Cannes Lions

Inclusion Profiles

HOY, Buenos Aires / LINKEDIN / 2019

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Overview

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Overview

Background

In Argentina less than 10% of grown-ups with Down syndrome have a Job. And out of the 6 million Argentinians on LinkedIn, none have Down Syndrome.

As we know, labor inclusion continues to be a problem worldwide, even more in Latin America where employment itself is a delicate affair. LinkedIn is the most important business and employment social network in the world; the place to create professional contacts. We needed to do something regarding this issue giving it enough visibility to get it into agenda

Idea

We are THE social network for business and employment and we discovered that there are no profiles of people with Down syndrome in our platform in Argentina, not even from those who are currently working.

This is how we came up with the idea of Inclusion Profiles. We trained people already working to create their own profiles. And instead of asking for recommendations, they decided to give their own, telling us about their experience and how important it is for them, and for society, to be part of the workforce.

Strategy

LinkedIn is the most important business and employment social network in the world; the place to create professional contacts. And as many we face a surprising reality: in Argentina, data related to work inclusion of people with down syndrome is concerning, less than 10% of grown-ups with Down syndrome have a Job.

We needed to do something about it, a we did what we know best, we help them create their own contacts, enter to a new universe of professional contacts.

Execution

We divided the campaign in two stages. One centered in awareness and the other one focus on education. For the education stage we invited 12 adults to a training were we explained them how to use the platform and how to interact with it. We help them create their own profiles, the 12 first LinkedIn profiles with Down syndrome.

For the awareness stage we took 3 of the profiles and we create short videos telling their stories. We published this videos on LinkedIn and instead of asking for recommendations, they decided to give their own, telling us about their experience and how important it is for them, and for society, to be part of the workforce.

Outcome

+54MM impressions

+7MM earned

The news was covered by National, Regional and International Media such as: Univisión, CNN, La Nación, TV Pública, C5n, Clarín, Tiempo Argentina and other.

Celebrities & influencers joined spontaneously

The first 12 Down syndrome profiles on LinkedIn Argentina.

And the most important we gave visibility to this problematic. Telling Domi, Marco and Walter’s stories we spoke with society about inclusion in a very creative and innovative way.

Also, at the end of the campaign we can confirmed that 2 of the profiles already had job interviews.

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