1. UNL CK

2. 1. Society & affected people: Lack of knowledge about disability, handling & possibilities  Isolation 2. UN Commission: Reluctance to include disabilities in the MDG

3. Our Chances Generate Awareness & Engagement  Show potential & possibilities  Clear-up prejudices  Find the key to unlock isolation!

4. UNL CK SMILES

5. Find the lock! -Going where the target audience is: -Places where young adults go shopping, hang out with friends, all in the centre of the city -Area around Piccadilly Circus -Activate them -We install a fence with many locks in front of a Billboard Ad at the Piccadilly Circus -With their key, people can open any of the locks -When opened, they are asked to take a “Helfie” of themselves -Deafblind people (with supporter) give out keys to young audience -On the key is the message: “Go and open a lock at Piccadilly Circus!”

6. Take a Selfie to help a cause, take a “Helfie”! #Helfie UNL CK SMILES ! #Helfie Share via

7. The #Helfie Circle #Helfie Nicole sent you a Sense Intl. key: “Have you unlocked? Here’s your key!” Nicole shared her Helfie! Anna from Sense Intl. unlocked her key. Want to discover her potential? Watch the video and get to know her! Stories of deafblinds that unlock with their key in order to create a feeling of community and proximity. The Helfie trend appeals especially to the young audience, which is used to share and generate personal content. It can be shared on multiple platforms and over a longer period of time.

8. Campaign details Paid media Owned media Earned media Additional Always on Billboard ad at Piccadilly Circus at special discount rate for NGOs Facebook Ads Online Bannering with Targeting to drive traffic to the website Sense International Website Facebook Account Twitter Account Social Media Shares, Helfies, Photo Mosaic Engagement & Activation plus viral effect News coverage Google Grant Account in order to push visibility Timeframe Budget Aug – July 2015 60k EUR