Our strategy consisted of primary and secondary research in order to gain an understanding of the non-profit industry. We utilised the Three-C model which focused on the competitors, non-profit organisations and the donors and sponsor trends.
This was supplemented with primary research that focused on individuals with disabilities, their opinions and their knowledge of the WWBF foundation. We relied heavily on qualitative research to gain an authentic understanding. This consisted of semi-structured, structured and unstructured interviews as well as ethnography. As part of our thinking, we emphasised the use of empathy. We put ourselves in the shoes of the disabled in order to gain a full understanding of how it feels to be in a wheelchair.
We created a campaign that embraced empathy rather than sympathy. This will result in awareness, changing of perceptions and a ripple effect of other benefits in the hope for donations.
Is the abled individual actually the one with the disabled mindset?