THE MISSING BILLION INITIATIVE // DIS-INSPIRATIONAL QUOTES
Client: The Missing Billion Initiative
BACKGROUND
The Missing Billion Initiative is an NGO dedicated to changing health systems to better serve the one in six people who live with a disability and are often unseen by the healthcare system. Their latest report focuses on the challenges faced by women living with disabilities, who are at the "epicenter of life-threatening neglect" because both women and people with disabilities are underserved by the healthcare system. With the decline in DEI practices and support, the world is becoming harder on people with disabilities, and the NGO itself is under threat due to diminishing donations.
OBJECTIVES
The main objective of the campaign was to raise donations to future-proof the important work of the Missing Billion Initiative, as getting governments on board for sustainable change takes years of lobbying.
The targeting was clarified as following:
Primary: advocacy targeting philanthropists and Ministries of Health at key global health events like the World Health Assembly (WHO, Geneva), Skoll Event, and the Global Disability Summit.
Secondary: continued amplification and action targeting global health actors and governments
INSIGHT & STRATEGY
All insights stemmed from the Missing Billion Report, which compiled findings from academic research.
Key strategic decisions included:
- Adopting the mantra "Nothing about us without us," for an approach that is by women living with disabilities, for women living with disabilities.
- Avoiding "doom and gloom" for an approach that women with disabilities could proudly support and wear.
- Creating an approach that would appear "bigger than its size", even viral, especially as a pro bono campaign with no budget for media placements.
- Hijacking the social-first platform of inspirational quotes, despite there being nothing inspirational in the health system for women with disabilities.
IDEA & EXECUTION
The idea was the "Dis-Inspirational Quotes by Women With Disabilities". This campaign hijacked a medium—inspirational quotes—that is all about change and known to everyone.
A community of women with disabilities co-created the quotes by turning facts from academic research into a very special kind of "inspirational" quote.
Examples include:
- "LIVE. LAUGH. DIE. 20 YEARS EARLIER THAN EXPECTED." (Fact: Women with disabilities have a 10-20 years shorter life expectancy).
- "CARPE DIABETES." (Fact: Women living with disabilities have 3x higher likelihood of diabetes).
- "EVERY DAY IS A SECOND CHANCE – TO RECEIVE POOR MEDICAL TREATMENT" (Fact: Women living with disabilities receive poor treatment 2x as often).
Laura Loukola, a female artist with a disability, crafted the visuals. The quotes were placed on a Pinterest board and an Instagram account. The quotes were printed, put up, and handed out at key global health summits. The NGO also created a first-ever line of merchandise.
RESULTS
In the first months, the campaign has already raised 150 000 EUR in donations, enough to secure 2 more years of work. This is an astonishing feat, something that the NGO has never seen before. The continuity of the work is of the utmost importance, since true change in global health systems happens over years – not via one marketing campaign.
The press have highlighted the innovative approach, with features in Little Black Book, AdForum, ACT Responsible, Roastbrief, and the like.
Key decision makers are praising the bold approach.
LINKS
CASE-STUDY: See above or go to Vimeo //
150 000€ IN DONATIONS, SECURING 2 MORE YEARS OF WORK