Health and Wellness > Health Awareness & Advocacy
McCANN MILAN / AS.IT.O.I. ONLUS - ASSOCIAZIONE ITALIANA OSTEOGENESI IMPERFETTA / 2019
Overview
Credits
Describe any restrictions or regulations regarding Health & Wellness communications in your country/region including:
None.
Health & Wellness work must demonstrate how it meets the criteria 'life-changing creativity'. Why is your work relevant for Health & Wellness?
Because it made companies more aware about the problem of disable people accessing the world of work, helping disable people to connect with professional environment thanks to a dedicated activation.
Background
SITUATION: In Italy the rights of disabled people to work are protected by law.
But companies often prefer to pay a fine instead of employing them.
The result: 82% of them (disabled people) are unemployed.
BRIEF & OBJECTIVES: Made companies more aware about the problem of disable people accessing the world of work, helping disable people to connect with professional environment.
Describe the creative idea
We opened LinkMeToo: the first LinkedIn for disabled people. The platform connects disabled people to the world of work, hosting interviews and speeches by professionals with disabilities. Then we brought disabled people with a job aspiration together with disabled professionals who achieved that aspiration. Through the LinkMeToo page also companies have been invited to act, participating to a special event about job and disability: the Diversity Day.
Describe the strategy
We opened LinkMeToo: the first LinkedIn for disabled people. The platform connects disabled people to the world of work, hosting interviews and speeches by professionals with disabilities. Then we brought disabled people with a job aspiration together with disabled professionals who achieved that aspiration. Through the LinkMeToo page also companies have been invited to act, participating to a special event about job and disability: the Diversity Day.
Describe the execution
The campaign was published through LinkedIn and with an online video on Youtube and ASITOI’s Facebook. Then we presented it on national TV shows and at the Diversity Day in Rome, special event about job and disability with more than 60 companies involved. The video showed the ability of disable people and the importance of connect them with the world of work, sensitizing companies to act.
List the results
More than 95.000 views in the first week without any media investment.
ASITOI president invited in national TV and radio shows to speak about the campaign.
More than 60 companies involved in the Diversity Day event with thousands of job interviews and most important 100 disabled people hired in a weekend.
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