The objective of this campaign was to build awareness and affinity for accessibility. The second objective of this campaign was to show how technology augments humanity, and how cognitive computing allows those with disabilities to do things they may not have been able to do before.
To pursue our objective, we interviewed IBM Fellow and Research Scientist Chieko Asakawa. Asakawa has been blind since the age of fourteen and for the past three decades has worked to further accessibility research and development. She was named IBM Fellow in 2009 and in 2013, the government of Japan awarded the Medal of Honor with Purple Ribbon for outstanding contributions to accessibility research.
Our strategy was to work with cinematographers, designers, and social brand strategists to create shareable video content with adjacent content that tells Chieko's full story, and IBM's contributions to accessibility support and advancement.
To create these videos, we utilized an in house team to plan, capture, edit and publish. To execute these videos, our in-house team conceptualized, planned and executed the shoots. This involved prep calls with the on camera talent to talk through flow and logistics.
Results:
We supported this campaign across the @IBM Twitter, Facebook, Instagram, and YouTube platforms:
Facebook:
Views: 52K
Engagements: 500+
Shares: 183
Twitter:
Retweets: 250
Likes: 248
Instagram:
Views: 8.6K+
Engagements: 1.1K+
YouTube:
Views: 5k+
Engagements: 95
