Cannes Lions

DISABILITY AWARENESS

AIR BRUSSELS, Brussels / CAP48 / 2011

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Overview

Entries

Credits

Overview

Description

Cap 48 is a Belgian charity that supports the disabled.It finances projects, but also aims to integrate disabled people into society.Like any other charity, Cap 48 is in desperate need of donations.In 2010, Cap 48 gave itself an additional challenge. They wanted people to not only give money, but also change their perception of the disabled. See the person, not the disability.Tanja is a real person with a lot of qualities, she is not only beautiful and sexy, she became Cap48’s energy and carries the words of Cap48.- Tanja gave over 60 interviews live on radio, prime-time TV shows and news programs all over the world.- Within 48 hours, Tanja’s Facebook page was saturated with friend requests.- Cap 48’s fundraising aim was rapidly achieved… and ended up beating every record: 4,056,311 of euros.- The number of volunteers increased by 20%- The 31st of December, she was voted 2nd runner-up Belgian Personality of the Year.The campaign not only gave the Belgian population an opportunity to show a touching support by donating; it also changed the view of the entire world on Tanja – and as such, all disabled people.

Execution

1994: For a famous Wonderbra ad, Eva asks the whole world to look her in the eyes… she said the eyes.2010: Tanja, a real person, a disabled person asks the Belgian people to look her in the eyes … she said the eyes.With one ad and Tanja, Cap48 energy, we showed the audience that there are fantastic people behind the handicap.As Tanja used to say: "People often think that handicapped people don't have a personality, that they are strange people, they have to see I'm a woman above all and that I can be beautiful and sexy, and the handicap is secondary."The Belgians, the Europeans and even the rest of the world all responded in a tremendously positive manner to Tanja’s appeal by giving a fantastic support to Cap 48. (see results below)Cap 48’s campaign objectives were rapidly achieved… and beat our hopes.

Outcome

- The Belgians, the Europeans and even the rest of the world responded in a tremendously positive manner to Tanja’s appeal by giving a fantastic support to Cap 48.- Tanja became the subject of hundreds of news articles, featuring in the world’s leading newspapers and women’s magazines.- The web immediately got hold of the story as thousands of bloggers and websites started spreading Cap 48’s campaign.- Within 48 hours, Tanja’s Facebook page was saturated with friend requests.- She gave over 60 interviews live on radio, prime-time TV shows and news programs all over the world.- The 31st of December, she was voted Belgian Personality of the Year.- Cap 48’s fundraising aim ended up beating every record: 4,056,311 of euros- The number of voluntaries increased of 20%.- The campaign gave an opportunity to show a touching support by donating; it also changed the view of the entire world on Tanja – and as such, all disabled people.

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