The Deaf-Blind Support Foundation “Con-nection” (“So-edinenie”) - "So ed case" by PHNX Awards 2020
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| Titel | So ed case |
| Kampagne | Online-game about living by touch |
| Marke | The Deaf-Blind Support Foundation “Con-nection” (“So-edinenie”) |
| Datum der ersten Ausstrahlung/Veröffentlichung | 2020 / 6 |
| Produkt | The Deaf-Blind Support Foundation “Con-nection” (“So-edinenie”) |
| Story | The concept was centered around creating the first educational online-game about living by touch in the world. We made it possible for users to “see” and “hear” the world as a deaf-blind person through an innovative digital solution. We created an online and a mobile version of the game, which was created with the help of special video filters and audio effects. The video filters are unique because we created them based on medical descriptions of eye diseases involving beneficiaries of the fund. The audio effects, designed to convey the touch sensations of deaf-blind people, are revolutionary because we were the first to use ASMR. In 2019 we used the following tools of the digital-campaign: OLV, an online game, integration of the game into social media (VKontakte), AR-masks, a SMM challenge. Project has phases: 1. Promotion of a New Year’s eve video that announced the game. In this video the viewer could experience the life of a deaf-blind person with acquired deafblindness. 2. Online-game launch: The game has 5 levels. The player answers the question (What is in front of you?), choosing one of the given answers. With every level the deafblindness is getting worse so the player can ask for help from ophthalmologists and the beneficiaries of the fund. If the player wants to get more points they will have to guess the objects faster and make fewer mistakes. In the end the player can share their result and the link in social media, as well as make a donation to the Foundation “Con-nection” (“So-edinenie”). 3. SMM-activation. On the International Day of Deafblindness the online-game and the AR-masks based on video filters became available in the largest social network in Russia VKontakte. The users tried AR-masks in their highlights with the hashtag #ТакВидятСлепоглухие (ThroughTheEyesofTheDeafblind), to show their friends how people with deafblindness experience the world. 4. Challenge in Vkontakte targeted toward gamers The game sparked the audience’s interest thanks to its indie quality. Leading commentators and analysts of the e-sport studio Ruhub launched a challenge in VKontakte for this game among their followers. The players shared their results via social media. The best players received prizes from the RuHub studio . Results: 1. The New Year’s video reached 1 103 957 views. The average viewer saw the video up to 01:20 out of 01:30. According to targetologists, the average result for a 1:30 video is 33%, which makes the campaign’s result very successful in comparison. 2. Over 86 000 users played the game. 3. The project got a huge media support. There were a total of 149 publications, 90% of which were published in the media, who have never spoken up on the social agenda and news of NGOs. Total OTS (the number of potential views of publications) exceeded 1 500 000 000. 4. In 2019 the sum of donations to The Deaf-Blind Support Foundation “Con-nection” (“So-edinenie”) made on the site increased by 1.5 times compared to 2018 (1.226 million rubles) and amounted to 1.777 million (+561 thousand rubles). The fund did not carry out any other digital promotions around this time, which means that the donations through the site increased specifically because of the launch of the online game. Currently, a new version of the online game 2.0 is being developed, which includes the ability to sense the smell by using digital technologies. |
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