Deaf Awareness Campaign

Social Issue: The Deaf Community or hard of hearing community in South Africa

Agency: ResonateThreading concept to design

• Byron John - 909705939• Carmon Butler - 200610366• Chris Midgley - 200809163• Petri Buys - 200816327

Group Members

• Research & Findings• Insights• Marketing and Communication Objectives• Target Audience• Positioning• Manifesto• Slogan• Associated Brand• Rationale• Campaign• Creative Rationale• Conclusion

Agenda

ResearchPRIMARY RESEARCH SECONDARY RESEARCH

Interview – D-TV http://www.witslanguageschool.com/Newsroom/ArticleView/tabid/299/ArticleId/31/September-is-Deaf-Awareness-Month.aspx

Candice Morgan and Chris Harrison (interpreter) http://www.nelsonmandelabay.gov.za/Content.aspx?objID=480

Interview – School for the deaf http://www.deafsa.co.za/

Principle of MC Karbai – Michelle Batchelor http://www.givengain.com/cgi-bin/giga.cgi?cmd=cause_dir_vision_mission&cause_id=1144

Interview – SLED (Sign Language Education and Development

http://www.cso.za.org/stvin.htm

Nyeleti Nkwinika http://www.mypressoffice.co.za/SADisabledGolfAssociation/csi.html

http://www.imsa.org.za/files/Library/Corporate%20social%20investment/CSI%20initiatives.pdf

http://www.heartspring.org/?gclid=CMrm2tiR1KoCFUMKfAodCipjyw

http://deafness.about.com/od/internationaldeaf/a/southafrica.htm

http://www.kharigude.co.za/index.php/literacy-in-south-africa

Did you know?

• Diagnosis of hearing loss or deafness happens as late as 4 years old, in some cases 8 years old.

• Deaf children often enter Grade R with little or no language.• One in 10 babies in SA are born with some degree of hearing-loss.• The average Deaf school-leaver leaves school with a reading age of 8. • 75% of the Deaf Community are functionally illiterate.• 70% of the Deaf Community are unemployed. • Only 12 schools for the Deaf offer Grade 12 and are concentrated in 3

provinces.• Only 2 FET Colleges in South Africa employ Sign Language Interpreters.• 600 000 South Africans use South African Sign Language as their primary

language.• Only 14% of teachers in schools for the Deaf can sign fluently.• South African Sign Language is not a school subject.

Did you know?

• Diagnosis of hearing loss or deafness happens as late as 4 years old, in some cases 8 years old.

• Deaf children often enter Grade R with little or no language.• One in 10 babies in SA are born with some degree of hearing-loss.• The average Deaf school-leaver leaves school with a reading age of 8. • 75% of the Deaf Community are functionally illiterate.• 70% of the Deaf Community are unemployed. • Only 12 schools for the Deaf offer Grade 12 and are concentrated in 3

provinces.• Only 2 FET Colleges in South Africa employ Sign Language Interpreters.• 600 000 South Africans use South African Sign Language as their primary

language.• Only 14% of teachers in schools for the Deaf can sign fluently.• South African Sign Language is not a school subject.

The total number of Deaf and hard-of-hearing people in South Africa is estimated

at 5 million!

• The Deaf Community feel comfortable in their own, isolated, hidden communities…and we’re ok with that

• They are very much part of our nation• We’re good at including others, but we have failed to

include the Deaf Community into our society…and hence failed ourselves

• Society cannot understand what it doesn’t know• Deaf Awareness campaigns exacerbate the Deaf

Community as victims, a “shame” mentality and these campaigns typically re-enforce the stereotype that the hearing are “normal” vs the Deaf as “abnormal”

Findings

Insight

- Previous Deaf Awareness campaigns exacerbate the Deaf as victims

- They entrench a “shame, poor them” mentality - These campaigns typically re-enforce the

stereotype that the hearing are “normal” and the Deaf are “abnormal”

- A show and tell approach just won’t work anymore- We need to shift people by making them

experience something that moves them - This has even led to the term “Deaf Awareness”

being associated with negative connotations

“normal”“abnormal”

“experience”

Insight

“normal”

“abnormal”

“experience”We want you to the world of silence

In fact the world is in desperate need of the the power of silence i.e. To be

It is us, the one’s who can hear who are actually….

We want to let you experience their story rather than just tell you a story of theirs.

Ayesha and Nyeleti’s stories

Petri

Make the South African hearing population aware that silence is normal and

everything else is abnormal through experiencing the power of silence

Marketing Objective

Show people through experiences, that silence is not only normal, silence is

powerful!

Communication Objective

• Who are the people in society who need silence or normality?• Everyone • But everyone is too large• What’s our best chance of reaching as many people as possible?• SPORT• If we make people who watch sport aware, we not only get

people who watch at the stadium but also those who are watching on TV. This is the best route in terms of maximum reach

• They are….– Abnormally Loud– Experiencers – Love to compete and break records

Target Audience

South Africans…experience a new movement that is sweeping across our

nation through a powerful wave of silent disruptions that will not only turn

normality on its head, but will silence our stadiums and mute what we once believed

about the Deaf Community.

Positioning

Carmon

Manifesto

Silence is not having nothing to sayIt shows you’re listening, and you know how to pray

Silence is not weakness, it directs one’s attentionIt silences one’s ego and helps seek inattention

Silence is something that can make you crySilence is the power that makes the noise die

Silence is something so gentle to hearYet could be someone’s innermost fearSilence gives peace and appears so kind

Yet silence is conscience and conquers the mindGive space to silence and you will see

Those who know silence are the one’s we envy

Is silence just noise that cannot be found?No its much more, it’s the source of all sound

“Sharing the Silence”

Slogan

Associated brand Ranked as the country’s fifth most popular soft drink brand (Rebrand)

Refreshment A brand that symbolises classic style

and good taste, Schweppes is aligned with assets like the J&B Met and Durban July

Brand value: Working together to create brands people love.

Brand attributes: Uncompromising quality, its quirkiness

and its individuality. It’s a mystique you can’t put your finger on…

‘Schweppervescence’ Consumers also consistently refer to

Schweppes as being of the absolute highest quality. This guarantee of quality is at the heart of everything Schweppes does.

Rationale

Research: Hidden Victims

Insight: Abnormal,

Normal, Experience

Target Audience: SA Sport

Experiencers

Objectives: Experience silence as powerful

Positioning: Silent

disruptions

Slogan: “Sharing the

Silence”

Byron

Campaign Concept

The ShhMovement

Channel Strategy

Activations: Sports events(Rugby, Cricket, Soccer)

Television Website & Twitter

Stage 1: Ticketshh

The ShhmovementAbsa Currie CupMTN Lions vs Ford Pumas16 Oct 201117:00

theshhmovement.com

Stage 1: Ticketshh

The Shhmovement

Guinness Book of Records attempt:

Open the Schweppes can exactly at kick-off so that we can be the first nation to open the most cold drink cans simultaneously at an event.

Be part of the Shhmovement.theshhmovement.com

Stage 2: Neck Tagshh

Guinness Book of Records attempt:

Open the Schweppes can exactly at kick-off so that we can be the first nation to open the most cold drink cans simultaneously at an event.

Be part of the Shhmovement.

Neck Tagshh will cater for both bottles and cans

Information detailing the Guinness Book of Records attempt

Details of all the Shhmovement concepts and how to participate will also be detailed on the reverse side

Promotional add in for all stores around the timing of the Shhmovement Campaign

theshhmovement.com

Stage 3: Kick offshh

Guinness Book of records TV Squeezeback Commentators comment Print on the field:

Shhmovement.com @theshhmovement Stumps/Padding/Corner

flags/Digital boards

Shhhh……..

We’re breaking a Guinness World Record with the most cans opened simultaneously at one event.Sharing the ‘Shhhh’!Sharing the silence… Join the Shhmovement!www.theshhmovement.com

Stage 3: Kick offshh

Guinness Book of records TV Squeezeback Commentators comment Print on the field:

Shhmovement.com @theshhmovement Stumps/Padding/Corner

flags/Digital boards

Shhhh……..

www.theshhmovement.com

Stage 3: Kick offshh

Guinness Book of records TV Squeezeback Commentators comment Print on the field:

Shhmovement.com @theshhmovement Stumps/Padding/Corner

flags/Digital boards

Shhhh……..

@theshhmovement

Stage 3: The Shhweet Tweet

Guinness Book of records TV Squeezeback Commentators comment Print on the field:

Shhmovement.com @theshhmovement Stumps/Padding/Corner

flags/Digital boards

Stage 3: Kick offshh

Guinness Book of records TV Squeezeback Commentators comment Print on the field:

Shhmovement.com @theshhmovement Stumps/Padding/Corner

flags/Digital boards

Shhhh……..

theshhmovem

ent.com

theshhmovem

ent.com

theshhmovem

ent.com

theshhmovem

ent.com

Shh.com

Stage 4: During the game

Rugby: Kicking at goal Soccer: Kick-off, Penalties, Free-

kicks Cricket: Decision pending Countdown to the ‘Shh’ moment

on the field Displayed on the bigscreen at

the game

SHHHHHJoin the

Shhmovementwww. shhmovement.com

Stage 5: Half time TV ad: Shhmovement

Cheering in the stadium. A game of rugby is being screened. Ambience of the crowds. Pan camera angle of stadium

Sound of live sport gets louder. Close-up shot of the actual sport

Penalty given. The crowd are unhappy and start to boo the kicker. Close-up shot of the kicker getting ready.

Zoom into a shot of the Mute button on the remote

Fan at home gets irritated with booing of the crowd at the stadium which is getting louder. POV shot of the remote and TV

Camera zooms out of TV to depict sports fan at homing watching the same game. High angle camera angle of the TV and the person watching

Cheering in the stadium. Pan camera angle of stadium

Cheering in the stadium. Close-up shot of the actual sport

Cheering in the stadium. Close-up shot of the actual sport

Noise in the stadium in background. Zoom into a shot of the remote

Noise in the stadium in background. POV shot of the TV

Noise in the stadium in background. Level camera angle of the TV and the person watching

The mute button is magic and mutes all the sports fans at the stadium as well. Pan camera angle of the mute, shocked fans

The kicker is able to take the kick successfully and slots it – but there’s not sound at all. Even the kicker seems surprised. Shot of successful kick.

Back to the fan at home who realises what he’s done, turns off the mute button and realises the powere of his actions. Camera angle of the TV and the fan watching

Silence is powerfulShare the silence

Be part of the Shhmovement

www.shhmovement.com

Stage 5: Half time TV ad: Shhmovement

Stage 6: Shhmob

Creative Rationale

Shhmovement:Share the silence

Silence is powerful

Activations Experiences

through sports events

Activations Owning the sports

experienceFrom tickets to

owning moments on the field

Media channelsTV

WebsiteTwitter

Shhmobs Silent disruptions

Research: Hidden Victims

Insight: Abnormal, Normal,

Experience

Target Audience: SA Sport Experiencers

Objectives: Experience silence as

powerful

Positioning: Silent disruptions

Slogan: “Sharing the Silence”

ConclusionFrom the research we see that South Africa has not welcomed the Deaf Community in society. Creating ‘awareness’ of the issue just re-enforces an apathetic ‘we sort of care’ stance on the matter.

We found that we all exacerbate the issue…a ‘shame, poor them’, normal vs abnormal stereotypical stance…

Our target audience, to be shifted and moved, need to experience a new movement of what is normal vs abnormal

We have positioned our campaign as silent disruptions to turn this concept of normality on its head to shift peoples’ thinking

Our execution shows this by making silence powerful in a bold, overt way by owning moments in what our country cherishes most…it’s sport

Conclusion

Are you ready to join the Shhmovement?

Share the silence!