Web Solutions - Websites & Microsites
Mencap
This national viral marketing email and microsite campaign was launched by BBC Radio 1 DJ Jo Whiley to challenge the public's perceptions of learning disabilities. The campaign was part of Mencap's drive to highlight society's many misunderstandings about this subject.
The email was developed to drive the recipient to the microsite, and also enabled the campaign to spread as people forwarded it to friends and family.
Both intriguing and effective, ASCII Art was used in the email to create an optical illusion. Open to visual interpretation, it reflects the myriad of ways in which we interpret the phrase 'learning disability'. The image had the added advantage of being integral to the email, rather than an attachment. Within the microsite was a questionnaire. By completing it, the 22,000 visitors to the site experienced something close to the frustration which is a part of daily life for those with learning difficulties. The experience helps to generate greater understanding.