IAPI Cannes Young Lions Competition 2017 Social Media shortlisted entry by Jordan Lillis and Alison Cody

1. Alison Cody & Jordan Lillis
IAPI Cannes Young Lions Ireland Competition Cyber Entry
BREAK DOWN THEIR
BARRIERS

2. CAMPAIGN SUMMARY
Cystic Fibrosis is Ireland’s most common life-threatening inherited disease, yet a
large portion of the general public are still unaware of the many challenges &
barriers people with CF face daily, in order to just live. In order for CF Ireland to
continue bettering the lives of people with the disease, we need to increase
awareness and donations.
75% of people in Ireland have a smartphone. Smartphone apps have
revolutionised lives by breaking down pre-existing barriers between users and
daily healthy human needs such as travel.
Public transport services are absolutely crucial to the smooth running of Irish
daily lives across the board. Recent strike reports prove this (for example, the two
48-hour Luas strikes in February 2016 affected 400,000 trips). Teaming up with
the TFI (Transport For Ireland) on 13th April, 65 Roses Day, will allow us to disrupt
our audience in the midst of their necessary daily journey plan across the Irish
Rail, Luas, Bus Eireann and Dublin Bus apps. We’ll use a simple visual barrier that
will provide them with a message and an option to donate.

3. CREATIVE INSIGHT
Cystic Fibrosis is an ‘invisible’ disease. Healthy people breathe in &
out with little to no effort or conscious thought; people with CF need
to constantly break down barriers of their disease in order to do this.
They overcome obstacles that don’t exist for the rest of us in order to
exist themselves. CF Ireland need to raise awareness and funding in
order to help people with CF continue to break down these barriers.
18% of all Irish people admit to accessing the internet every waking
hour of the day; this has been made possible by smartphones.
Smartphones have revolutionised people’s lives by breaking down
pre-existing barriers between users and most daily healthy human
needs – socialising, food and travel.
By creating a barrier between smartphone users and an app that
provides them with a service so incredibly crucial to their daily lives,
we will attempt to inspire an understanding and an action.

4. CREATIVE SOLUTION
Create a simple barrier between commuters and their preferred
TFI travel app throughout April 13th, 65 Roses Day, to highlight the
barriers faced daily by people with CF. Our ‘barrier’ will include a
donation hyper-link that will drive users to their message app.
Donators will be encouraged to share their action via Facebook.

5. HOW WILL IT WORK?
Activated just in time for the morning rush commute on Friday 13th
April, 65 Roses Day, users who open up their TFI app of choice will be
confronted with a ‘barrier’ of purple roses. A message will appear
which will include a hyperlink donation CTA. Users who text to donate
will receive a ‘thank you’ message which will include a hyperlink to
share with friends on Facebook. This will spread awareness and
encourage further donations.

6. HOW WILL IT WORK?
This is annoying isn’t it.
People with Cystic Fibrosis face
barriers worse than this one
everyday,
in order to just live.
Help us break down those barriers.
Text 65 Roses to
50300 to donate €2
to CF Ireland
Button is a hyperlink to message app

7. HOW WILL IT WORK?

8. HOW WILL IT WORK?
As the stunt picks up momentum throughout the day, further
awareness will be achieved through media partners like The
Journal and Lovin.ie, onsite and across their social platforms
Media partner social posts will link back to articles onsite that
will explain the campaign concept and direct people to a CF
Ireland donation page
We will leverage off the TFI’s massive collective Twitter
following (approx. 193K) and use them to help ignite a
conversation

9. HOW WILL IT WORK?

10. SUMMARY
Get the attention of the
public on 65 Roses Day by
creating a ‘barrier’
between them & their TFI
smartphone app that
enables them to fulfil a
necessary everyday need
Ask people to donate
Increase awareness
and donations to
Cystic Fibrosis Ireland
Ignite a widespread
conversation across social
platforms and various
media sites

11. THANK YOU