Cannes Lions

DISABILITY AWARENESS

TIEMPO BBDO, Barcelona / FUNDACION ONCE/FSC INSERTA / 2012

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Overview

Description

- At the beginning of 2012, Spain was experiencing one of the worst job situations in its entire history with an unemployment rate of more than 20%. Of all groups, working-age people with disabilities were the hardest hit.- The aim was to focus attention again on the issue of persons with disabilities being taken on by companies, which involved confronting a hostile employment environment.

- The idea was to create the first video CV by a person with Down’s syndrome looking for work. In the video, the person in question, Luis Castro, spoke plainly to the employers, listing the economic and tax benefits the company would obtain if they hired him. Listening to him was uncomfortable, but encouraging at the same time.- The natural viralisation of the video, in conjunction with a solid strategy of official statements and press conferences, led to the video being viewed 240,000 times within a week and appearing in more than 360 Spanish media outlets, including prime time programmes on all the television channels, thereby making it a topical issue, obtaining a ROPI of nearly €600,000 and increasing the number of people hired that month via the ONCE/FSC Inserta job vacancies scheme by 256%.

Execution

A double public relations plan was produced with a view to reacting one way or the other depending on the spontaneous success the video might have. Press releases and press conferences were prepared to boost the video if it failed to produce the expected results, while an alternative plan was drawn up in case the results did live up to expectations. 2 days after the start of the campaign, the latter option was put into practice in the light of the video’s huge success. The media were convened and press releases were issued revealing the campaign’s intentions and providing the final boost for it to eventually become a current news item.

Outcome

- Documented Results: - 240,000 visits in a week.- In the top-ten most viewed videos in Spain that week.- Reported in 360 media outlets.- #soycapaz was retweeted 15,000 times in 2 days.- It went to the top in Google on results.- Visits to the portalento.com web site went up by 30%- Estimated return of €600,000 (euro) on an initial investment of €10,000 (euro).- Hundreds of emails received offering Luis a job.- A 265% increase in the number of people with disabilities hired through Fundación ONCE/FSC Inserta.

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