#share4sense

#SHARE4SENSE

OBSTACLE: Low public awareness amongst young people of Sense International and deafblindness

OBJECTIVE: Introduce young people to Sense International and deafblindness

OBSTACLE: Misconception that only large donations make a difference

OBJECTIVE: Encourage micro-donations any income can afford

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HOW DO WE MAKE SENSE?

COMMUNICATION STRATEGY

Help young people with full sensory use gain appreciation of their senses without stigmatizing the deafblind community

♪ Music is an extension of the personality of the listener

♪ It can be a vehicle for social change – or just a fun outlet

♪ Technology has created a global catalogue and bridged international connections

FINDING A COMMON SENSE…

…BY TURNING PASSION INTO POWERSource: The Psychological Functions of Music

Listening, PMC US National Library of Medicine, August 2013

♪ Fans turn to music videos for visual and audio self-expression

♪ Music videos can both inspire and entertain

♪ With new connectivity, each video has the potential to go viral

MUSIC HAS BECOME A MULTI-SENSORY EXPERIENCE

57.1B 280MMNumber of Online Music

Video Impressions in 2013

Number of Streams of Gangnam Style in

2013

Source: Behind The Music (Video): How Important Are Videos To Both Artists And Brands?, Nielsen, April 22, 2014

This content is locked To view it you need to #Share4SenseWould you like to:

Share with 5 friends Donate £2 to Sense

International

#SHARE4SENSE

♪ Partnership with major labels

♪ New music videos will be released with blurred imagery and muted audio

♪ Viewers have two options to unlock the content Share with 5 friends Donate £2 to Sense International

♪ The full music video plays with a :15 message from Sense International

Labels and

Artists

Provide content and announce the release

Music Video

Distributers

Announce and distribute the videos

Music Fans

Socially share or donate

IT JUST MAKES SENSE

♪ Awareness Video views and brand study

♪ Social Sharing Facebook and Twitter engagement

metrics

♪ Donations Monetary donations via Sense

International’s website

A SENSE OF SUCCESS

OBSTACLE: Sense International and deafblindness currently have low awareness and few donations amongst young people

TARGET INSIGHT: Music is one of our target’s primary vehicles for self-expression, social change, and international connectivity

MEDIA INSIGHT: Music videos, specifically, provide a multi-sensory experience that can be manipulated to teach an appreciation of the senses

CAMPAIGN:

♪ Sense International will partner with major labels through the #Share4Sense campaign to release locked music videos with a limited audio-visual experience

♪ Young people will have the option to share socially or micro-donate to unlock the full audio-visual experience

♪ #Share4Sense will leverage existing distribution channels and the virality of music videos to organically achieve mass exposure

#SHARE4SENSE OVERVIEW