BACKGROUND Every day we are faced with thousands and thousands of impressions thanks to our vision and hearing. Impressions that shape the way we see the world.

But what if you've never seen anything, never heard anything – what does the world “look” like then? What does the world, and more precisely London, look like to a deafblind child? CHALLENGE/INSIGHT

It’s impossible for the target group to relate to the concept of being deafblind. And no understanding means no engagement. Therefore we need to present Sense International in a context that our young and trendy target group can relate to and want to be a part of. Only then SI can be interesting and relevant. And this is how we do it…

We let 20 deafblind children from countries where SI is active, travel to London. We let them experience the city and its famous landmarks, such as Big Ben, Piccadilly Circus, the Double Deckers and Hyde Park. SOLUTION

Then we let the children express their inner images and experience of London, using brushes, paint and a white canvas. In this way we will get images of London that nobody has ever seen before and every image becomes a piece of modern art, in an exhibition called A WORLD NEVER SEEN: LONDON FROM INSIDE. SOLUTION Double Decker By Luneli, 6 Big Ben By Zahara, 7 Hyde Park By Hakim, 14

Digital: The exhibition is set up as an auction on the Sense International website where the paintings are presented, each with a story about the artist ­- the child that created the painting and how Sense International have helped the child. EXECUTION “Big Ben” by Zahara Highest bid: £387 PLACE A BID SHARE d

Event: On the same day as the auction goes online, we set up a street exhibition in Camden Town where all the paintings are presented. This will create awareness, spread the word about the auction and drive traffic to the website. For a period of 3 weeks, the paintings are auctioned out on the website to the highest bidders. All the money from the auction goes straight to Sense International. EXECUTION Big Ben Hyde Park Double Decker

Postcards and posters: In the next step, to increase circulation, we make the paintings into postcards and posters. A QR-code on the postcard will get you straight to the website where you get to know the child and can read more about Sense International and their work. Here you can also find and purchase any of the 20 posters to a fair price. senseinternational.uk EXECUTION “Big Ben” by Zahara

In this way we can engage people all over the world, and people will learn about Sense International – not via traditional advertising, but from friends and family. Revenues from the postcards and posters will go directly to Sense International, and we do not waste money on expensive media. EXECUTION

This is a modern and unexpected campaign that appeals a young and trend- sensitive target group. It’s cost effective – no media spend. It enables Sense International to raise money, without even asking for it. It has a high word-of-mouth-factor. It reaches our new target group without excluding the current one. It can be implemented in cities all over the world – Paris from inside, Tokyo from inside, New York from inside etc. SUMMARY Big Be n Hy de Par k Do ubl e De cke r “Big Ben” by Zahara Highest bid: £387 PLACE A BID SHARE d A WORLD NEVER SEEN: LONDON FROM INSIDE