LLLLITL's video: Fondation Anne de Gaulle - Paris Anne de Gaulle case study

Established in 1945 by Charles and Yvonne de Gaulle in memory of their daughter Anne, who had Down syndrome, the Fondation Anne de Gaulle has dedicated 75 years to advocating for the inclusion of individuals with mental disabilities. Despite decades of effort, these individuals continue to face invisibility and exclusion, particularly in areas such as transportation. For the Foundation, this status quo was unacceptable. The PR challenge was to assert its pioneering vision and leadership, raise awareness of its initiatives, and foster a collaborative effort to change societal perceptions and enhance support for individuals with disabilities, alongside its partner organizations. STRATEGY In France, approximately 12 million individuals are officially recognized as disabled, yet this issue receives minimal media attention. Despite lofty governmental declarations, concrete actions remain scarce. In response, we seized the momentum surrounding the International Day of Persons with Disabilities and the inauguration of Terminal 1 to amplify visibility. This groundbreaking event marked the first-ever name change for a major international airport, dedicated to championing a noble cause and supporting the Anne De Gaulle Foundation. Through strategic media spotlighting, we generated buzz around both the Foundation and the ADP Group, garnering widespread attention and support. IDEA To create an immersive brand experience, we took a bold step by renaming the largest public infrastructure in France: Charles de Gaulle Airport. Paying homage to our foundation's story, the terminal facade was adorned with the name "Anne De Gaulle" in monumental letters. Every aspect of the traveler experience underwent a transformation: from luggage tags and carts to queues and boarding passes, even screens and road signage across all terminals bore Anne's name. This comprehensive rebranding initiative ignited a national conversation in the media and immersed travelers in an experience that vividly communicated the foundation's vision, making mental disability impossible to ignore. EXECUTION We orchestrated a comprehensive indoor and outdoor rebranding initiative, creating an unparalleled visual immersion within a completely transformed airport environment. Every digital out-of-home (DOOH) display, flight information board, Airport TV screen, baggage reclaim area screen, and even road signs surrounding the airport prominently showcased the name "Paris-Anne de Gaulle." This impactful campaign ran from December 3rd to December 11th, garnering widespread attention from the French Minister of Transportation and the national media due to its extensive scale and undeniable presence. RESULTS The campaign generated significant PR and social media impact, with over 200 articles published across 13 countries, resulting in over €1 million in earned media and reaching an audience of 50 million. Notable political, institutional, and social figures, as well as advocates for disability rights, shared the initiative on social media, amplifying its reach further. Our strategic approach enabled the Foundation to reaffirm its stance against the status quo and align with other charitable organizations calling for a paradigm shift in disability support. Additionally, Groupe ADP, the operator of Paris-Charles de Gaulle Airport, utilized the campaign to initiate a transformation aimed at enhancing accessibility for individuals with disabilities, in preparation for the Paris Olympic Games in 2024. AWARDS Cannes Lions 2023 - Grand Prix For Good - 1 Gold in Direct - 1 Gold in Health & Wellness - 1 Gold in Outdoor - 1 Silver in Media - 1 Bronze in Brand Experience & Activation Eurobest 2023 - 1 Silver in Brand Experience & Activation - 1 Silver in Outdoor CREDITS Brand: Fondation Anne de Gaulle, Versailles (France). Advertising Agency: Havas Paris. PR: France Info. Fondation Anne de Gaulle Jean Vendroux. Clarisse Menager. Havas Paris Stéphane Gaubert. Catherine Labro. Florent Roux. Michel Bettan. Sophie Schiari. Philippine Van Tichelen. Tiphaine Mercier. Tiphaine Armand. Benjamin Besnainou. Carine Petit. Fabien Faure. Charles Mamarot. Groupe ADP Bertrand Sirven. Olivier de Lagarde. Géraud Rabany. Fouzia Hadjal. Capucine Lemaire. Justine Leger. Fabienne Mazaleyra. Laurence Pajot. Tiphaine Paucot Landelle. France Info Jérôme Jadot. Jean Jean Philippe Baille. Mathieu Mercier. Caroline Talbot. Philippe Rey. Ronan Le Maire. Video copyright: Cannes Lions (canneslions.com) and The Work (lovethework.com).