Why is it that the majority of disabled people old enough to be in a relationship remain single?

On the 21st of March, first day of the season of love, CAP48, the association for the integration of disabled people, in partnership with rendez-vous.be, Belgium's leading dating website, incorporated the profiles of Marc, Isabelle, Antoine and Sandrine onto the website...

Within a few days, 5000 people had been seduced and clicked on the portraits.

But when they discovered that these people were actually disabled, two thirds immediately shut their profiles.

That's when we hit them with our awareness message. We put them on the spot... Live.

And you, would you have managed to see beyond the disability?

You couldn't dream of a better media placement.

We wanted to raise awareness about the last taboo surrounding the integration of disabled people into society: their love life.

Targetting people at the moment they're looking for love was ideal.

So, by placing the profiles of disabled people within search results on a dating website, we were testing people live. And them not responding in the most positive way was unfortunate but expected - a real opportunity to communicate our awareness message...

Within a few days, 5000 members of the dating website had clicked on the profiles we had integrated into the search results. Over two thirds didn't want to find out more when they found out the person was actually disabled - and were shown our awareness message.

The others were shown a congratulating message that raised awareness too.

It got some inital PR coverage in different media such as radio and online.

But the second phase of our communication (social media seeding and PR coverage) has yet to be implemented.