Brand Experience and Activation > Product & Service
JUNG von MATT/LIMMAT, Zurich / PRO INFIRMIS / 2014
Awards:
Overview
Credits
ClientBriefOrObjective
Standards and ideals make it difficult for the disabled to be included in society. Both in private and professional contexts. By asking the question “Because who is perfect?” the non-profit organisation Pro Infirmis is drawing public attention to the fact that disabled people should be part of our society everywhere and in every situation in life.
Implementation
The bodies of 5 disabled people were measured precisely to create polished and lacquered window display dummies. On the International Day of Persons with Disabilities, these deformed mannequins were placed in shop windows in Zurich’s Bahnhofstrasse, one of the world’s most elegant shopping streets. A documentation explained how the dummies were produced, and carried information about Pro Infirmis.
Outcome
The campaign successfully fights against the exclusion of disabled by questioning norms – without any paid media. First in Switzerland, now worldwide: In conjunction with the Bahnhofstrasse shops, which allowed the mannequins to appear for longer than planned, there now are several requests (e.g. from New York) to arrange the same event.
Short:
15 million Views on Youtube
More than 50,000 likes
More than 40,000 shares
Nearly 5,000 comments
More than 550 news stations and blogs covered the story worldwide
Over 140 million Earned Media Contact Range
A local event is becoming a global movement.
Relevancy
The deformed mannequins generated a maximum contrast with the conventional standard dimensions of the normal dummies standing next to them.
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