Cannes Lions

DISABILITY AWARENESS

540 GRADOS, Madrid / ONCE ORGANIZATION / 2009

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Overview

Description

The Seguimos Cumpliendo 2008 ("We Continue Achieving 2008") travelling event commemorates 70 years since the founding of ONCE, and 20 years since the establishment of it’s Foundation.

What’s more, it is an attempt to make the general public aware that all of the income obtained by ONCE's gaming products leads to the development of rehabilitation, employment, educational, cultural, sporting and personal independence programmes for over 70,000 people with visual disabilities in Spain. It also drives and promotes full social integration and equality of opportunities for those who have other types of disability, mainly through employment created by Fundación ONCE.

The event consisted of an environment that drew together audiovisual information, educational material and direct experience. It was formed of marquees and areas that reproduced domestic, educational, work and sporting spaces, with adaptations for various disabilities. This enabled visitors to experience for themselves the day-to-day life of a person with a disability, the integrational barriers they face, and the solutions available to overcome them.

The event was attended by pre-arranged school groups and members of the general public. It has been around 21 cities in Spain, received over 35,000 visitors and has attracted considerable attention from the local and national press, radio and television.

Execution

The Seguimos Cumpliendo 2008 travelling event involves the execution of a special street-level campaign in 21 Spanish cities over the course of a year, combining visits from pre-arranged school groups (from Wednesday to Friday) and the general public (Saturdays). It consists of an experience-based circuit, spread over a thousand square metres of marquees and routes, meaning that visitors can really experience and feel for themselves how disabled people confront and overcome many barriers thanks to the support of ONCE and its Foundation In the exhibition, different physical, intellectual and sensory (audio and visual) disabilities are represented, as well as different interventions to improve the life of disabled people in all spheres: personal independence, education, employment, leisure, sport, culture and technology. Furthermore, the event was designed and created to honour, in every little detail, the regulations governing aspects of accessibility promoted by its organisers. In addition to the pre-arranged school visits, it was also publicised in each town with outdoor advertising, radio, pamphlets and posters.

Outcome

The event has visited 21 Spanish cities, welcomed over 35,000 visitors and received significant media coverage in the press and on radio and television, both locally and nationally.

The event has also been supported by three first class sponsors, Fundación Vodafone España, Obra Social Caja España and Fundación Eroski, who have transmitted the importance of the event using their own communication channels, thus multiplying its social impact.

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