Download - #share4sense
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#SHARE4SENSE
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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
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♪ 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
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♪ 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
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This content is locked To view it you need to #Share4SenseWould you like to:
Share with 5 friends Donate £2 to Sense
International
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#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
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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
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♪ 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
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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