Joining the dots
Many people are confused by what learning disabilities are. They don’t understand the nature and scope of learning disabilities, and tend to view people who they do recognise as having learning disabilities solely through that prism.
Our client, Langdon, is a charity that supports people in the Jewish community with learning disabilities. Langdon is a small charity, and learning disabilities have been somewhat marginalised as an issue. Since Langdon was entering its 25th Anniversary year, we thought this was an important opportunity to raise the salience of both the issue and the charity.
We recommended they commission research by the Institute of Jewish Policy Research (JPR) to make a credible estimate of the scale of the issue in the Jewish community. This revealed a total estimated figure of 23,171, much higher than most people would have guessed.
We have created a year-long campaign which sets out to engage the community to understand learning disabilities, the people who have them and Langdon’s work in empowering them to independence.
Using the device of the dot-to-dot picture, we dramatise the sketchy nature of most people’s understanding, and encourage them to look more deeply. We are expressing this in a number of different channels – press advertising, videos, a print magazine, website, emails and social media.
We also created a highly innovative device to promote their 25th Anniversary Dinner – a mailer which when opened plays a short video. This has already garnered enormous attention and generated a lot of acceptances for the event. We have more exciting plans for this campaign – watch this space…