TV presenter Jameela Jamil established Why Not People as the first members' club for disabled people. It aims to make music events more accessible to those with disabilities and to create a wider debate in society around disabled access.
With no significant budget, WNP’s main asset was its celebrity ambassadors including Tempah, disabled reality TV star Sophie Morgan, Channel 4 journalist Alex Brooker, and Paralympic athletes Jordanne Whiley, Hannah Cockroft, Hannah Russell and Giles Duley.
The agency created a campaign consisting of interviews in the national press and broadcast media with the WNP ambassadors. These were supported by social media and well-known disabled bloggers.
The campaign secured 162 pieces of coverage, including the front cover of The Mail On Sunday’s You magazine. Website traffic showed an increase of 171.4 per cent on the day of the launch. More importantly, 600 members signed up as a result of the campaign.
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Why Not People launched with its first gig on 1 July at Troxy in London headlined by singer Tinie Tempah. Lineup Media was briefed to create a campaign that would build awareness of WNP, highlight the issue of disability and drive membership applications.
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