Bekol / Organization of Heard of Hearing People: The Bubble Project
Bekol is an organization that works to improve the quality of life of the hard-of-hearing. The main challenge that the organization faces is denial - the barrier of shame that causes 10% of the population to live in a bubble. Most high-rating television programs in Israel are broadcast with sign-language for the hard of hearing. To get our message across- draw an entire community out of its bubble, we collaborated with Israel's leading channels to create news items dealing with deafness, the challenges faced by the hard-of-hearing, and some of the new solutions available. In the middle of the broadcast, we simply flipped the viewers' perspective.
Advertising Agency: BBR Saatchi & Saatchi Tel Aviv, Isreal
Chief creative officer: Yoram Levi
Creative Directors: Ben Sever, Nadav Presman
Art Director: Eranir
Copywriter: Tomer Gidron
Account director: Yael Ron
Account: supervisor Maya Salomon
Account executive: Inbal Rov
Agency Producer: Dorit Gvilli
Published: October 2009
5 Comments
1 day resonance. 300%? were there previous campaigns? Measurables are so shady in business.
i like the commentary : "we became the most talked about campaing...THAT DAY" what does 300% increase mean? i admit i do like the twist. it is something new, but still, there were some money involved...u ran the campaing on one tv station? or on several? we could hardly convince a tv station to run this free if they didn't get exclusivity...so they can benefit somehow.
well...hope the hard of hearing people of israel can get out of the closet. bubble.
"U think it's perfect?! Press delete and start again!"
gr8 campaign 4 a gr8 cause!
Switching the "bubble" is a great idea, but it doesn't get at the "bubble of shame" concept referenced in the setup.
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"I love some things, and don't love some other things."
I'm sure the message was spread. The alarming statistics of hearing problems were acknowledged by the population. Nice twist in the message communication technique. The impact would have been stronger if supported by other media. A slogan is missing in my opinion.
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