Direct > Best Use of Direct Marketing

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PUBLICIS IMPETU, Montevideo / ALEJANDRA FORLAN FOUNDATION / 2013

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Overview

Credits

OVERVIEW

ClientBriefOrObjective

In 1989, Uruguayan Parliament approved the law for the Integral Protection of Disabled Persons. But 22 years later it wasn't put into practice. So, accessibility becomes a political problem that depends on the authorities. We need them to put the law in practice as soon as possible.

Execution

We needed to create awarness of accesibility in parliament, City Authorities and national government. It´s a small group of people, but a very important one. We need them to remind the situation and put the issue again in the political agenda. A ramp in every authority's office is a strong message for them, impossible to ignore.

Implementation

As a part of a huge campaign for accessibility, we created a special Direct idea. We sent the complete text of the law politicians and government people. It was made in a special way: a ramp, that was designed and collocated on their offices. That would remind them of the benefits society could have if the law was being applied.

Outcome

This action was part of a bigger campaign, so we can´t measure its results individually. After the campaign, accessibility has become again part of the public agenda. The press started talking about accessibility and different authorities started working on the issue. As a result, different public places started to make changes and became more accessible for disabled people. As an example, in Montevideo were made a lot of ramps in public buildings, in beaches and the Government launched a Magazine called "Ramp" focused on accessibility. This is a long term project, but we are moving forward very quickly.

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