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Innovative Strategies to Engage Millennials on Disability Awareness Campaigns

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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