Connectability Challenge Campaign
AT&T and the NYU Ability Project sponsored a contest for mobile developers to create mobile applications that would make a positive impact for the ability challenged community.
We were brought on board to promote the contest through a series of video stories centered around some very inspirational makers, doers and thought leaders who happened to have disabilities.
We wrote a creative brief that hinged on two central themes – People are more inclined to help those who help themselves, and developers need inspiration and direction to create effectively.
We presented our subjects as accomplished, engaged and proactive humans first, and introduced their disability mostly as a verification of their thought starter suggestions on the types of application functions that they would like to see developed.
We narrowcasted our video campaign to the mobile app developer community and the contest engagement exceeded target goals by over 500%.