#FRANCEACCESSIBLE

Short List
ClientFRANCE HANDICAP APF
Category B05. Use of Print / Outdoor
Title#FRANCEACCESSIBLE
Product/ServiceHandicap accessibility
Entrant APF FRANCE HANDICAP Paris, FRANCE
Idea Creation BRAND STATION Paris, FRANCE
Media Placement BRAND STATION Paris, FRANCE
Credits
Name Company Position
Loic Chauveau Brand Station Chief Creative Officer
Damien Guiol Brand Station Creative Director & Art Director
Samy Benama Brand Station Creative Director & Copywriter
Djavid Karmaly Brand Station Copywriter
Louis Wallet Brand Station Motion Designer
Noe Paris Brand Station Motion Designer
Natcha Crea Brand Station New Business Manager
Johanna Varlet Brand Station Account Manager
Fabien Manzano Martinez Brand Station PR Manager
Rémy Guizerix Brand Station Agency Producer
Laetitia Bernard Brand Station Production Manager
Pauline Juliano Brand Station Production Manager
Yohann Curt The Cabs Director
Nicolas Stouff The Cabs Director
Philippe Mineur Circonflex Executive Producer
Xavier Delaporte Brand Station Business Director

Why is this work relevant for Direct?

Because we adressed this major issue concerning the Paris Metro by directly confronting and implicating people who use the public transports and the parisians in general. Eventually, the campaign spread to whole of France.

Background

Annonceur : APF France Handicap is a french non-profit association that assists people with disabilities and helps defend their rights. Situation : With only 9 accessible metro stations out of 303, the Paris metro is the least accessible one in the world for people with reduced mobility. Briefs and objectives : How can we raise awareness around the association & help it defend the rights of people with disabilities during World Mobility Day ?

Describe the creative idea (30% of vote)

During World Mobility Day, hundreds of volunteers & people with disabilities participated in an illegal stunt operation which took place in the 293 non-accessible metro stations in Paris. The classical metro map was covered with a new metro map that exclusively showed Line 14 : the only accessible line to people with disabilities.

Describe the strategy (20% of vote)

We conducted a series of research to identify the accessibility level of each parisian metro station. We came to the conclusion that only 9 stations out of 303 can be accessed by all people. We identified a few targets : first of all, the general public (70 million french people, especially all parisians), especially those with influence on social networks. Second of all, the journalists & the media. And finally, those who have the power to change things : the politicians. We managed to catch the attention of the mayor of Paris, Anne Hidalgo, and of the french president Emmanuel Macron. We found that the best way to get people’s attention and create awareness around the campaign was to target a strong symbol known to all french people : the Paris Metro plan. We hijacked this symbol, and made it so that it would be visible to all people.

Describe the execution (20% of vote)

Media channels and integration : the current metro maps located at the entrance and inside Paris metro stations. Implementation : We redesigned the Paris metro map so that it would only show Line 14. We then printed the maps in real size using self adhesive paper. Scale : We stuck these new maps on top of the classical metro maps in the 293 non-accessible metro stations in Paris. Timeline : This covering stunt took place on World Mobility Day, on the 26th of September 2018, and was talked about in the medias & politics for 3 months.

List the results (30% of vote)

- 590 million global impressions - 6,5 million in earned media - 0 media investments - Hundreds of articles in the media - Caught the attention of the politicians : Mayor of Paris Anne Hidalgo sent an official letter to the organisation in charge of the Paris Metro, to take concrete measures to make the metro more accessible to all. Emmanuel Macron recently announced that 60% of the metro network would be accessible to all by 2024, in time for the Olympic / Paralympic Games.