This is the new campaign from Cap 48. This organisation is an initiative from the Walloon broadcaster RTBF for creating awareness about living with a physical handicap.
Although the campaign is in French, the visual language is strong enough to understand what it is about.
It is the story about Yorick who had an accident two years ago. Yorick is the bright side of life. And he still likes working on his acting career.
It is tricky business to communicate the opposite to what your cause really is about. But not for physical disabilities because we all understand that living with it is hard.
Is campaigning for this cause useless? No. Although we think we know how hard it is to have a physical handicap we still are indifferent.
That is the idea behind the sarcasm in this new campaign.
Maya Nakanishi is a Japanese runner who has used a prosthetic right leg since her original was crushed, at age 21, by a five-ton steel frame that collapsed on her at work in a paint shop. Two years later, she was competing in the Beijing 2008 Paralympic Games.
Now, she wants to compete in London. But according to a statement, Nakanishi said she was unable to compete in the 2011 world championships due to a lack of financial resources, despite being a Japanese medal chance. (She also needs a new racing leg.)
So she took her clothes off and made a calendar.
Ms. Nakanishi told NDTV Sports, “I don’t regret having become nude. I’m very happy that I was able to show Maya Nakanishi as I am.”
What she is, is a beautiful person with an elite athlete’s finely-tuned physique, as well as a great poster child for strength following tragedy. But what does it say about Japan that one of their medal contenders has to fund her own way to London? And what does it say about our world that we are only interested in her story when she shows some skin?
This is a nice initiative from the Mexican Fundación paraLife. It is a hard for disabled people to get a job. Also in Mexico.
A letter of recommendation is more valuable than a good resume in Mexico. Therefore Publicis, the agency behind the campaign, decided to make the greatest recommendation letter for the disabled.
And to achieve that they searched for a person with disabilities that would offer his services for free in exchange for a recommendation letter.
They found Xicani Godinez, 23 years old. He was born with infant brain paralysis but his intellectual capabilities are good.
With this campaign he get 25 job offers within a week.
People were able to follow his progress in working through the web and social media. On the dedicated website people could send and sign a letter of recommendation
The campaign was really successful in Mexico, without almost any budget they get a lot of free media and they obtain more than 5000 recommendation letters that now help people with disabilities in Mexico to get a job.
Nice idea from Russia. But also with some debatable issues. The Village, a Russian online magazine, launched an mobile app aimed to battle parking jerks. Because that is a big problem in Moscow.
The app is based on well known GPS technology. The only thing what is needed is taking a picture from the wrongly parked car. The software recognize the car number plates, the car model and color.
The harvested data become visible immediately across banners and media placements on popular websites in Russia. The banner ads are targeted through IP addresses to locations where these cars were parked.
DoucheParking is a big problem, not only in Moscow. And we posted some campaigns before about this issue (see links below).
I have some doubts about this app from The Village. What is done with all the harvested data? Who is the owner of these data? Is it stored or trashed after a while?
Perhaps they have though about that but I couldn’t find the answers.
The campaign was shot by by Mark Zibert. He teamed up with BBDO Toronto to shoot “Unstoppable.”
Shot in one continuous take on a rainy Toronto night, the entire set was mapped in 3d before the shoot for a quick and easy build.
Not the most spectacular psa, but what a sweet lady as the main character. It’s Christabella Zenzile, working at the finance department of Disabled People South Africa. She knows what she is talking about and I’m really touched by her positive approach. And her lovely voice. She takes this video to the highest level.
As Let It Rain Films’ producer Sam Kelly says: “Making this PSA was a very humbling experience for us. We often use the metaphor ‘to walk in someone else’s shoes.’ Well this very brave lady, Christabella Zenzile, cannot walk – she is in a wheelchair – but spending a few days with her made us count our blessings tenfold and get the smallest taste of what living with a disability is all about. There is just so much we don’t know about and so much we all need to bring into our awareness to make South Africa more accessible to all.”
Forget everything you’ve learned about marketing. Just remember one thing: it’s the human factor what counts. Great work!
An amazing video by BBDO, Toronto, for the Canadian Paralympic Committee. A runner with a prosthetic leg sprints back through the challenges he has had to overcome, through physiotherapy, surgery, back to the horrible traffic crash that injured him. And nothing stops him.
Inspirational. Thanks to Ads of the World for sharing this.
Here is a very unique project. Watever emotions it’ll generate, it can’t leave you cold.
This project is an amazing documentary ( I can’t say about handicap question because it would be too much simplistic) named « Mirror of my soul ».
All you have to do is browse through the literature pertaining to handicaps (the various attempts to define the term, the numerous denominations, and even the recent laws regarding the topic) to understand that handicaps are still a major social issue. Despite heightened awareness and legal measures, handicaps continue to be a cause of social exclusion; and this with regards to education, access to facilities, professional integration, but first and foremost to social acceptance.
A central theme in Mirror of my soul, a tenderly and modestly filmed documentary, is making people aware that the way some look at those who are handicapped is sometimes harder to take than the handicap itself.
It is thus essential to instruct people on how to see handicaps. This documentary goes in search of some souls.
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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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Osocio is dedicated to social advertising and non-profit campaigns. It’s the place where marketing and activism collide. Formerly known as the Houtlust Blog, Osocio is the central online hub for advertisers, ad agencies, grassroots, activists, social entrepreneurs, and good Samaritans from around the globe.