Connected Smiles

Preserving social contact

The Digital Inclusion Foundation is the non-profit organisation created by aSmartWorld.

The purpose of this initiative is to bridge the digital divide in Belgium. Their principle is simple: distribute free refurbished smartphones & tablets to local associations and people in need.

The covid-19 crisis and lockdown highlighted how painful and critical it was for families to be separated from their elders. Consequently, they organised a first campaign in April 2020 to provide hundreds of smartphones to retirement homes.

The outcome was happier families with a preserved social contact.

Getting creative and impactful

For the second lockdown (November 2020) they wanted to launch a new campaign but with a higher reach. They had a double objective : enticing more companies to give away old smartphones and reach elders and students in need of a tablet.

We came up with the proposition of the Connected Smiles campaign.

We wanted to convey a clear and concise message both verbally and visually. We used our current situation (mandatory masks everywhere) and put the emphasis on something everyone is experiencing: “the need to smile again”.

The Connected Smiles campaign

During two intense weeks, we prepared the campaign hand in hand with the client (messages, visuals, press kit and videos) to make it a success.

The campaign was launched simultaneously on Facebook, Instagram and Linked In with a differentiated approach. We prepared a mix of videos including the partners of the campaign (Croix-Rouge de Belgique and Solidaris) and worked closely with the foundation for the implementation of the campaign.

As a striking result, the campaign was not only relayed by different corporates on their media, but it also gained wide press coverage (interview of CEO and press articles).

The campaign does not stop there as it is now becoming a structural communication for the Foundation.

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