Title	A SCHOOL BELL FOR THE MINISTER
Brand	CAP 48
Product/Service	HANDICAP
Category	A03. Public Affairs & Lobbying
Entrant Company	AIR PARTNER OF McCANN Brussels, BELGIUM
Advertising Agency	AIR PARTNER OF McCANN Brussels, BELGIUM

Name	Company	Position
Eric Hollander	Air Brussels	Executive Creative Director
Dieter De Ridder/Joeri Van Den Broeck	Air Brussels	Creative Directors
Ramin Afshar	Air Brussels	Creative
Daphné De Le Vingne	Air Brussels	Account Manager
Bérengère Lurquin	Air Brussels	Agency Producer
Edouard Valette	Air Brussels	Film Director
Dries Verbruggen	Studio Unfold	Designer
Bénédicte Duval	Cap48	Communication Manager

The Campaign

CAP48 is a non-profit organisation that fights to improve the integration of disabled persons into society. For most Belgian children, primary school starts on the first of September. But for a huge number of disabled children, this isn’t the case. Most normal schools aren’t adapted to their handicaps; and these children would greatly benefit from growing up amongst their non-handicapped friends in typical schools. A problem only the Minister of Education can solve. Cap48 wanted these children to be heard. So we designed a unique school bell. But instead of the typical bell sound, we recorded personal messages from disabled children to the Minister. The special bell was programmed to play these personal messages automatically every time a school bell rang somewhere in a Belgian school: 8:30 & 10:30 am and 12:30 & 2:30 pm. Then, at a press conference, the children offered the new bell to Joëlle Milquet, the Belgian Minister of Education. So next time a school bell will ring somewhere in the country, she will think of our demand.

The Brief

Convince the Minister of Education to put more money into the adaptation of normal schools for disabled children.

Execution

The unique School bell was specially designed for the Minister. At a press conference, the children offered the unique school bell to Joëlle Milquet, the Belgian Minister of Education.

Output/Awareness Instantly after the Minister heard the message coming out of the bell she said: ‘Now I know my priorities’. The bell is programmed to play a message of a disabled child for the Minister, every time a school bell rings somewhere in the country. Knowledge/Consideration We had a very limited budget so we decided to lobby. But not in the traditional way, we created a unique school bell that repeats a personal message of disabled children every time a school bell rings somewhere in the country. And then, during a press conference we offered it to the Belgian Minister of Education, Joëlle Milquet. Action/business Impact Our creative lobby-technique worked. Shortly after the campaign, the Minister announced that, apart from 6 schools that were already in planning, an additional 8 schools would be adapted, with more to come.

The Strategy

A lot of NGO’s are screaming for attention in our country. We had a very limited budget so we decided to create an idea targeting only the Belgian Minister of Education with a clear and emotional call to action: invest more money in the adaptation of schools to children with a handicap.