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Challenge

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.

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Challenge

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  1. 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

  2. Target Audience Who are they? • Aged 18-25 • Students or graduates in their first professional role • Low disposable income • Interested in fundraising and international development • 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 Where are they? 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.

  3. 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) 84% of Millennials are social media users. They understand that social media allows for quick and convenient communication. (Gilbert, J. 2011) Leverage both group’s desire for conversation to enable social interaction and empowerment

  4. Strategy Raise awareness of and encourage real engagement with Sense International, by enabling conversation between our young target audience and deafblind individuals #SensetheLove

  5. 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. Sense International Leverage bloggers and innovative media to grab their attention and make them aware of the issue Sense International help deafblind people with their communication skills, enabling the conversations to continue Deafblind People Young Target Audience Direct to more information and enabled them to converse with deafblind individuals and Sense International

  6. 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.

  7. Starting the Conversation Bloggers VOD Pre-roll Social Networks Conversational Channels Mobile Display

  8. Consumer Journey Hey @rhianwenhart, Juan has a message for you #SensetheLove Start the conversation Education and Engagement See the Impact Building the Interaction Grab their attention Learn More Get a reply Reply Mail from the Website Facebook Posts Bloggers Conversational Networks Sense International Owned Sites YouTube Comments Tweets Pre-roll VOD Just read Juan’s story. What an inspiration! Here is a hug from me to you #SensetheLove Mobile

  9. What will success look like? Resulting in: • Increased awarenessof 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

  10. 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 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

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