Cause Mareting

Background

I Can Too is a Bulgarian organization founded in 2006 to “assist children with disabilities and to foster their social integration.” This print ad is part of their “Streets Without Boundaries” campaign. If you want to visit the page, there is an English translation, but it may not go there by default. (Look for a British flag in the upper left corner.) If you cannont recognize the flag of Great Britain/The United Kingdom, go directly to Geography class, do not pass go, and do not buy those airline tickets for your European getaway.

Imaging

I Can Too gives an example that is tangible, yet metaphorical, of how hard it can be for those with disabilities to access public spaces. Here we see a playground out of focus in the background, blocked by a steep sidewalk fashioned into a castle.

The message is denied happiness. Playgrounds are a happy place, but those with disabilities all too often have the vision of happiness clouded, as portrayed by the out of focus background.

The organizations logo is bright and simple–possibly created by a child. It’s a very fitting image for such an organization.

Copy

“Sometimes small things can be a huge obstacle” draws attention to the picture and the plight of the disabled, and then the call to action is made asking people to donate to a fund that will help ensure normal access to public space with people with disabilities.

The organization name “I Can Too” was also well-thought-out. It is empowering, emotional, and emphasizes what their goals are.

Thoughts

This piece was well-thought-out and professionally executed. My initial reaction is overwhelmingly positive.

This piece presents the problem well, but could use some additional information regarding the solution.

Some questions I thought of while viewing this ad…

What does normal access look like? We can see here that the steep sidewalk is in the way, but that is not the only problem. The playground also seems woefully inaccessible. If the curb is enough of an obstacle that someone cannot get to the playground, they will not likely be able to do much even if they could get there.

Is the call to action here really the focus of the ad? Is this an “awareness” piece or a fundraising effort? It certainly creates awareness, but the appeal of donating an unspecified amount with unspecified results for unspecified people to a fund is perhaps not the most motivational way to solicit funds.

I might suggest personalizing the ad a bit more. Expand on that theme of denied happiness and put a human face on it. Abstract concepts are much easier to reject or not care about than humanized ones. Also, let donors know what their donation of various sizes can do. If they knew that a specific amount of money would install an accessible curb or playground equipment, they may be more likely to donate.