ParaLife Foundation is a non-profit organization dedicated to insert people with disabilities in the job market in Mexico. It's new, very small, hardly known, and lacking in funds.

The goal of the foundation was to increase the number of job offers for the disabled by 25%.

The problem was that our total campaign budget was $3,000 USD and our total media investment was $0 USD. So, the message needed to:

1. Be strong and attractive enough to make the media start to talk about it.

2. Make employers consider the option of hiring people with disabilities, without making them feel compromised.

Before the campaign, ParaLife Foundation obtained positions for the disabled knocking on doors of different companies, facing the same problem everyday: employers tend to think that people with disabilities can’t perform efficiently in a job, so they hired them as charity, most of the times.

But once they dared to do it, they realized that these people worked really hard, and became an example of proactivity and good attitude pushing the rest of the team to work harder.

So, we decided to make a “free-trial”. A disabled person -a real one, Xicani Godinez- would work for free in exchange of a letter of recommendation. We posted this offer on Social Media and newspapers.

With an investment of 3,000 dollars we generated more than 400,000 dollars worth of free media.

In a month, the website got 25,000 hits.

Not only did we reach the goal of increasing disabled employment by 25%, we surpassed it reaching a 77% increase in disabled employment in the first five months.

Currently, the number of companies that work with Paralife increased by 641%.

Xicani finally accepted the best job proposal and is actually working there; and he also hosts a radio show about handicaped life and support.

We successfully obtained 5,000 letters of recommendation that now help people with disabilities to get a job.