#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