AWARD CASE: NO ISOLATION (German PR Award 2019)

HOME ALONE, together

CONTEXT AND TASK

For severely, often chronically ill children and youth who are home- or hospital-bound for most of the time, No Isolation developed AV1, a telepresence avatar.  
 The job for PR was to address privacy concerns of schools and education authorities in Germany, and generate interest from affected families for pilot projects.

„When a child gets severely ill at the age of nine and misses out on two years of school because of therapy, her classmates will have become eleven, but the child will still be nine."

Karen Dolva, Co-founder & CEO, No Isolation

An AVAtAR to Connect with the outside world

With the telepresence avatar AV1, No Isolation brings children with long-term illnesses back to their social life and prevents them from becoming lonely. AV1 features a camera and microphone to stream class and leisure activities to the child's tablet via WIFI or 4G. LED signals on AV1's head substitute a show of hands and a loudspeaker ensures active participation.

CHALLENGES

For AV1 to be widely accepted in schools in the future, it must first prove itself in pilot projects. But that's not an easy task to accomplish, because in privacy-sensitive Germany you can't just put a networked avatar on a school desk and have it live-stream class. So, PR had three key problems to solve:

1
Generate interest from affected parents and create good will with classmates' parents
2
Address concerns of teachers and federal school authorities
3
Activate and support potential partners who could help fund deployments of AV1 

TACTICS

1

Media relations to build the foundation

Briefings with national media such as BILD, Die WELT, T-Online, dpa, Handelsblatt and Tagesspiegel by No Isolation co-founder and CEO, Karen Dolva. (March 2018)
2

create a sense of urgency with real-life use cases

Affected families who struggled with school authorities and ministries for permission to use AV1 were brought into contact with regional print and TV & radio editors. (April-June 2018) 

PRESS COVERAGE

STELLVERTRETER FÜR KRANKE SCHULKINDER

14.03.2018 / ÄRZTEZEITUNG

ROBOTER IM KLASSENZIMMER

16.05.2018 / SWR2

MEASURABLE IMPACT

1,5 M

OTS of print and online coverage in the first four months of the campaign

16 PILOTS

operational or in preparation (after four months)

AWARD-WINNING CAMPAIGN

In privacy-sensitive Germany, even a piece of technology with such positive connotations as No Isolation's AV1 must first hold its own against objections and concerns. With the help of the introductory campaign for AV1, this was achieved with very limited resources. With a small budget, the media presence set a strong lever in motion that removed blockades at schools and among political decision-makers. As a result of the campaign, children with long-term illnesses can be hopeful that they will be alone at home in the future, but still together.

This success led the jury of the German PR Association's "International German PR Award 2019" to award the campaign with the trophy in the "Technology & Innovation" category. The campaign was also nominated for the award in the "Public Affairs" category. The campaign garnered further nominations at the 2018 "PR Report Award" in the same categories.