Brief
Breaking the taboo
78% of Poles with disabilities don’t work. This is due the ubiquitous stereotypes that portray them as unable to work. Polish social campaigns concerning people with disabilities typically focus on financial support of individuals or foundations (e.g. 1% of tax) – which proves to be counterproductive and only perpetuates the stereotypes.
We decided to break the taboo and change the rules of social communication regarding people with disabilities. We organized an online casting that helped us find people with different disabilities from all over the country. Then we invited them and encouraged to act in a funny film, where they play roles of firefighters. This was meant to prove that they are fully aware of their limitations and totally capable of successful performing many different jobs.
Solutions
Become present on TV without having a budget
Despite the lack of budget for the media (absolutely nothing), we aimed at finding opportunities to secure the nationwide reach of the campaign. In Poland such coverage can be provided only by television, but TV stations must be sure, that the campaign is worth promoting and that it is not going to be seen as mocking or offensive.
This is why, in order to prove the social acceptance for our unprecedented film, we took to Youtube, where we started our campaign.
Case study
Bohaterowie kampanii
Result
The main episode of "Facts" the TVN news programme
According to the research by CBOS almost 60% of Poles have never had any closer contact with a person with a disability. For many people our spot turned out to be the first opportunity to see “the disabled” simultaneously fooling around and talking about themselves with pride.
When the number of video views on Youtube exceeded hundreds of thousands – the subject received interested from the media. First, they were trade media, then the online editions of news programmes. After a few days, all major TV stations not only showed our film, but also aired a few-minute materials presenting the problem. We were being shown everywhere: from the TVP to the main edition of “Fakty” TVN.
– More than 9 million viewers (Internet + TV)
– The Minister of Family, Labour and Social Policy commented on the issue
– ZUS officials came forward to the foundation and declared willingness to show the movie in all institutions in the country
– We received support from TVP and from the half of July the film was aired for free in all TVP stations
Cannes Lions1 x Bronze
Eurobest1 x Silver
1 x Bronze
Golden Drum1 x Gold
1 x Silver
KTR5 x Gold
1 x Bronze
Innovation1 x Grand Prix
1 x Gold
MIXX Awards2 x Silver
Kreatura1 x Grand Prix
1 x Main Award
Złote Spinacze1 x Silver
Media
O kampanii napisali:
- 1Lürzer's Archive
- 2Directory
- 3AdForum
- 4Euronews
- 5TVN24
- 6natemat.pl
- 7niepelnosprawni.pl