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

IdeaUse 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

Just read Juan’s story. What an inspiration! Here is a hug from me to you #SensetheLove

Consumer JourneyStart the

conversationSee 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

Barrier Solution Result

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