While we didn’t invest a penny in the campaign and while it only happened in Paris, we managed to catch the attention of hundreds of media (national and international) as well as politicians, such as Anne Hidalgo & Emmanuel Macron.
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 (20% 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 PR strategy (30% of vote)
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.
Mobility is a universal right, people with reduced mobility should have an equal access to it like everybody else.
First target the general public (70 million french people, especially all parisians), especially those with influence on social networks. Second target, the journalists & the media. And lastly, 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 redesigned the Paris metro map so that it would only show Line 14, printed it and stuck it on top of the classical metro maps in the 293 non-accessible metro stations in Paris.
We also handed out 10 000 leaflets containing our map to people.
Describe the PR execution (20% of vote)
Implementation of the PR : During World Mobility Day, we organized an illegal stunt operation during which we covered the classical metro map with a new metro map that exclusively showed Line 14 : the only accessible line to people with disabilities. A protest was also organized, & mobilized hundreds of disabled people, journalists and medias, which relayed our campaign.
Scale : We stuck these new maps on top of the classical metro maps in the 293 non-accessible metro stations in Paris. 10 000 leaflets containing our map were also handed out.
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.