Challenges of life as a spinal cord injured person highlighted in advertising world first which was launched in Manchester on Saturday 16 March.
In a remarkable media first for digital out-of-home (DOOH), people are actively encouraged to fast-forward the advert on Ocean’s full motion city centre Loop network in Manchester.
Filmed from a first person perspective, Donate to Accelerate fully immerses people in how arduous everyday tasks are for thousands of people who are spinal cord injured.
Created by Engine to raise awareness and funds for Spinal Injuries Association (SIA), Donate to Accelerate is one of the winners of Ocean’s annual digital creative competition which pushes the boundaries in DOOH using emerging creative and technical capabilities.
Timed to coincide with Disabled Access Day, the interactive donation poster campaign launches on Saturday, March 16 using Ocean’s Loop network in Manchester, supported by experiential activity.
To ensure complete authenticity, Engine has commissioned films featuring Raquel Siganporia and Andrew Smart, two people (as opposed to actors) who are spinal cord injured.
In the initial Loop full motion sequence, they are seen undertaking everyday tasks, such as making a cup of tea and putting on their shoes. With a spinal cord injury, progress is painfully slow, making for excruciating viewing.
The advert then invites passers-by to accelerate the rehabilitation of Raquel and Andrew by donating £2 to SIA, using an in-built contactless card reader to fast forward the ad.
Without a donation, the agonising struggle continues. When a donation is made the struggle instantly fast-forwards to the moment when the task is successfully completed. This visual demonstration shows how, over time and with the support of SIA, people who are spinal cord injured can rebuild their lives.
Engine has built a bespoke tech solution paired with the card reader which allows the advertising content to respond to donations in real time.
The activity is supported on the day by charity ambassadors.
Engine creative director Ross Newton said: “It’s an idea that welcomes participation. The very act of donating is the way that you interact and gives you an immediate understanding of how your donation will benefit people who have sustained a spinal cord injury. It’s not enough to just ask people to help nowadays, you need to show them how they can help. That’s why we created an interactive donation poster rather than a brand messaging poster.”
Nik Hartley OBE, chief executive of Spinal Injuries Association, said. “We hope the interactive advert will help people gain a small insight into the challenges of living with spinal cord injury, and most importantly encourage support to spinal cord injured people by demonstrating how their help makes a life changing difference.”
Helen Haines, Ocean head of marketing, said: “This campaign brilliantly illustrates the support SIA provides, accelerating people’s progress towards independence and making the everyday achievable again. This is the first time we have fast-forwarded a DOOH ad. The whole idea is subtle, clever and imaginative, making it a worthy winner of Ocean’s digital creative competition.”