Mothers of disabled children are compared with extreme athletes in this new campaign from Cap 48. Because there is no difference.
Cap 48 is an initiative from the Walloon broadcaster RTBF for creating awareness about living with a physical handicap.
GoPro, a miniature camera, is used often in extreme sports. It brings the emotions of the sporter very nearby for the viewer.
Agency Air from Brussels used this technique for 24 hours with fourteen year old disabled Johanna and her mother. The three spots give an impression of how to transform the most mundane activities into an extreme sport, if you have a disabled child.
The choice of director for these videos is also remarkable. It’s Mitch Bergsma, a professional wakeboarder and a GoPro-celebrity on YouTube. He is deaf and dumb from birth. (see the behind the scenes video below)
The image above, without the copy, goes round and round on most of the social media channels since yesterday. It is famous Belgium footballer Kevin De Bruyne with Down’s Syndrome eyes. Today it became known what it is about. It is a frequently used technique for the launch of a campaign.
It is the campaign for the upcoming Special Olympics which will be held in Belgium. The Special Olympics are for athletes with intellectual disabilities. The copy: “Would you still be a fan if I looked like this?”
The campaign has two goals, according to the agency and the organisation. They want to give Special Olympic athletes the attention they deserve. Unlike the Paralympics, the Games for athletes with intellectual disabilities are not well-known.
The second goal is to break the taboo around intellectual disabilities.
It’s always good to see disabled people portrayed in a very positive - and very attractive - light. Although I’m sure for the guy in the video, professional model Jack Eyers, that isn’t something new.
The ad encourages everyone to #StripForScope, with the goal of getting people to donate one million items of clothing in one month. Given this good ad, it’s unsurprising to know they’ve surpassed their target.
Most annual reports are difficult to read. Canadian agency WAX Partnership used that idea to give the annual from the Calgary Society for Persons with Disabilities (CSPD) an additional function.
The brief of CSPD was to create a provocative annual report that told their financial story, but which can also be used to raise awareness (and funds) for the organisation.
WAX decided to make the annual difficult to read by using a single staple in the centre of the pages. WAX then told the story of a client over a day using stark, journalistic photos and honest language that doesn’t pull any punches.
By simply placing a single staple in the middle of the report, WAX created a simple yet incredibly powerful metaphor for the struggle that persons with disabilities face every day of their lives. Because “being handicapped is hard”.
WAX won a Black Pencil prize at the D&AD Awards this year with the annual.
It is the second time WAX has been awarded for work with the CSPD. In 2009, the 2008 CSPD Annual Report earned In Book, where the entire annual report was written by hand, on objects that were purchased from fundraising efforts to help people living with disabilities.
Motor Neurone Disease (known as Lou Gehrig’s disease in the US) is not a good thing to get. It’s incurable and is usually fatal within 2 years. Along the way, sufferers lose the use of their limbs and one of the first things to go can be their voice. Hence this striking storytelling campaign from the UK’s Motor Neurone Disease Association.
I can’t track down the agency involved – will happily ad creds if anyone knows. More executions after the jump.
“End the Awkward” from UK charity Scope and agency Grey London. Potentially awkward scenarios of disabled and non-disabled people interacting, mediated by a comedian. Beautifully observed, cast and scripted.
More background here
And go here for hints and tips
Storefronts in Zurich, but just a little different than usual. Special mannequins with physical disabilities were stationed in the windows of the fashion stores modissa, WE Fashion, PKZ, Schild and Bernies. Mannequins missing an arm, sitting in a wheelchair and a malformed spine.
The figures are life-sized, three- dimensional representations of Miss Handicap 2010, Jasmin Rechsteiner, radio presenter Alex Oberholzer, track and field athlete Urs Kolly, blogger Nadja Schmid and actor Erwin Aljukic.
It is the scene from the new campaign from Swiss Pro Infirmis entitled “Because who is perfect? Get closer.” Designed to provoke reflection on the acceptance of people with disabilities. It was done yesterday Dec 3, the International Day of Persons with Disabilities.
Director Alain Gsponer shows the development of the campaign, from the measuring of the participants to the mannequins being displayed in the stores on Bahnhofstrasse:
March 21 was World Down Syndrome Day. In the lead up to that day the Italian Coordown Onlus organised a great campaign entitled #DammiPiùVoce (Turn up my voice).
On www.coordown.it, 50 people with Down syndrome asked 50 celebrities for a donation. Not money: they asked for a video. A video in which those celebrities ask the public to support the rights of people with Down Syndrome through a donation, thus amplifying their voices. A video that, if shared by the celebrities on their social networks, would have more chance of being listened to.
Just like Andrea who asked Sharon Stone to turn up his voice:
This typographic idea is done many times before for many causes and brands. And it still works if it is properly used. It is the kind of outdoor advertising which makes people wait and think.
This campaign is from the Brazilian Associação Paranaense de Reabilitação (Rehabilitation Society from Paraná). The only thing which is discussable are the color choices.
As agency Guarda (Chuva) writes:
Conflicting colors and lack of space can be an impediment to reading, but it does not compare to climb stairs or running to catch the last bus, having some kind of physical disability.
“Running to catch the last bus.
Hard to read? It’s tough when something simple becomes so hard, isn’t?
October 11th, National Disabled Person Day”
More campaign items after the break including the original Brazilian versions.
It’s not new but it is not often used: branding for a time-bound campaign. The kind of branding used for temporary purpose. Forest & Bird did it recently for their Love Nature: Vote 2014 campaign. New Zealand’s largest independent conservation organisation wanted nature back on the political agenda. The future…
Yesterday, it finally happened. Somebody challenged me to the Ice Bucket Challenge for ALS. If your internet connection has been broken all summer, it’s this year’s big meme. You can read about it here. To be honest, I felt that the movement had passed its high-water mark when I saw…
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