Blind Foundation
When you think about the behind the scenes crew of a fast-paced news team, you don’t think about people with sight loss. Which made it the perfect place to prove what’s possible when they have the right services behind them.
Blind Foundation
Crew Swap
When you think about the behind the scenes crew of a fast-paced news team, you don’t think about people with sight loss. Which made it the perfect place to prove what’s possible when they have the right services behind them.
The Blind Foundation is New Zealand’s main provider of support, but when people think about them, they just see guide dogs. Their brief was simple; drive mass awareness of their services and how they help those with varying degrees of sight loss live a ‘life without limits’, but had its challenges — low current awareness, a perception issue and a need to reach two audiences (Supporters: 35-55yr children/partners/friends of those in need and Eligible: 65+ potential clients).
All to be achieved on the tight budget of NZD $150,000 for creative, production and media.
Instead of creating a campaign designed to generate PR, we turned to a channel Kiwis use every day — the 6pm news. We pitched an idea direct to journalists from Newshub to swap out members of their crew for Kiwis with low or no vision.
Their job? Take on the roles of Newshub team members and help create the October 29th bulletin where the Crew Swap campaign would be launched, live on air.
It was a money-can’t-buy-piece of media real estate that placed the Blind Foundation and their services not just in the news, but behind it. And putting the Blind Foundation on the national stage, with the campaign reaching almost half of New Zealand.
The Awards
2 x Silver - axis (NZ)
The Stats
2,153,907 unique reach across the campaign
At a cost of $0.032 per unique reach
With $0 invested into the Newshub 6pm broadcast
