Excuses vs Reasons
Advertising
Video Production
Digital Strategy
Project Overview
CHALLENGE Market research was conducted in early 2015 to inform a public awareness campaign on the tough realities persons with disabilities face related to equal access. Through focus groups and surveys a key attitudinal insight was confirmed: most able-bodied people do not believe access to parking for persons with disabilities is a problem, even if they have witnessed abuse. APPROACH The research supported the need to create awareness around this issue. Our strategy relied on mass media via pre-roll and bus tails to start a conversation that was extended through social media and public relations to reach a state-wide audience. The campaign cast people with disabilities through the Phamaly Theatre Company in each spot, and had them deliver real excuses people use to deny the disabled community their civil right to equal access. In the end, the campaign creates an understanding among our audience that your excuses will never be as good as their reasons.Client
Council for Disabled PersonsTags
Market research
Strategic planning
Creative development
Media relations
Social media
Media training
Digital
interactive
Media buying
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