Presentation on theme: "Coverage/potential supporters are swallowed up by more high profile organisations because disability is only an emerging issue Low public awareness of."— Presentation transcript:
Coverage/potential supporters are swallowed up by more high profile organisations because disability is only an emerging issue Low public awareness of deafblindness, especially amongst a younger audience Challenge Sense International is a global charity supporting deafblind people in Bangladesh, India, Kenya, Tanzania, Peru, Romania and Uganda. It is the world’s leading international organisation working for deafblind people and their families Sense International
Target Audience Aged 18-25 Students or graduates in their first professional role Low disposable income Interested in fundraising and international development Millennials – Generation Me? Not anymore… 75% of millennials donated to charitable causes last year, while 63% gave time to volunteer. They are apt to fundraise on behalf of nonprofits by soliciting support from friends and family. They are a generation of digital communication masters Social media is a top priority, as 71 percent say that they engage in social media daily Millennials are more inclined to watch movies and catch-up TV online 18% of 18-34 year-olds that are mobile-only users Who are they? Where are they?
Campaign Insight People’s lives are hugely affected by the quality of the contact they have with other people. A deafblind person’s quality of life depends on communication that is clear, concise and accessible. They want to be connected and part of a wider conversation. (Sense International) Leverage both group’s desire for conversation to enable social interaction and empowerment 84% of Millennials are social media users. They understand that social media allows for quick and convenient communication. (Gilbert, J. 2011)
Strategy Raise awareness of and encourage real engagement with Sense International, by enabling conversation between our young target audience and deafblind individuals #SensetheLove
Leverage an exciting digital strategy to hook our target audience, making them want to find out more and partake in the cycle of conversation between all parties. Conversation is key. Sense International Young Target Audience Deafblind People Direct to more information and enabled them to converse with deafblind individuals and Sense International Sense International help deafblind people with their communication skills, enabling the conversations to continue Leverage bloggers and innovative media to grab their attention and make them aware of the issue Strategy
Idea Use innovative digital media and technology to connect our young target audience and deafblind people #SensetheLove Support from our target audience will be translated into alternative methods of communication and delivered to deafblind communities. By helping to build these conversations, we will raise awareness of Sense International as an innovative, empowering organisation.
Starting the Conversation BloggersVOD Pre-rollSocial Networks Conversational Channels Mobile Display
Just read Juan’s story. What an inspiration! Here is a hug from me to you #SensetheLove Consumer Journey Start the conversation See the Impact Education and Engagement Reply Learn More Building the Interaction Grab their attention Get a reply Bloggers Conversational Networks Pre-roll VOD Mobile Sense International Owned Sites Mail from the Website Facebook Posts Tweets YouTube Comments Hey @rhianwenhart, Juan has a message for you #SensetheLove
What will success look like? Resulting in: Increased awareness of Sense International and deafblindness as a disability Uplift in social engagement (providing a means of clear campaign measurement) Empowering discourse between cultures and social groups Increased front of mind awareness amongst target audience for future fundraising activity Earned Owned Paid
BarrierSolutionResult Social: Leverage the power of social and the influence of peer-to-peer sharing, to spread this message even further Low public awareness of deafblindness, especially amongst a younger audience Increased awareness of the charity, the disability and the campaign Digital Strategy: Achieve category cut through by providing engaging content and a clear call to action via the channels they use everyday Coverage/supporters swallowed up by more high profile organisations Sense International initiates the idea of conversation through clever messaging via audience relevant touchpoints Why should I care about Deafblindness? There are more urgent issues. Emotional connection: Identify and leverage a common truth between our audience and deafblind people. A desire for social interaction Empowering social discourse for both groups is made possible innovative technology How will the campaign live on? Scale activity across global markets Continue to innovate conversational touchpoints (Printed Braille Photos, 3D printed objects) Leverage bloggers as relevant ambassadors to communicate future messaging and campaigns Summary and Future Activity