1. 1. BACKGROUND
1.1 The Problem: Accessibility
For a long time we belarusians have been watching the people with disabilities being forced to
stay on the edge of society, in isolated communities, and not being able to live a full life in
Belarus. Meanwhile the society lacks the enormous potential of people with disabilities, which
impoverishes the possibilities not only of our country, but of the humanity, as the number of
disabled people in the world is 8%, which comprises 650 mln people.
Now it’s time to watch no longer, but to help!
The International Day for the rights of disabled unites the advocates of disabled rights movement all over
the world on the 5th of May. We can also participate and involve as many people as possible.
1.2 Who We Are
velcom is mobile-operator in the Republic of Belarus providing telecommunication services,
member of Telekom Austria Group. Together with our customers we are moving ahead to enrich
people’s lives with leading edge communication services.
Thus, seeking for every opportunity to create a better level of living, the activity of velcom is for
14 years traditionally linked with participation in social and charity programs.
This aim is pursued as a tendency in the global market of telecom in every sphere of life and
certainly considering the accessibility questions.
"When company harnesses technological innovation in human terms, it can lead to improved
quality of life - not just for people with disabilities but for nearly everyone," said AT&T (a premier
communications holding company) Senior Vice President of Global Public Policy, Len Cali.
1.3 Context
The Office for the rights of persons with disabilities is a team of professionals who have
gathered to work together to protect the rights of such people in the Republic of Belarus. Thus,
the Office advocates for equal access to social, political, and economic life which includes not
only physical access but access to the same tools, services, organizations and facilities which
we all pay for.
2. OUR SOLUTION
2.1 The Product
Special free-application ‘Better Place’ for smartphones and tablets (iOS, Android and Windows
Phone). Whenever you see/watch/hear anything that can prevent a disabled person from
implementing his possibilities – you match this problem on the app and it is sent to the Office for
the rights of persons with disabilities, where your message and starts to work with it. Finally,
user gets the spent traffic for the usage of this application in a double from velcom.
Functions:
- Video and photo shooting
- GPS data attachment
- Text messaging directly to the Office
- Donations directly from the cell-phone balance (only for velcom clients)
2.2 Functionality Associations - Overview
Name of the app Similarity rate The function which is similar
Instagram ★★☆☆☆ you shoot something with your camera and upload this to
a server. You can identify your geo-position, if you want.
Foursquare ★★★☆☆ you can check in at any place and upload your review or
photo about this place
“РосЯма” (RosYama) ★★★★☆ you shoot a pothole on the road with your camera, and
the data with GPS coordinates will be sent to the service
“Roads of Russia”
responsible for repairing
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2. 2.3 Why Does It Help
- Now everyone can be involved in the disability rights movement.
- It’s easy and accessible to everyone with a smartphone or a tablet.
- This can help not only the disabled people, but also to others, e.g. moms with baby
carriages or cyclers will be happy if the borders on pedestrian crossing are abolished.
2.4 UTP!
The application and the velcom-traffic within it are free. Moreover, velcom encourages
participation by giving extra web-traffic equal to the traffic the velcom-user spent surfing within
the application. This symbolizes the approach: “The kind things you do return to you”!
3. AGENCY CHALLENGE
3.1 Job To Be Done
Develop a communication strategy for the promotional launch of the new product for the target
group.
Campaign Objective:
To launch the product and drive support to the Office for the rights of persons with disabilities
via application usage and donations from the balance.
3.2 Target Audience
City dwellers, 25-45 y.o., socially active, technologically advanced, income average and +
3.3 Customer Insight
“I’m eager to improve the world for others, but I want something for myself, too.”
3.4 The Challenge
Rebuild the understanding of a person with a disability being not an outcast but someone equal
to those without disabilities.
3.5 Guidelines
Campaign tonality: Tell NOT what is bad, but HOW can each of us make it better. Be positive.
Language is simple and clear to everyone.
Key Message:
“The kind things you do – return to you!”
Channels
Paid Earned Owned
- TV -Official pages of velcom - velcom site velcom.by
- OOH (bus-stops, underground)
- Internet (context ads, banners - The Office site disright.org
etc.) -Official velcom channel
- Mobile ads
- Hospitals, malls (flyers with QR-
code, LCD-media) -Official Office page
Campaign budget: $350 000
3.6 Timeline
1. Creative concept and communication strategy ready and approved 1 April
2. Visual identity including key visual 15 April
3. Full media mix ready and approved 22 April
4. Start of campaign + product launch + PR-event with the Office representatives 5 May
5. Decline activity to a medium support campaign (earned, owned media channels) 1 August
6. Decline activity to a small support campaign (links on flyers, posters etc) 1 December
3.7 Measure of Success
Application downloads – 5% of velcom clients with smartphones or tablets (50 000 downloads)
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