| Why do you need AdAids help? | Lack of resources to do it ourselves at this stage. The disabled community is poor and we are a newly-established community-led venture. |
| What is the issue or problem your organisation responds to and who does it affect? | The Point Network fosters better understanding about disability, along with collaborative projects to create social change and remove barriers to contribution.
Popular myths and misconceptions about disability mean that well-intentioned but poorly-informed public attitudes are one of the major problems that disabled people and their families report. Negative perceptions hold disabled people back from contributing fully to our society and economy. The most recent census figures show that one in five New Zealanders are disabled in some way (that’s over 750,000 of us), so the impact is great.
Existing marketing about disability is designed only to support fundraising efforts by charitable service providers, and so stories are usually about tragedy, victimhood, dependency or of plucky little battlers "overcoming" some personal ailment. It's a shockingly outdated way of understanding disability and it's getting in the way. We want disabled people seen as contributors who face preventable barriers which it is in all our interests to remove. |
| How could an advertising campaign help? What is the single biggest objective? | Our key objective is widespread attitude change, and we want to position The Point Network as a leading source of credible infomation and discussion about disability. The most accessible and cost-effective way of influencing change in public attitudes is social marketing delivered through mass media like television. One campaign obviously won’t eliminate the problem but challenging even a few misconceptions will improve the public attitudes that disabled people encounter every day.
Because of our concerns about how a charitable approach positions disabled people in the minds of the public, we will not be using this campaign to raise funds. A successful campaign should in any case increase pressure on government to properly fund follow-up campaigns in line with its stated commitment in Objective One of the official New Zealand Disability Strategy. Target is all Public, including disabled people (to whom the campaign must seem respectful and credible). |
| Who is your target audience for a campaign? | Public |
| If you need a campaign that requires a direct response for the public what resources do you have to manage this? | No direct response sought - attitude change only. Our website (currently being constructed) will be the only channel promoted for further info unless partners can resource other channels. Serving capacity will be beefed up and any other precautions taken. |
| How will you be able to measure the results? | Will direct public to specific landing page on website so can track overall response rate. Anecdotal reporting will add qualitative reporting which is probably the most significant measure - whether disabled people notice any change. May also be able to get partners to run some accompanying market research but not confirmed. Can draw on detailed research and analysis from the Like Minds Like Mine campaigns. |
| Do you wish this campaign to work nationally or in a local region only? | Nationally |
| What timing challenges does this campaign present if any? | Freeing our own time to contribute at outset, and tying in with other initiatives including preferred launch at an upcoming national disability conference (completion therefore desired by end of September 2006 even if placement not until 2007). |
| Do you have any previous campaigns created for you by an advertising or design agency? When and which agency? | False. When: n/a. Which agency n/a |
