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#share4sense

#share4sense. 1. obstacle: Low public awareness amongst young people of Sense International and deafblindness Objective: Introduce young people to Sense International and deafblindness. 2. Obstacle: Misconception that only large donations make a difference

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#share4sense

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  1. #share4sense

  2. 1 obstacle: Low public awareness amongst young people of Sense International and deafblindnessObjective: Introduce young people to Sense International and deafblindness 2 Obstacle: Misconception that only large donations make a difference Objective: Encourage micro-donations any income can afford

  3. How do we make sense? Communication strategy Help young people with full sensory use gain appreciation of their senses without stigmatizing the deafblind community

  4. Finding a common sense… …by Turning passion into power • Music is an extension of the personality of the listener • It can be a vehicle for social change – or just a fun outlet • Technology has created a global catalogue and bridged international connections Source: The Psychological Functions of Music Listening, PMC US National Library of Medicine, August 2013

  5. music has become a multi-sensory experience • Fans turn to music videos for visual and audio self-expression • Music videos can both inspire and entertain • With new connectivity, each video has the potential to go viral 57.1B 280MM Number of Online Music Video Impressions in 2013 Number of Streams of Gangnam Style in 2013 Source: Behind The Music (Video): How Important Are Videos To Both Artists And Brands?, Nielsen, April 22, 2014

  6. This content is locked • To view it you need to #Share4Sense • Would you like to: • Share with 5 friends • Donate £2 to Sense International

  7. #Share4sense • Partnership with major labels • New music videos will be released with blurred imagery and muted audio • Viewers have two options to unlock the content • Share with 5 friends • Donate £2 to Sense International • The full music video plays with a :15 message from Sense International

  8. It just makes sense • Provide content and announce the release • Labels and Artists • Music Video Distributers • Announce and distribute the videos • Music Fans • Socially share or donate

  9. A sense of success • Awareness • Video views and brand study • Social Sharing • Facebook and Twitter engagement metrics • Donations • Monetary donations via Sense International’s website

  10. #Share4sense overview OBSTACLE: Sense International and deafblindness currently have low awareness and few donations amongst young people TARGET INSIGHT: Music is one of our target’s primary vehicles for self-expression, social change, and international connectivity MEDIA INSIGHT: Music videos, specifically, provide a multi-sensory experience that can be manipulated to teach an appreciation of the senses CAMPAIGN: Sense International will partner with major labels through the #Share4Sense campaign to release locked music videos with a limited audio-visual experience Young people will have the option to share socially or micro-donate to unlock the full audio-visual experience #Share4Sense will leverage existing distribution channels and the viralityof music videos to organically achieve mass exposure

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