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Innovative Strategies to Engage Millennials on Disability Awareness Campaigns

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The campaign seeks to raise awareness of disability issues through disruptive and engaging tactics aimed at millennials, who often overlook such topics. With 80% of disabled individuals residing in developing countries, the initiative encourages personal engagement using social media hashtags like #RatherBeBlind and #RatherBeDeaf. By utilizing humor and real-time interactions, the campaign aims to attract a younger supporter base, ensuring long-term visibility without paid media. Leveraging critical opinion leaders and adapting quickly to digital behavior, the initiative seeks valuable engagement and awareness.

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Innovative Strategies to Engage Millennials on Disability Awareness Campaigns

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Presentation Transcript

  1. YOUNG LIONS 2014 · MEDIA · AUSTRIA #RATHERBE____

  2. Fact: 80% of disabled people live in developing countries. NO PERSONAL RELATION TO THE ISSUE

  3. MILLENIALS Facts: · Seeking for entertainment · Critical opinion leaders· Hard to convince · Adapting quickly source: eMarketer, Study: How Digital Behavior differs between Millenials, 2013 / Edelmann, StrategyOne 2013

  4. Fact: Breaking the rules to get the attention of the young target group SENSITIVE TOPIC DISRUPTIVE APPROACH PUSHING PEOPLE TO WISH THEY WERE DEAF-BLIND

  5. AMBASSADORS TO SPREAD HASHTAG WORST DRESSED AT VMA 2014? #RatherBeBlind

  6. AMBASSADORS TO SPREAD HASHTAG #RatherBeBlind

  7. AMBASSADORS TO SPREAD HASHTAG #RatherBeDeaf WORST DRESSED AT VMA 2014? #RatherBeBlind

  8. Funny article from #noisey #concerts #RatherBeDeaf DIRECT RESPONSE IN REAL-TIME

  9. YOUNG LIONS 2014 · MEDIA · AUSTRIA #RATHERBE____ SEEDING THE HASHTAG WITHIN CONTENT #RatherBeDeaf&#RatherBeBlind PERSONAL ENGAGEMENT IN REAL-TIME TO RAISE AWARENESS DISRUPTIVE STRATEGY TO GET ATTENTION AQUIRED MILLENIALS AS YOUNGER SUPPORTER BASE SOCIAL NETWORKS ARE PART OF NATURAL ENVIRONMENT · VALUABLE AWARENESS · NO PAID MEDIA · LONG-TERM APPROACH · FREELY SCALEABLE IN MEDIA AND MARKETS MILLENIALS ARE NOT AWARE OF THE ISSUE

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