In Kazakhstan thousands of amputees struggle to access proper prosthetics. Most people don't know the scale of the issue-disability remains invisible and public discussion is rare. To break the silence the Altair Foundation launched a teaser campaign.
Problem
In Kazakhstan around 5,000 people lose limbs every year. Most can't afford a quality prosthesis, which costs thousands of dollars. The public system supports only a few (≈255), leaving the rest to face endless queues, bureaucracy, and silence. Disability remains a taboo. Amputees are often invisible — with no voice, no support, no chance for a normal life. The Altair Foundation helps people access prosthetics and reclaim their independence.
Solution
The campaign launched with a short teaser video simulating a reality show where amputees competed for a prosthesis. It was distributed through social media,sent to journalists,and published by news outlets-with no branding or explanation. The ambiguity drove intense discussion online and in the press. Once the teaser reached peak attention,a reveal video was released across the same channels. It clarified that the show was fake-but the problem was real. We used national media,social platforms,and influencers to amplify both stages. No media budget was involved-the content was designed to provoke and spread.
Result
The campaign reached over 5 million people-more than 25% of Kazakhstan's population without a media budget.It generated thousands of social media reactions,comments and shares. Major national and regional news outlets covered both phases-the teaser and the reveal-amplifying the conversation across platforms. Over 10 million tenge were donated by businesses. The Altair Foundation was invited to advise the Ministry of Social Protection. A pilot job-search program for amputees was launched. Government support for prosthetics increased by 10%.
