Title	YOUR AD ON MY PROSTHESIS
Brand	CAP48
Product/Service	CAP48
Category	B02. Pro-Bono led Education & Awareness
Entrant	AIR PARTNER OF McCANN Brussels, BELGIUM
Idea Creation	AIR PARTNER OF McCANN Brussels, BELGIUM
PR	WHYTE CORPORATE AFFAIRS Brussels, BELGIUM

Name	Company	Position
Eric Hollander	Air Partner of McCann	Executive Creative Director
Dieter De Ridder	Air Partner of McCann	Creative Director
Joeri Van Den Broeck	Air Partner of McCann	Creative Director
Morgane Choppinet	Air Partner of McCann	Creative
Toon Vanpoucke	Air Partner of McCann	Creative
Dieter Riemaeker	Air Partner of McCann	Strategy Director
Melissa Fastenaekels	Air Partner of McCann	Account Manager
Clara Climent	Air Partner of McCann	Graphic Designer
Tuyen Pham	Air Partner of McCann	Agency Producer
Jeroen Willekens	Geronimo	Film Director

The Campaign

Thierry is a guy from Brussels who wears an arm prosthesis. He dominated the media with a remarkable business proposal. He noticed he gets a lot of stares at his disability. So he wanted to benefit from all the views by renting his prosthesis to businesses as a new advertising medium. If people were interested, they could contact him by mail. After a while Thierry revealed in prime time news that his idea was in fact a stunt for the new campaign of CAP48. A Belgian organisation that fights for a better integration of people with a handicap. They wanted to show that for people with a disability, it is not always pleasant to only be looked at as disabled.

Creative Execution

Thierry shared a Facebook post on an active Facebook group of his community, where he proposed his idea to the public with a mail address people could contact. His post was quickly picked up by the local media and the bigger media’s quickly followed. After only two days he became hot topic in prime time news, several radio stations, newspapers and blogs.

It became the most talked about campaign ever. CAP48 never got so much media attention in their 60 years existence. Our fake news had a real impact as we reached 81% of the population with the message to stop the staring and start looking at the personality, instead of just the disability.

By using only earned-media, we wanted to open a public dialogue and change the perception we have as a society on people with a disability. The way people with a handicap are perceived by others is often their biggest barrier for integration. By making people aware of their unconscious behaviour on the way they see (and judge) people with disabilities we’ve wanted to invite people to reflect on the problem and start the debate.

We “invented” a new advertising medium to make a statement. By working together with Thierry, everyone went along with his story. After only two days he became hot topic in prime time news, several radio stations, newspapers and blogs. The public loved his idea. And it opened a lot of discussions. But after a while, Thierry revealed in prime time news that his idea was in fact a stunt for the new campaign of CAP48. A Belgian organisation that fights for a better integration of people with a handicap. They wanted to show that for people with a disability, it is not always pleasant to only be looked at as disabled. Don’t just look at the disability, look at the personality.