Creative Data > Creative Data

ABSURD PROMISES

VML, Buenos Aires / ASDRA / 2024

Awards:

Gold Cannes Lions
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Overview

Credits

Overview

Why is this work relevant for Creative Data?

Thanks to an exhaustive analysis of multiple data including thousands of journalistic documents, government reports, papers and articles related to the presidential candidates,we were able to create our complexity index.This indicator allowed us to measure,in real time,the difficulty of implementing the proposals of Argentine politicians and compare them with a simple demand: to create a new disability law.This way, we managed to attract the attention of the media and politicians,and change an obsolete disability law, which forced people with Down syndrome to have to renew their disability certificate every year, going through exhausting paperwork,in order not to lose their rights.

Please provide any cultural context that would help the Jury understand any cultural, national or regional nuances applicable to this work.

In Argentina, it is estimated that more than 10% of the population has some kind of disability. However, in an election year full of pompous and impossible to implement promises, none of the candidates included disability among their campaign proposals. Least of all, people with Down syndrome who were forced to renew their disability certificate, once a year, in order not to lose their rights.

We had to do something.

That is why we took advantage of the first presidential debate to highlight this problem, demanding a much more concrete proposal to be carried out: a new disability law.

Background

Although Down syndrome is an irreversible genetic disorder, in Argentina people with this condition are obliged to renew their disability certificate ONCE A YEAR. An old law, absurd and intentionally ignored by politicians.

In 2023, there were presidential elections in Argentina. And although more than 27 politicians ran as candidates, none of them included disability among their campaign proposals. On the contrary, they chose proposals that were demagogic, complicated and above all impossible to fulfill.

We needed to find a way to make people with Down syndrome part of the political agenda. And the time to do it was the presidential debate.

Describe the creative idea/data solution

For the first time, we set out to analyze the candidates' proposals live and demonstrate how difficult they were to implement.

To do so, we developed an indicator capable of measuring in real time the difficulty of implementing them. And during the first electoral debate, and in front of millions of people, we tested it.

This way, we compared the complexity of what the politicians were promising with our simple demand: a new disability law.

Describe the data driven strategy

Through data analysis and a work in partnership with economists, political scientists, lawyers and journalists, we developed our complexity index, an indicator capable of measuring the difficulty of implementing each candidate's proposals.

Using variables such as time, money and number of steps to develop each proposal, we took advantage of the first presidential debate to quantify the difficulty of implementation.

The results were tweeted in real time, showing in percentages how complicated or even impossible it would be to carry out the campaign promises. And we compared them with our proposal, which is much easier to implement: creating a new disability law.

Describe the creative use of data, or how the data enhanced the creative output

We created an indicator capable of measuring, in real time, the difficulty of implementing each of the candidates' proposals. For this, we first extracted all public governmental information, papers, journalistic documents and information from each candidate. Then, with the help of social scientists, we verified all the information collected to create our own database.

And finally, we rationalized the concept of “complexity” into three variables:

The total time it would take to implement the proposal.

The money required for its execution, from start to finish and the institutional and bureaucratic steps to carry it out.

Thus, we fed our research into the AI to analyze the proposals during the presidential debate, assigning them a percentage of quantifiable complexity that is easy for everyone to understand.

So easy, that each of these results was transformed into a tweet that was published in real time during the presidential debate.

List the data driven results

With a very limited budget, we managed to attract the attention of society and the media during the 4 hours of the presidential debate.

Our claim reached the candidates, and also the Argentinean Congress.

In record time, this new disability law was approved and implemented throughout the country. More than 5 million people were impacted thanks to our proposal.

And 100% of people with Down syndrome will no longer have to renew their disability certificate, and their rights will be recognized throughout their lives.

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