Winners & Shortlists

LETTER TO THE BLIND GOVERNMENT

Short List
TitleLETTER TO THE BLIND GOVERNMENT
BrandNATIONAL ASSEMBLY OF DISABLED PEOPLE OF UKRAINE (NAPDU)
Product/ServiceBRAILLE CHILDREN'S BOOKS
Category A03. PUBLIC AFFAIRS & LOBBYING
Entrant Company TALAN GROUP Kiev, UKRAINE
Advertising Agency TALAN GROUP Kiev, UKRAINE
PR Agency PLEON TALAN Kiev, UKRAINE
Credits
Name Company Position
Irina Novikova Talan Group Chief Executive Officer
Maksim Boritko Talan Group Creative Director
Marina Yermakova Pleon Talan Account Manager
Pavel Khaylo Pleon Talan Copywriter
Evgeny Posokhov Talan Group Designer
Svetlana Dolinskaya Talan Group Copywriter
Anna Yarmochenko Pleon Talan Account Executive

The Campaign

The last children's book in Braille type was published in Ukraine 23 years ago. Schools for blind have only 15% of necessary books. The government does not see any problem with this. The PR campaign, we launched in search of partners, was joined by large publishing houses, banks and lots of common people who were willing to help just the same. And when the problem became seeable on a national scale, we informed the public officials that they were the only ones who failed to see it -- we sent a letter to our blind government. It was official letter in Braille type. These days, all of the 230 specialized establishments for blind children in Ukraine have a complete stock of all necessary books.

The Brief

Each year the National Assembly of Disabled People of Ukraine (NAPDU) applies to the Government to finance the production of school books in Braille. Each year, officials say only blahblahblah, but then do not do anything. Our goal was to get a real funding from the government - to force officials to move from words to deeds.

Results

Awareness. We have received extensive coverage in the media on the problem. 197 news reports in media free of charge, 4 000 000 000 overall impressions via all channels of communications including free print ad campaign in media of 50 publishing houses on the basis of partnership Business impact. Due to the high coverage of the campaign, we have received official response letter from the Government and the Ministry of Education has allocated 350,000 euros for adaptation and printing of textbooks in Braille. The charity campaign additionally collected more than 30 000 euros.

Execution

Step 1. In 2013 we created a charitable fund-raising project under the aegis of the Ukrainian Association of Publishers. The PR campaign was launched in search of partners and was joined by large publishing houses, banks and lots of common people who were willing to help just the same. Step 2. When the problem became seeable on a national scale, we informed the public officials that they were the only ones who failed to see it – we sent a letter to our blind government. It was official letter in Braille type. The letter was sent immediately after the press conference where it was presented by the President of NAPDU: "I do hope that president will notice the problem and give all the necessary instructions to provide funds in addition to money which we collected by ordinary people trying to compensate government's failure to see a child who can't see"

The Situation

The last children's book in Braille type was published in Ukraine 23 years ago, in the times of the USSR. Schools for blind have only 15% of necessary books. And they are in bad condition. The government does not see any problem with this.

The Strategy

Step 1. Increase public awareness about the existing problem of lack of school books for blind children. Step 2. Appeal to the government at the time of the greatest public attention to the problem. So, this time it will be harder to ignore the problem.