TVE, Spain’s public broadcast corporation, does not allow any commercial advertising on its channels, making it impossible to pay for branded presence on TVE.

Managing to successfully secure any form of broadcast space on TVE is nigh on impossible. However, in this particular case, TVE were drawn to commissioning this content in the form of a documentary series for national broadcast based on the fact that we were dealing with a topic of genuine interest to the Spanish general public, with high quality content, grounded on a powerful and attractive idea

Not only that, the project successfully overcame a complex approvals procedure at TVE, having had to compete with many other content proposals of national interest to the general public.

Often, you’ll find that it’s not that people aren’t capable. The problem is that the world we live in makes it much more difficult for them to prove themselves. The box in question is a metaphor in that sense; opening it might well be complicated but it could definitely have been made much easier.

400 boxes were sent out to opinion leaders, the media and personalities from the world of culture and the arts and sport as well as to a database of individuals from the business community. The mailshot was sent out two weeks before the event and focused primarily on Madrid and Barcelona.

The launch event was a resounding success. Over 320 people attended, with national media coverage, including a live broadcast of the ceremony on TVE.

During the Capacitados launch event:

- More than 750 mentions in Twitter and 75 mentions in the media.

- Reaching over 500,000 users in just one hour.

TVE: “Well-known celebrities have expressed genuine interest in taking part and putting themselves in the shoes of disabled people”.

ABC: La 2 turns famous people into disabled people for a day.

El Mundo: The struggle against barriers redoubles.

El Correo: Famous celebrities show what it’s like to live with a disability in “Capacitados”.

Manuel Campo Vidal (renowned journalist): “How so much can be achieved with such a simple idea”.

Rosa Montero (El Pais journalist): “We all live closed off in our own little worlds and it’s difficult for us to put ourselves in the shoes of others”.