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  1. 1. 1. BACKGROUND1.1 The Problem: AccessibilityFor a long time we belarusians have been watching the people with disabilities being forced tostay on the edge of society, in isolated communities, and not being able to live a full life inBelarus. Meanwhile the society lacks the enormous potential of people with disabilities, whichimpoverishes the possibilities not only of our country, but of the humanity, as the number ofdisabled 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 overthe world on the 5th of May. We can also participate and involve as many people as possible.1.2 Who We Arevelcom 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 enrichpeople’s lives with leading edge communication services.Thus, seeking for every opportunity to create a better level of living, the activity of velcom is for14 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 andcertainly considering the accessibility questions."When company harnesses technological innovation in human terms, it can lead to improvedquality of life - not just for people with disabilities but for nearly everyone," said AT&T (a premiercommunications holding company) Senior Vice President of Global Public Policy, Len Cali.1.3 ContextThe Office for the rights of persons with disabilities is a team of professionals who havegathered 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 notonly physical access but access to the same tools, services, organizations and facilities whichwe all pay for. 2. OUR SOLUTION2.1 The ProductSpecial free-application ‘Better Place’ for smartphones and tablets (iOS, Android and WindowsPhone). Whenever you see/watch/hear anything that can prevent a disabled person fromimplementing his possibilities – you match this problem on the app and it is sent to the Office forthe 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 1
  2. 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 encouragesparticipation by giving extra web-traffic equal to the traffic the velcom-user spent surfing withinthe application. This symbolizes the approach: “The kind things you do return to you”! 3. AGENCY CHALLENGE3.1 Job To Be DoneDevelop a communication strategy for the promotional launch of the new product for the targetgroup.Campaign Objective:To launch the product and drive support to the Office for the rights of persons with disabilitiesvia application usage and donations from the balance.3.2 Target AudienceCity 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 ChallengeRebuild the understanding of a person with a disability being not an outcast but someone equalto those without disabilities.3.5 GuidelinesCampaign 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 OOH (bus-stops, underground)- Internet (context ads, banners - The Office site etc.) -Official velcom channel- Mobile ads- Hospitals, malls (flyers with QR- code, LCD-media) -Official Office pageCampaign budget: $350 0003.6 Timeline1. Creative concept and communication strategy ready and approved 1 April2. Visual identity including key visual 15 April3. Full media mix ready and approved 22 April4. Start of campaign + product launch + PR-event with the Office representatives 5 May5. Decline activity to a medium support campaign (earned, owned media channels) 1 August6. Decline activity to a small support campaign (links on flyers, posters etc) 1 December3.7 Measure of SuccessApplication downloads – 5% of velcom clients with smartphones or tablets (50 000 downloads) 2