We promoted a unique dispute between different people on equal terms. On the one side, Rodrigo Mendes, quadriplegic, and global leader for disability rights. On the other, Caca Bueno, a professional driver, five-time Brazilian Champion. How is it possible? Driving by mind control.

For the first time, a quadriplegic drove a race car with mind control.

If a quadriplegic can drive a race car, what else is a disabled person unable to do?

To enhance awareness, we built a very special car without pedals or a steering wheel.

Our innovation team combined EEG brain powered technology, steering algorithms and track mapping.

The EEG helmet reads brain waves, then software them into commands for the car.

A front camera of the car sent footage to a lane keeping assistance that regulated the car on the track. The end result is a car that provides a driving experience with the power of thought.

Until the challenge day at an official race track, the car had been tested over than 5,000km. It was 7 months of work and more than 100 people involved.

- 89 million viewers were impacted by the campaign on TV and Web.

- The camping promoted 317% traffic increase to facebook page of Rodrigo Mendes Institute and 273% traffic increase to the website of Rodrigo Mendes Institute (www.irm.org.br)

One of the videos about the project had more than 636.000 likes on facebook.

The project was featured in sports, entertainment and news programs on Globo TV, that covers 98% of all Brazilian cities, reaching 99.6% of the country's population.

It was also discussed on the Young Economic Global Leader Summit of 2017 and World Economic Forum, besides important Social Responsibility events in Brazil.

Our goal was to show that a disabled person is as capable as anyone else. And this was demonstrated in a unique event - without it the project strength and reach wouldn't be a success.

So, this dispute on a race speedway was extremely important for addressed the disability issue in a light manner, where the handicapped is not placed as an underdog. We empowered people we've always perceived as incapable, but not anymore.

The Brazilian is passionate about Formula 1. We already had great champions and one of the biggest national sportsman, Ayrton Senna. Generations grew up watching the F1 races. So there was no better time to launch the campaign than the first race of the season. Presented by Galvão Bueno, the most influential sportscaster in Brazil, the Australia Grand Prix was seen at the same time on TV and on the internet. The video soon entered the digital channels of Globo as: Globo Play, Youtube Globo Channel, Respect website, Facebook, Twitter, in addition to the news sites G1.com and Globo Esporte.com. The strategy of using the web has two goals: amplify the message and talk to the viewers who see Globo’s content through web. Thus, those who love sports, whether they are on TV or on the web, have realized that a person with a disability can do everything.

Brazil has 45 million people with some disability. 53.8% are out of the work market. Illiteracy rate amongst disabled people older than 15 is of 81.7%. These data show that we live in a prejudiced society, in which disabilities stand out more than capabilities.

To transform this reality, it’s necessary to provoke a deep reflection and change people’s mindset when dealing with differences.

How could capacities draw more attention than disabilities? How can we show that limits can be overtaken and also prejudices? Everything starts with respect. And it is the bases of an equality society.

To spread this message, we combined the awareness power of Globo TV – that covers 98% of all Brazilian cities, reaching 99.6% of the country's population - with the credibility of Rodrigo Mendes Institute and its relevant work that is done related to disabled people’s right.