CAP48 is a Belgian organisation that fights for the integration of disabled people. In order to achieve this goal, they try to change people’s attitudes towards disabilities. There are some serious consequences to the way we interact with people with a disability. A reoccurring problem for the organisation is the funding of their activities. This year we combined the annual fundraising with an awareness campaign to make people realise that being disabled isn’t fun and games and already grab peoples attention for the annual fundraising moment that followed 2 weeks later.

For CAP48, a Belgian organisation that fights for the integration of disabled people, we launched an awareness campaign to change the perception towards people with a disability. The fact that there is a person behind the person with a disability is often forgotten by many of us. To highlight this message, we took a simple question that is part of everyone’s everyday conversations: ‘How are you?’. They are frequently confronted with another question: ‘How did it happen?’. To change the way people approach this we needed to spread a strong message. That’s why we let Yves, our disabled influencer, do the talking. We launched more than 60 different videos telling more than 60 different stories. On every possible medium: Facebook, Instagram, Twitter, TV, radio, pre-rolls and print ads. Each one of them telling how he got his disability. This surely couldn’t escape people’s curiosity.

This CAP48 campaign was all about content. Yves, our ambassador sitting in a wheelchair, told over more than 60 stories about what happened to him. Every story was scripted in a reoccurring format to captivate our audience. In every possible medium we launched different stories to let people reflect on the question they ask disabled people. We launched more than 60 different videos telling more than 60 different stories. On every possible medium: Facebook, Instagram, Twitter, TV, radio, pre-rolls and print ads. The aim of the campaign was to create awareness and attention to the problem. We started our campaign 2 weeks before the annual fundraising moment, which led to a lot a media attention and resulted in a record amount on the annual benefit night.

In 2 weeks time we launched more than 60 stories on Facebook, Instagram, Twitter, TV, radio, pre-rolls and print ads.

Each one of them telling how Yves got his disability. This surely couldn’t escape people’s curiosity.

There was no escaping his story. Or should we say stories….

On Facebook:

- 559.381 cumulative reach

- 300.628 views

- 1.556 shares

- 5.522 reactions & comments

€ 6.061.130 was raised with a 2-weeks campaign. A new record for a CAP48 fundraising night. But more importantly, people reflected on their own behaviour towards disabled people.