Cannes Lions
AIR , Brussels / CAP48 / 2016
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Description
We designed a unique school bell. But instead of the typical bell sound, we recorded personal messages from disabled children to the Minister. The special bell was programmed to play these personal messages automatically every time a school bell rang somewhere in a Belgian school: 8:30 & 10:30 am and 12:30 & 2:30 pm. Then, at a press conference, the children offered the new bell to Joëlle Milquet, the Belgian Minister of Education. So next time a school bell will ring somewhere in the country, she will think of our demand.
Execution
The unique School bell was specially designed for the Minister. At a press conference, the children offered the unique school bell to Joëlle Milquet, the Belgian Minister of Education.
Outcome
Instantly after the Minister heard the first message coming out of the special bell she said: ‘Now I know my priorities’. And it isn’t finished yet. The special bell is programmed to play another message of a child with a handicap for the Minister, every time a school bell rings somewhere in the country. Shortly after the campaign, the Minister announced that, apart from 6 schools that were already in planning, an additional 8 schools would be adapted, with more to come.
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