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 of the foundation was to increase the number of job offers for the disabled by 25%. The problem was that we only had 3,000 dollars. So the message  needed to: 1.    Be strong and attractive enough to make the media start to talk about it.2.    Make employers consider the option of hiring people with disabilities, without making them feel compromised.

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.

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. 

Before the campaign, ParaLife Foundation obtained positions for the disabled knocking on doors of different companies, facing the same problem everyday: employers tend to think that people with disabilities can’t perform efficiently in a job, so they hired them as charity, most of the times. But once they dared to do it, they realized that these people worked really hard, and became an example of proactivity and good attitude pushing the rest of the team to work harder. So, we decided to make a “free-trial”.