| Title | #FRANCEACCESSIBLE |
| Brand | APF FRANCE HANDICAP |
| Product/Service | NON-PROFIT / CHARITY |
| Category |
C01. Guerrilla Marketing & Stunts |
|
Entrant
|
APF FRANCE HANDICAP Paris, FRANCE
|
|
Idea Creation
|
BRAND STATION Paris, FRANCE
|
Credits
| Damien Guiol |
Brand Station |
Art Director |
| Samy Benama |
Brand Station |
Copy Writer |
| Loic Chauveau |
Brand Station |
CEO, Creation Director |
| Natcha Crea |
Brand Station |
Marketing Director |
| Fabien Manzano |
Brand Station |
PR & Communication Manager |
Why is this work relevant for Brand Experience & Activation ?
We decided to take our campaign directly to the streets, because that is the key message of our operation. Show that Paris is inaccessible to people with disabilities. So the customer journey was in total immersion through this Guerrilla Marketing.
Background
The Paris Metro is the least accessible Metro in the world for people with reduced mobility.
Only 9 stations out of 303 can be accessed by them. To raise awareness on this unacceptable situation, APF Handicap launched the #FranceAccessible campaign.
Describe the creative idea
We create a metro plan showing the only line that's accessible to people with disabilities, displayed in more than 200 metro stations in Paris
Describe the strategy
Our strategy was to go directly to the field to raise awareness among Paris metro users of the inaccessibility it represented for people with disabilities.
Facing this reality, it was easier to deliver our awareness message.
Describe the execution
On september 26th, more than 200 Paris Metro stations were hijacked by hundreds of people with disabilites & members of APF Handicap association. The classical Metro map posted in each station was covered with a new map that only showed Line 14 of the Paris Metro : The only metro line that can be accessed by wheelchair users.
List the results
The media coverage was very strong. We were able to bring several TV news channels (M6, France 3 TV, LCI), radio stations and press journalists to the site.
A powerful media coverage that has been picked up on social networks and that has even had an impact on the political sphere (Paris City Hall) who asked to meet the association to develop the accessibility of the Parisian metro, a real success !