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1. TALK TO THEM
CANNES YOUNG LIONS PRESENTATION 2016

2. INSIGHT
We rarely pay attention to those, who live with disabilities.
It’s easier to ignore them.
Many people think, the only way to interact with them is
giving help. However, they want to be treated just like
everybody else.
THEY WANT US TO PAY ATTENTION INSTEAD OF BEING
IGNORANT.

3. TELEKOM’S ROLE
Telekom took the first step to pay attention to visually-
impaired people by making its website accessible and
creating a special, customised offer.
IT’S A GOOD EXAMPLE TO FOLLOW.
CHALLENGE
Inspire people to follow Telekom’s example and
popularise the new website + offer at the same time.
Encourage people to forward Telekom’s message to those
who really need to receive it.

4. SOLUTION
Print AD with covered parts.
The readable message is targeting
ordinary newspaper readers. It
conveys the image part of the
campaign.
TELEKOM HAS ALREADY ACTED.
The missing parts are covered with
Braille stickers and they target
visually-impaired people. It conveys
the hard sales part of the campaign.
ACCESSIBLE WEBSITE +
CUSTOMIZED OFFER

5. AFTER PULLING OFF…

6. Readers have two options:
Interact with visually impaired people to decode and read the
message together
Pull the stickers off to reveal the missing parts. In this case, they will
face a CTA message that again, helps Telekom to spread the word.

7. THANKS FOR YOUR ATTENTION
Lisszabon