Ain’t that a giant leap ?

Ain’tthat a giantleap? Young Lions Media 2012

The main goal of the campaign • Recent studies reveal that 50 % of the disabled persons have the professional skills to do the job for which they are qualified. However, companies have generally a rather negative attitude towards the” handicapped employees”. • As Neil Armstrong said "That's one small step for a man, one giant leap for mankind“, it is not a giant leap for a company to employ a disabled person. • One of main goals of this campaign is to lower the threshold in employing a disabled • To approve the employment process of the handicapped is not so challenging as employers usually think

The strategy • Setting of the campaign is the cafeteria called “Ain’t that a giant leap?”, which serves as the meeting place for the employers and employees in career searching. • As the cafeteria is run by the disabled persons, they have a unique opportunity to demonstrate their skills and competence in the working life. • The employers will have a one-time opportunity to get to knowthe disabled employees - their capabilities, skills and motivation, what will result in lowering the threshold in the employment process. (People are often afraid of the things they are not familiar with.) • The purpose of the event is to get as much media attention as possible • Kärkimedia will cooperate with the event organizer

How to reach the employers? • The slogan of the campaign will be used in different media to attract the employers to attend the event in social media: There are almost 50 % of handicapped persons looking for your enterprise. Ain’t that a giant leap? Visit the event in (Facebook, LinkedIn)

Social Media • The social media community for the event will be created and personnel of the companies will get an invitation to join the event on social media platforms, for example, Facebook and LinkedIn. (LinkedIn is the most commonly used social media platform among the work communities.) • The event page will consists of handicapped persons’ CV –videos, information about how easy it is to employ a handicapped, etc. • By attending the event, the employers can show their social responsibility

Stickers and posters • In practice, this goal will be reached by distributing the stickers and posters with the following text: There are almost 50 % of handicapped persons looking for your enterprise. Ain’t that a giant leap? Visit the event in (Facebook, LinkedIn) • Stickers will be clued on the doorsteps and stairs in the workplaces • Posters will be placed on the heavy doors in workplaces

Kärkimedia: • As one of the main goals is to get as much media attention as possible, the whole campaign will be documented by the pictures and videos. • Videos will be distributed by social media (Youtube) and pictures may be found in Kärkimedia online.

Wechosethisstrategy, because… • Attending the event, the employers will demonstrate their social responsibility for their companies. • It gives media visibility and attention • It enables face-to-face contacts with employers and disabled persons • It distributes a lot of information about the skills and capabilities of disabled persons • It allows low costs

Summary • The goal: To lowerthe threshold in employing a disabled • The strategy: The media attention and companies’ social responsibility • The event: The meeting point cafeteria called “Ain’t that a giant leap?” • The Media: • Printed media: Stickers and posters • Social media: Facebook, LinkedIn, Youtube • Kärkimedia online • Why this strategy? • Social responsibility • Media attention • Face-to-face contacts • Information • Low costs

Ain’t that a giant leap ?