The Challenge: Ad Council and Understood.org were looking to develop an activation that brought awareness to Learning Disabilities, Dyslexia and ADHD awareness month in conjunction with their #BeUnderstood campaign.
The Execution: The Understood activation developed into a one-day pop-up event in Flatiron Plaza in New York City. We had 3 main participation areas and 2 supplemental areas. We invited consumers to try a simulation of learning and attention issues on a touchscreen TV that gave them the opportunity to experience brain-based struggles in reading and writing, firsthand. To highlight how frustrating invisible disabilities can be, we asked consumers to contribute to an art installation which allowed them to visually express how it feels to be misunderstood, using colored pieces of yarn to reflect key emotions. Lastly, we invited them to show their support for the 1 in 5 kids with learning and attention issues, like dyslexia and ADHD, by posting a picture within the footprint using the hashtag, #BeUnderstood, to not only raise awareness, but to help finish the community photo mosaic. Lastly, guests were thanked for their participation with free Understood-branded shirts, fidgets, pens and bags and were invited to linger in our sensory lounge.
The Results: Approximately 800 people interacted with one or more areas of our activation and 2,700 branded goods were distributed. Our social engagement and awareness campaign reached 300,000 impressions.