Cannes Lions
THE VALUABLE 500, Dublin / THE VALUABLE 500 / 2019
Overview
Entries
Credits
Background
Disabled people are the world's largest minority, 20% of the global population. Collectively, they are a market bigger than China, with buying power of over 8 trillion dollars. But for many years the needs of disabled people have been ignored by mainstream businesses and their status in the society has been undermined. Most multinational corporations don’t show people with disabilities in their advertising, don’t develop any products for disabled people, their shops and offices are largely inaccessible. The result: there’re more clothing lines for dogs than for disabled people, 75% of disabled people have left a shop or a business because of accessibility issues, only 0,06% of adverts show disabled people, and the list goes on. Disabled people are twice as likely to be unemployed. And when they are employed, they are not given equal opportunities to succeed.
Execution
In this film we see an interview with the CEO of an insurance company. He's the winner of an award that recognises the true value of his company's commitment to diversity and inclusion. The interviewer, Chris, asks him to describe the ways the organization has empowered people with disabilities. The response is surprisingly positive, until it's not.