1. Channel 4 wanted to support the launch of #Wethe15 a campaign aimed at increasing awareness that people with disabilities make up 15% of the population.
2. C4 created a #WeThe15 on-air ident with an overlayed purple filter that covered 15% of the screen.
3. following that there were a lot of social media posts and announcements
4. To fuel conversations on disability, they also re-surfaced the We Don’t Disability collection putting it on the homepage and driving a 2,000% spike in visits to the collection compared to the previous day.
5. after about a month c4 aired the we the 15 campaign
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