1. CHALLENGE
To make people accept the principles of the Convention on the rights of persons
with disabilities – to sign Convention with heart.

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. 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. 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. 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. 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. 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. 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. 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