Capable
Once Foundation / FSC Inserta
Three business people went to work for a day, each with a disability. They were filmed by three camera crews, and a documentary was produced. It was an exercise targeted at raising awareness among business people and company managers in order to promote the integration of people with disabilities into the working environment.
The three business people were: Ferrán Adria (Chef and proprietor of the El Bulli Restaurant), Maria Garaña (President of Microsoft Iberia) and Marcos de Quinto (President of Coca Cola Iberia).
The documentary was launched on Internet and was advertised on TV, outdoor, radio and a mailing was sent to opinion leaders.
Brief
The objectives of the FSC Inserta Program for Talent from the ONCE Foundation were:
- To make it easier for disabled people to access the labour market.
- To raise awareness and draw business owners' and employers' attention to the numerous advantages of employing this segment of the population.
- To inform disabled people looking for work about how to go about seeking employment.
Target audience: The general public, the business community and disabled persons (comprising around 4 million in Spain including their families).
Creative Solution
Results
2010
Premios a la Eficacia
- Gold - Social Awareness Campaign
Echo Awards
- Diamond Echo - Not-For-Profit
- Gold - Not-For-Profit
El Sol
- Gold - Platino - Integrated Campaigns
- Gold - Public Relations
APCP - Association of Advertising Production Companies
- Gold - Best Spot in Internet