#MakeTheChangeHappen

ADVERTISING - Press (Press Advertising - Series)

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MP4 2m:00s

Entry Title:	#MakeTheChangeHappen
Brand:	The Telegraph
Client:	ABP Pvt. Ltd.
Entrant Company:	ABP Pvt. Ltd
Title:	Campaign Story
Title:	Press Ad 1
Title:	Press Ad 2
Title:	Press Ad 3
Title:	Response Ad
Description:	CMYK–Cyan, Magenta, Yellow and Black dots appear at the bottom panel, outside the printing section of newspapers. It is the most overlooked portion of newspapers. Which is why it was the most suited place to turn the CMYK colour dots into rainbow colour dots in support of the LGBTQ community, printed at the bottom of the newspaper with the message – the most ignored section in society.The printing of the rainbow dots, draw a parallel to the fact that we not only overlook this bottom section of the newspaper but also overlook the LGBTQ community. A rainbow colour QR code next to the dots, connected readers to the video link on social media and micro-site to hear the experiences of prominent members from the LGBTQ community who have faced discrimination.It aimed to create a change in social behaviour by accepting more people and talents from the LGBTQ community. Results Print:Reach of 1.6 million through The Telegraph of the ABP Group. Radio:Reach of 3.7 million through 91.9 Friends Fm. Digital:Reach of over 15 million on social media platforms \|31 thousand impressions on microsite \|0.55 million visitors visited t2ONLINE during the entire campaign period from June 23’ to March 23
Company Credits:	The Telegraph
Company Credits:	VML