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Spinal Injuries Association Invites People to Fast-Forward Ad on Disabled Access Day


DOOH campaign from Engine allows passers-by to speed up films by donating to the charity

Spinal Injuries Association Invites People to Fast-Forward Ad on Disabled Access Day
People are being actively encouraged to fast-forward an advert on Ocean’s full motion Loop network in Manchester. 

Created by Engine to raise awareness and funds for Spinal Injuries Association (SIA), ‘Donate to Accelerate’ was one of the winners of Ocean’s annual digital creative competition, which pushes the boundaries in DOOH using emerging creative and technical capabilities.

Filmed from a first-person perspective, the ad fully immerses people in how arduous everyday tasks are for the thousands of people who are spinal cord injured.

Timed to coincide with Disabled Access Day, the interactive donation poster campaign launches in Manchester on Saturday, March 16th, supported by experiential activity.

To ensure complete authenticity, Engine commissioned films featuring two people who are spinal cord injured – Raquel Siganporia and Andrew Smart – as opposed to using actors.

In the initial full motion Loop sequence, Raquel and Andrew are seen undertaking everyday tasks, such as making a cup of tea and putting on their shoes. With a spinal cord injury, this progress is painfully slow, making for excruciating viewing. 

The advert then invites passers-by to accelerate their rehabilitation by donating £2 to SIA, using an in-built contactless card reader to fast forward the ad.