Title	YOUR AD ON MY PROSTHESIS
Brand	CAP48
Product/Service	CAP48
Category	A09. Charities & Non-profit
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.

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.

The Situation

This campaign was only based on earned media. We’ve started the campaign by an intriguing statement generating press coverage. By confronting people with their own behaviour, through a provocative stunt, we wanted to open a public dialogue and change the perception of the public.

The Strategy

People with a disability don’t pass by unnoticed. People are starring and often the only thing you will notice is his or her disability. This starring really hurts and bothers as it’s like they were restricted to their disability. We’ve used the fact that people simply stare when they see something that is different in order to get our message across. Because they may look different at first glance but we all need to recognize that the person you are staring at is first and foremost, a person. As such, they are defined by qualities greater than their physical difference, no matter how different they may appear. Therefore we wanted to tell the story of Thierry, who’s much more than “just a guy without an arm”.