Transcript Document

Sense International
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
Challenge
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
Target Audience
Who are
they?
Where are
they?
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Aged 18-25
Students or graduates in their first professional role
Low disposable income
Interested in fundraising and international development
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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
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•
Millennials – Generation Me? Not anymore…
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75% of millennials donated to charitable causes last year, while 63% gave time to volunteer.
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They are apt to fundraise on behalf of nonprofits by soliciting support from friends and family .
Campaign Insight
People’s lives are hugely affected by the quality of the
contact they have with other people.
84% of Millennials are social media users. They
understand that social media allows for quick and
convenient communication. (Gilbert, J. 2011)
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
Strategy
Raise awareness of and encourage real
engagement with Sense International, by enabling
conversation between our young target audience
and deafblind individuals
#SensetheLove
Strategy
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.
Leverage bloggers and
innovative media to grab
their attention and make
them aware of the issue
Sense International
Young Target
Audience
Sense International help
deafblind people with their
communication skills, enabling
the conversations to continue
Deafblind People
Direct to more information and
enabled them to converse with
deafblind individuals and Sense
International
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
Bloggers
VOD
Pre-roll
Social Networks
Conversational
Channels
Mobile Display
Consumer Journey
Start the
conversation
Grab their
attention
Education and Engagement
Learn More
Building the
Interaction
See the
Impact
Get a reply
Reply
Hey @rhianwenhart, Juan has a message
for you #SensetheLove
Mail from
the Website
Bloggers
Conversational
Networks
Pre-roll
VOD
Mobile
Sense International
Owned Sites
Tweets
Facebook
Posts
YouTube
Comments
Just read Juan’s story. What an inspiration!
Here is a hug from me to you #SensetheLove
What will success look like?
Earned
Resulting in:
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Owned
•
Paid
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
Summary and Future Activity
Barrier
Solution
Result
Low public awareness of
deafblindness, especially
amongst a younger audience
Social: Leverage the power of social and
the influence of peer-to-peer sharing, to
spread this message even further
Increased awareness of the
charity, the disability and the
campaign
Coverage/supporters
swallowed up by more high
profile organisations
Digital Strategy: Achieve category cut
through by providing engaging content
and a clear call to action via the
channels they use everyday
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
• Scale activity across global markets
• Continue to innovate conversational touchpoints (Printed
How will the
Braille Photos, 3D printed objects)
campaign live on? • Leverage bloggers as relevant ambassadors to communicate
future messaging and campaigns