Allegro Brand Experience Agency. Doświadczasz najlepszego!

Projects

The “Now You See Me?” campaign

CLIENT:: FUNDACJA AVALON
SERVICES:: 360° communication strategy, social campaign, creative concept, PR, influencer marketing, media campaign, digital and social media, educational activities

The “Now You See Me?” campaign was carried out for Fundacja Avalon – one of the largest organizations in Poland supporting people with disabilities and chronic illnesses. The sixth edition of the campaign aimed to draw attention to the issue of the social invisibility of people with disabilities – both in the media and in everyday public life.

There are over 5 million people with disabilities living in Poland, yet their presence in the media and society is often reduced to stereotypes. Our goal was to break this narrative.

We developed a 360° campaign under the slogan “Now you see me?”, in which the protagonists – people with disabilities – appeared in bold, artistic stylizations, fully embracing their identities. Instead of concealing their differences, we emphasized them to show the person behind the label.

The campaign was carried out across TV, cinemas, radio, digital, OOH, social media, and PR. We organized editorial workshops, a journalism competition, worked with influencers, and ensured full content accessibility (Polish Sign Language, subtitles, audio description).

The campaign significantly exceeded its KPIs. PR alone reached approximately 10 million people, and the number of media publications increased fivefold compared to the previous edition.

We achieved over 40 mentions on TVP channels, including multiple appearances on TVP Info for the first time. The campaign was also featured on TVN24, TVN Biznes i Świat, and Good Morning TVN, which dedicated over 20 minutes of airtime. A record number of radio stations covered the campaign, including Radio Plus, Muzo FM, Nowy Świat, Radio 357, Eska Rock, Chilli Zet, Melo Radio, PR1, and Czwórka. Our campaign protagonists were featured three times on Onet Rano.

We received nearly 50 entries for the journalism competition, including submissions from major media outlets: Czwórka, TVP Info, gazeta.pl, Onet, Wysokie Obcasy, abczdrowie.pl, and Interia.

We organized workshops at Wirtualna Polska, establishing new media relations that Fundacja Avalon had not developed previously.

The TV campaign also exceeded expectations, delivering 35.1 million ad contacts to 9 million people from the target group – 34% above the goal. The OOH campaign featured 176 placements (vs. KPI of 70). Total views of digital and social media content reached 18.5 million (vs. KPI of 7 million).

For the first time in the Foundation’s history, the campaign spot was shown in 274 cinemas across Poland.

We influenced public perception: among those who saw the campaign, there was a significant increase in the belief that people with disabilities can pursue hobbies and passions (+12 pp) and achieve dreams and success (+8 pp) compared to the general group surveyed.

We use cookie