Title	ONE SMILE IS ENOUGH TO CHANGE OUR WORLD
Brand	EÇADEM
Product/Service	EÇADEM - SUPPORT CENTRE FOR DISABLED CHILDREN AND THEIR FAMILIES
Category	E02. Low Budget Campaign
Entrant	CASTA DIVA GROUP Milan, ITALY
Idea Creation	CASTA DIVA GROUP Milan, ITALY

Name	Company	Position
Kuntay Alpman	Dinamo Istanbul - part of Casta Diva Group Milan	Director of the creative team of Casta Diva Group
Enis Özkul	Dinamo Istanbul - part of Casta Diva Group Milan	Partner Casta Diva Pictures Istanbul
Arda Sengel	Dinamo Istanbul - part of Casta Diva Group Milan	PartnerCasta Diva Pictures Istanbul
Güler Başaran	EÇADEM	Client EÇADEM

The Campaign

The creative idea was to record the spontaneous reactions of the public, usual frequenters of a public park in Istanbul, to a mother’s appeal for people to accept disabled children as normal. Handicapped fourteen-year-old Tufan is accompanied to his playground to join his Down friends by his mother. She has written a letter, which she arranges to have handed to bystanders, asking them not look at disabled children and young adults with sadness in their hearts, but to smile at them. Shooting with hidden cameras, Alpman has created a film that is immensely moving and powerful. The involvement and the reactions of the park people are going in the right direction that the event it was proposed.

The Brief

The entire crew worked voluntarily. No actors but People on the park and families with disabled sons. Have participated also free of celebrities. In this film actress Özga Borak did the voiceover and Burak Ekinil scored the music. The total budget was US $500, $150 of which was spent on seeding on Facebook with with an unpredictable result before online.

Campaign Success

The preparation process for the Eçadem film took three weeks. We shot with hidden cameras and no actors, just recording the spontaneous and natural reactions of the people we observed. The writer-director Kuntay Alpman also directed the now world-renowned ‘Hearing Hands’ Samsung, a video created to introduce a call-centre for the hearing impaired. We made the first EÇADEM film with the co-operation of families with disabled children. Thanks to the enormous dedication and effort of the entire crew, a powerfully emotional film has been produced.

Describe the success of the promotion with both client and consumer including some quantifiable results

It aired, primarily on Facebook, on 3rd December 2015, international day for people with disabilities. It was a news item in the national newspapers Sozcu and Star and on Al Jazeera.The film has been shared on more than 20 blogs and regional news pages on the web. We aimed for at least one million views. However, we got more than 31.8 million on Facebook. 1.2 million people shared the film. 99.7% of feedback was positive. The number of Ecadem volunteers rose 400%. Eçadem’s web traffic rose 2400%.

Explain why the method of promotion was most relevant to the product or service

Having to make known the Association, increase volunteers and raise funds for EÇADEM, NGO Support Centre for Disabled Children and their Families, that takes care of disabled people, and above all wishing change the approach of people towards the disabled, People that is our target, has been involved to create the event to achieve the objectives of the campaign. The project was created to be then shared on social platforms, especially Facebook, with the primary focus on our target audience

Our target group is 25–60-year-olds, from all SES and demographic levels of Turkey. We aimed to change the way people look at children with Down syndrome and learning difficulties, rather than presenting EÇADEM in a didactic and conventional way. As we had a limited media budget, we were obliged to select just one channel to get the highest possible audience ratings for watching and sharing. For this reason we decided on Facebook . The video spread quickly and raised strong awareness throughout Turkey once these families started to share our film by way of their personal social media accounts. The second step was to widen our audience by targeting video-sharing Facebook groups in literature, arts, social responsibility and news, containing members from many different SES levels.