CAPABLE by Shackleton Spain for Foundation Once

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CAPABLE

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Industry Charities, Foundations, Volunteers, Racial/Ethnic/Handicapped/Minority Awareness
Media Direct marketing
Market Spain
Agency Shackleton Spain
Director Juan Nonzioli
Executive Creative Director Alfonso Marian
Art Director Tania Riera
Copywriter Natalia Rodriguez
Photographer Bernardo Ajo
Released December 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: ONCE FOUNDATION & FSC INSERTA
Product/Service: DISABILITY AWARENESS CAMPAIGN
Agency: SHACKLETON
Date of First Appearance: Dec 21 2009 12:00AM
Entrant Company: SHACKLETON, Madrid, SPAIN
Entry URL: http://www.judgingishard.com/campana/cannes/capable
Chief Creative Officer: Juan Nonzioli (Shackleton)
Executive Creative Director & Copywriter: Juan Nonzioli (Shackleton)
Copywriter: Natalia Rodriguez (Shackleton)
Art Director: Tania Riera (Shackleton)
TV Production Manager: Manuela Zamora (Shackleton)
TV Producer: Cristina Cortizas (Shackleton)
Brand Manager: Elvis Santos (Shackleton)
Account supervisor: Sheila Alvarez (Shackleton)
Director: Juan Nonzioli (Shackleton)
Creative Director & Copywriter: Monica Balanzategui (Shackleton)
Online copywirter: Marina Fornet (Shackleton)
Art Directors: Lucia Agudo, Alberto Talegón (Shackleton)
Online Art Directors: Oscar Moreno, Margui Mora, Beatriz Rodriguez (Shackleton)
Executive Creative Director: Alfonso Marian (Shackleton)
Graphic & Event Production Manager: Itxaro Vicuña (Shackleton)
Graphic Producers: Susana Herraez, Ana Pérez (Shackleton)
Photographer: Bernardo Ajo
Digital Project Manager: Sascha Kraft (Shackleton)
Online Account Executive: Ana Caballero (Shackleton)
Media placement: Documentary - Campaign Website - 21/12/2009 And Ongoing
Media placement: TV Spot - 1 Shot - Spanish National Tv - 21/12/2009
Media placement: Mailing 1 Shot - Business Professionals And HR Managers - 21/12/2009
Media placement: Web - Internet - 21/12/2009
Media placement: Emailings 2 Shots - Company Managers - 21/12/2009
Media placement: Documentary - Aired On Spanish State TV In Primetime - 14/02/2010

Describe the brief/objective of the direct campaign.
The objectives of the FSC Inserta Program for Talent from the ONCE Foundation were: - To make it easier for disabled people to access the labour market. - To raise awareness and draw business owners’ and employers’ attention to the numerous advantages of employing this segment of the population. - To inform disabled people looking for work about how to go about seeking employment. Target audience: The general public, the business community and disabled persons (comprising around 4 million in Spain including their families).

Explain why the creative execution was relevant to the product or service.
What started out as a conventional campaign to raise public awareness, with a humble budget, became - at the agency´s proposal - a documentary. The aim of the campaign was to show the talent of the people with disabilities to the employers and to prove that limitations aren’t in people themselves, but in the prejudices and the environment surrounding them. We proved it by showing 3 very well known and highly talented top executives confronted with the challenge of a disability. Their experience gave millions of viewers a first-hand insight into the needs of disabled people.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
However hard we try to 'sell' the benefits of employing disabled people to the business community in Spain they won’t do so unless we manage to eliminate their prejudices. We confronted 3 successful business professionals with their daily business activities simulating a disability that each of them has to live with during a typical working day. The result was filmed in a documentary titled 'CAPABLE' where these professionals, with the help of a disabled person, were able to carry out top management responsibilities relevant to their jobs. The campaign used TV, outdoor, radio, Internet, mailing to opinion leaders and PR.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
- 114 campaign repercussions across a wide range of Spanish media (TV, radio, print and digital press). - 55,993 web page visits - 65.84% increase in the number of employment offers from companies to disabled people - 64.26% increase in the number of job positions offered by external companies to disabled people - 51.44% increase in the number of disabled people who signed onto the job register - Due to the campaign’s phenomenal success the Spanish state TV channel TVE ran the documentary at prime time on a peak audience day and (14th February at 21:30 in LA 2).