Sustainable Development Goals > Prosperity

ABSURD PROMISES

VML, Buenos Aires / ASDRA / 2024

Awards:

Bronze Cannes Lions
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Case Film

Overview

Credits

Overview

Why is this work relevant for Sustainable Development Goals?

The greatest contribution made by this campaign was the creation of a new disability law that guaranteed for life the rights of people with disabilities in general, and Down syndrome in particular.

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.

How does this campaign fit into the overall brand objectives? How is this part of the brand's wider commitment towards the UN’s Sustainable Development Goals?

For more than 30 years ASDRA has been fighting for the integration of people with Down syndrome in society. However, in Argentina there was an old and absurd law that forced people with this irreversible genetic disorder to renew their disability certificate once a year, in order not to lose all their rights.

At the same time, in a presidential election year, none of the candidates included disability among their campaign proposals. On the contrary, their promises were demagogic, complicated and mostly impossible to fulfill. That is why we took advantage of the presidential debate to highlight the complexity of the candidates' proposals and demand something much easier to implement: a new disability law.

As a final result, we were able to impact more than 5 million people with disabilities, and 100% of people with Down syndrome, allowing them to have their rights recognized throughout their lives.

From now on, people with Down syndrome not only have a new law, but also all that it implies: free access to education, public transportation and health care, free medicines, support guaranteed by the State, etc. And most importantly, the possibility of ending once and for all the inequality and inequity in terms of disability in our country.

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 cultural / social / political climate and the significance of the work within this context

Due to an old law in Argentina, people with Down syndrome are obliged to renew their disability certificate once a year. An absurd law, if we consider that Down syndrome is an irreversible genetic condition. And unequal, if we consider that it put at risk the rights of people with this condition, by denying them all their rights if they did not comply with this tedious paperwork.

At the same time, in a presidential election year, none of the candidates included disability among their campaign proposals. On the contrary, their promises were demagogic, complicated and mostly impossible to fulfill. Therefore, we took advantage of the electoral debate to develop an indicator capable of measuring, in real time, the difficulty of implementing them. And during the first election debate, we compared the complexity of what politicians were promising with our simple demand: a new disability law.

Describe the creative idea

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 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 results/impact

With a very limited budget, we managed to attract the attention of society and the media. Our claim reached the candidates, and also the Congress of the Argentine Nation. In record time, this new disability law was approved and implemented throughout the country. As a final result, we were able to impact more than 5 million people with disabilities, and 100% of people with Down syndrome, who will no longer have to renew their disability certificate, allowing them to have their rights recognized throughout their lives. From now on, people with Down syndrome not only have a new law, but also all that it implies: free access to education, public transportation and health care, free medication, support guaranteed by the State, etc.

Describe the long-term expectations/outcome for this work

Thanks to the implementation of this new law, we were able to meet the needs of more than 5 million people with disabilities and 100% of people with Down syndrome in our country.

People with disabilities in general and people with Down syndrome in particular, not only have a new law, but everything it implies: free access to education, public transportation, health care, free medicines, support guaranteed by the State, etc. throughout their lives, without having to resort to tedious paperwork that jeopardize these acquired rights. From now on and forever, future generations with disabilities will no longer have to renew their certificate or claim their rights.

Were the carbon emissions of this piece of work measured? For additional context, what consideration was given to the sustainable development, production and running of the work?

During this campaign, carbon emissions were not measured because they were not generated. This idea had no production materials as it was 100% digital content.

Thanks to the implementation of this new law we were able to meet the needs of more than 5 million people, and 100% of people with Down syndrome, in turn impacting the development and welfare of future generations with disabilities in our country.

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