Unemployment in Mexico is a problem that's growing by the year. Getting a job is even more difficult for people who have a disability, as employers tend to think they can't perform efficiently in a job.ParaLife Foundation is a non-profit organization dedicated to insert people with disabilities in the job market in Mexico. It's new, very small, hardly known, and lacking in funds.The goal was to increase the number of job offers for the disabled.In order to get a job in Mexico, it’s very valuable to have a recommendation letter, even more important than a good resume.So we came up with the idea of creating the greatest letter of recommendation for disabled people ever.But how would we obtain it if they are not given the opportunity to display their skills?By working for free!We looked for someone with a disability and found Xicani Godinez, he would offer his services in exchange for a letter of recommendation. And we advertised in outdoor, press, social networks and YouTube.The campaign “I will work for free, my payment is your recommendation” exceeded the expectations. In less than a week Xicani got 25 job offers. The media talked about it and with an investment of 3000 dollars, we generated more than 400,000 dollars worth of free media.

We looked for someone with a disability -Xicani Godinez- who would offer his services in exchange for a letter of recommendation.We made a video of him offering this, and uploaded it to YouTube.Simultaneously we placed posters in places where people usually offer and search for jobs.

We also advertised in press, in the classifieds section.All of the above (YouTube, outdoor, press) directed the audience to the webpage: www.cartaderecomendacion.net where they could find the video and a place to leave and sign a letter of recommendation.As expected the message “I will work for free” created controversy and the media immediately started talking about it. In less than a week Xicani had 25 formal job offers.Xicani worked in many of them and we created his facebook and twitter profiles, so people could follow his work in the web.The campaign collected 5,000 letters of recommendation.

With an investment of 3,000 dollars we generated more than 400,000 dollars worth of free media.In a month, the website got 25,000 hits.Inclusions tripled this year’s objectives: instead of 25% increase in a year, we achieved 68% in just two months.Two international companies stared working with the foundation to hire people with disabilities.

Xicani finally accepted the best job proposal and is actually working there; and he also hosts a radio show about handicap life and support.We successfully obtained 5,000 letters of recommendation that now help people with disabilities to get a job.