared by thousands of their followers.

On Twitter, we’ll have the Key Opinion Leaders excite their followers about this Best Mate They Haven’t Met and suggest their followers to add this Best Mate. Our Target Audience will follow The Best Mate. Then our Target Audience will receive blank tweet from The Best Mate mentioning them, leaving our Target Audience curious. The Best Mate’s family, then, will tweet on behalf of their disabled family member, telling our target audience that their disabled family member may really be the coolest mate that our Target Audience will ever have, if only they knew how to communicate. Now, they can only tweet blank messages, but with our Target Audience’s share, or donation, the Best Mate will be able to learn to communicate, and even meet our Target Audience. When our Target Audience is moved to donate there’s a link to Sense International’s donation page. 1 2

At the end of our campaign, The Best Mate will send thank you video to show how they’ve progressed in their training, and to finally meet our target audience. And thanks to our Target Audience who supports this cause, The Best Mates can now communicate through social media, just like their peers. 3 KEY OPINION LEADERS PROMOTE THE BEST MATE’S PROFILES TARGET AUDIENCE FOLLOW THE BEST MATE’S PROFILES TARGET AUDIENCE RECEIVE THE BEST MATE FAMILY’S MESSAGE TARGET AUDIENCE GO TO SENSE INTERNATIONAL’S DONATION PAGE TARGET AUDIENCE SHARE THE STORY TARGET AUDIENCE DONATE TO SENSE INTERNATIONAL TARGET AUDIENCE RECEIVE A THANK YOU VIDEO FROM THE BEST MATE THE BEST MATE BEGIN/CONTINUE THEIR TRAINING THE JOURNEY

On Instagram, we will have Key Opinion Leaders post a photo of this Best Mate They Haven’t Met and suggest their followers to follow this Best Mate. This Best Mate will post black squares that are liked by our Key Opinion Leaders… And create curiosity among our target audience. The Best Mate’s family, then, will reveal that these photos are what this Best Mate can only see, and that our target audience can help make this feed alive by sharing or donating. When our Target Audience is moved to donate there’s a link to Sense International’s donation page. 1 2

As the shares and donations rise, our Best Mates begin to share the videos of the progress in their training. At the end of our campaign, The Best Mate will send thank you video to show how they’ve progressed in their training, and to finally meet our target audience. And thanks to our Target Audience who supports this cause, The Best Mates can now communicate through social media, just like their peers. KEY OPINION LEADERS PROMOTE THE BEST MATE’S PROFILES TARGET AUDIENCE FOLLOW THE BEST MATE’S PROFILES TARGET AUDIENCE RECEIVE THE BEST MATE FAMILY’S MESSAGE TARGET AUDIENCE GO TO SENSE INTERNATIONAL’S DONATION PAGE TARGET AUDIENCE SHARE THE STORY TARGET AUDIENCE DONATE TO SENSE INTERNATIONAL TARGET AUDIENCE RECEIVE A THANK YOU VIDEO FROM THE BEST MATE THE BEST MATE BEGIN/CONTINUE THEIR TRAINING THE JOURNEY 3

WEEK 1 WEEK 5-8 WEEK 8-12 WEEK 2 WEEK 3-4 Key Opinion Leaders begin recommending The Best Mates, starting the #BestMatesYouHaventMet topics We reveal The Best Mates’ profiles and let our Target Audience start following them. The Best Mates’ families begin posting their tweets and photos. Target Audience start sharing the story. Key Opinion Leaders and our Target Audience start sharing and donating. The Best Mates receive/continue their training. The Best Mates reward everyone with a video. Now they too can connect to the world through social media. MONTH 1MONTH 2MONTH 3 No additional budget is required to run this campaign. We only require Sense International’s PR and communication team to liaise with our recommended Key Opinion Leaders and to liaise with two families that Sense International intend to support to help run the social media accounts. THE TIMELINE BUDGET PLAN

These two Best Mates is just the beginning. Once the issue has been raised and the knowledge has been spread, imagine how many more deafblind youth can live, learn, thrive, and become best mates with their able-bodied peers. Just because they can’t speak, can’t hear, and can’t see, doesn’t mean they don’t have stories to tell or feelings to share. Who knows, they might as well are the #BestMateYouHaventMet.