CHALLENGE
To make people accept the principles of the Convention on the rights of persons
with disabilities – to sign Conv...
INSIGHT
Other people's opinion of me matters to me

IDEA
Change your attitude towards people with disabilities, and people...
STRATEGY
To	
  take	
  advantage	
  of	
  the	
  moments	
  when	
  people	
  are	
  especially	
  	
  anxious	
  to	
  ma...
ACTIVATION

GOOGLE

Every day people ask Google: “how to impress
your boss” – 18,400,000 results, “how to
impress a girl” ...
ACTIVATION


JOBS.TUT.BY

Insight: “When I look for a job, get employed, or get interviewed I feel especially anxious to
m...
ACTIVATION

LinkedIn

We create a group in LinkedIn supporting the
Convention on the rights of persons with
disabilities.
...
ACTIVATION

Facebook

Insight: “I want to be as popular as possible in
social media, but I can not always post really
inte...
ACTIVATION

E-mail

Recently, it has become trendy to show
one’s attitude towards important social
issues. By way of using...
SUMMARY




CHALLENGE
make people
accept the
principles of the
Convention on
the rights of
persons with
disabilities – sig...
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06

  1. 1. CHALLENGE To make people accept the principles of the Convention on the rights of persons with disabilities – to sign Convention with heart.
  2. 2. INSIGHT Other people's opinion of me matters to me IDEA Change your attitude towards people with disabilities, and people’s opinion of you will improve.
  3. 3. STRATEGY To  take  advantage  of  the  moments  when  people  are  especially    anxious  to  make  a  good   impression  and  even  to  appear  be:er  than  they  are.  
  4. 4. ACTIVATION GOOGLE Every day people ask Google: “how to impress your boss” – 18,400,000 results, “how to impress a girl” – 72,400,000 results, “how to impress interviewer” – 920,000 results. We buy the first line related to the required Google search request and place a link to a web-site with the following communication: “Change your attitude towards people with disabilities, and people’s opinion of you will improve. Sign the Convention on the rights of persons with disabilities”.
  5. 5. ACTIVATION JOBS.TUT.BY Insight: “When I look for a job, get employed, or get interviewed I feel especially anxious to make a good impression ”. We take advantage of the most popular resource for job searching in Belarus – jobs.tut.by. On the web-site’s page where users create their CV we place the “To improve the CV” button near “Save” button. We include into the user’s CV, in the “About me” box, the following text: “I take an active citizenship. I support the Convention on the rights of persons with disabilities” Next to the text the logo of the Office for the Rights of People with Disabilities and the message “Change your attitude towards people with disabilities, and people’s opinion of you will improve. Sign the Convention on the rights of persons with disabilities” will be placed.
  6. 6. ACTIVATION LinkedIn We create a group in LinkedIn supporting the Convention on the rights of persons with disabilities. If a person wants to make a good impression while looking for a job, he or she has to become a member of the above group. Thus he or she shows that he holds a definite position on the issue of the rights of persons with disabilities. Looking through the account an employer sees that the user is a member of community- minded group and appreciates it.
  7. 7. ACTIVATION Facebook Insight: “I want to be as popular as possible in social media, but I can not always post really interesting content that would attract people to my account”. An application for Facebook developed with consideration of selected topics will search the Internet for the content that sparked a massive public outcry and post it on behalf of the user. The application will be developed under the brand of the Office for the Rights of People with Disabilities. The logo of the Office for the Rights of People with Disabilities and the message “Change your attitude towards people with disabilities, and people’s opinion of you will improve. Sign the Convention on the rights of persons with disabilities” will be put inside the application.
  8. 8. ACTIVATION E-mail Recently, it has become trendy to show one’s attitude towards important social issues. By way of using special icons attached to email letters in the form of signature. So we create a special icon symbolizing solidarity to the Convention on the rights of persons with disabilities. This icon looks like the logo of the Office for the rights of persons with disabilities. Next to the icon the message “I take an active citizenship. I support the Convention on the rights of persons with disabilities – www.disright.org” will be placed.
  9. 9. SUMMARY CHALLENGE make people accept the principles of the Convention on the rights of persons with disabilities – sign Convention with heart. INSIGHT Other people's opinion of me matters to me IDEA Change your attitude towards people with disabilities, and people’s opinion of you will improve. STARATEGY To take advantage of the moments when people are especially anxious to make a good impression and even to appear better than they are. JOB  SEARCH  GOOGLE  SEARCH   Facebook  app   E-­‐mail  icon  

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