And if those who disrespect the disabled people speak openly about it? And if they do not hide what they think? How society would react?

This was the insight to put the issue on the public agenda. So we created an anti-campaign and launched the MRD - Movement for Rights Reform (Rights Reform Movement), an organization that advocated the end of rights for disabled people.

With a single billboard and a fan page on Facebook, the MRD took over social media and Brazilian TV News. Not only in Curitiba, but in whole country million of people came out defending disabled people's rights.

The next step: reveal who was behind the campaign.

The truth shocked Brazil: the entity behind this fake organization was the Council for the Rights of Disabled People, formed only by people with a disability. The impact was greater than before and mobilized the Brazilian people.

Outcomes/awareness: nearly 10 million messages defending the rights of people with disabilities

Knowledge: the campaign reached over 37 million in whole Brazil. In 3 days.

With R$ 75.000 invested (less than 20 thousand dollars), the campaign earned R$ 2.9 million (about 800 thousand dollars) on spontaneous media

And people with disabilities realised that they are not alone in their fight for their rights.

For the first time in Brazil, a public entity could issue a message in favor of the rights of people with disabilities throughout the country and create a

national debate defending their cause.

The target audience was general public. The media strategy was simple: use the social media. We put a single billboard and create a fan page on Facebook with the opinion of the organization.

The approach was made with posts that generated content related to the positioning of the MRD.

Situation: Curitiba is one of the biggest cities in Brazil and the one with the highest human development index. However, more than 400 thousand disabled citizens have their rights disrespected every day.

Brief: The Council for the Rights of Disabled People of Curitiba needed to change this scenario. Several campaigns had been made in the last years. The result? None. It was time for a radical attitude.

Objective: Draw the attention of people in Curitiba to respect the rights of people with disabilities. We needed people that advocate for the cause.