I WILL WORK FOR FREE by Publicis Mexico for PARALIFE FOUNDATION

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I WILL WORK FOR FREE

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Industry Racial/Ethnic/Handicapped/Minority Awareness
Media Promo & PR, Case study
Market Mexico
Agency Publicis Mexico
Executive Creative Director Hector Fernandez
Creative Director Gabriel Ramos- Jessica Apellaniz
Art Director Perla Peregrina
Copywriter Alan Alexis Ramírez Mendoza
Producer Valeria Chavez, Carolina Fox
Account Supervisor Selene Cuadra
Released October 2011

Credits & Description

Category: Best Integrated Campaign Led by PR
Advertiser: PARALIFE FOUNDATION
Product/Service: DISABILITY UNEMPLOYMENT AWARENESS
Agency: PUBLICIS MEXICO
Executive Creative Director: Héctor Fernández (Publicis México)
Creative Director: Jessica Apellaniz (Publicis México)
Creative Director: Luís "madruga" Enríquez (Publicis México)
Copywriter: Alan Alexis Ramírez Mendoza (Publicis México)
Art Director: Perla Peregrina (Publicis México)
Account Supervisor: Selene Cuadra (Publicis México)
Advertiser's Supervisor: Stefany Solís (Publicis México)
Advertiser's Supervisor: Paulina Arce (Publicis México)
Executive Account Director: Juan Carlos Tapia (Publicis México)
Planner: Magdalena Barceló (Publicis México)
Producer: Valeria Chávez (The Lift)
Producer: Carolina Fox (The Lift)
Film Director: Toto García (The Lift)
Audio: Alfonso Lugo (Durazno 64)
Audio: Hans Mues (Durazno 64)
Monster Gc: Monster Gc (Monster Gc)
Illustration: Armando Leal (Publicis México)
Media placement: Social Media. - Facebook And Twitter - 7 October - 7 November 2011
Media placement: Digital PR. - www.cartaderecomendacion.net - 7 October - 7 November 2011
Media placement: Digital PR - www.eluniversal.com - 12 November 2011
Media placement: Outdoor Posters - Mexico City - 7 Octuber 2011
Media placement: Press - Ecos (Clasified section) - 10 October 2011

Summary of the Campaign
Unemployment in Mexico is a problem that's growing by the year. Getting a job is even more difficult for people who have a disability, as employers tend to think they can´t perform efficiently in a job.

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 was to increase the number of job offers for the disabled.

In order to get a job in Mexico, it’s very valuable to have a recommendation letter, even more important than a good resume.

So we came up with the idea of creating the greatest letter of recommendation for disabled people ever.

But how would we obtain it if they are not given the opportunity to display their skills?

By working for free!

We looked for someone with a disability and found Xicani Godinez, he would offer his services in exchange for a letter of recommendation. And we advertised in outdoor, press, social networks and YouTube.

The campaign “I will work for free, my payment is your recommendation” exceeded the expectations. In less than a week Xicani got 25 job offers. The media talked about it and with an investment of 3000 dollars, we generated more than 400,000 dollars worth of free media.

The Situation
Unemployment is a problem that’s growing in the country, and it’s even worse for people with disabilities.

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.

The Goal
Mexico is a really social country, “who you know” is more important than “what you know”.

We analyzed what people in Mexico do to get a job, what they put on their resumes and what employers look for. And we found that the most relevant thing in an application for a job is a recommendation letter, not necessarily the resume.

So, we would generate the greatest recommendation letter for the disabled ever.

The Strategy

In order to make the greatest recommendation letter we needed thousands to participate, but to achieve this we needed to demonstrate why people with disabilities deserved that recommendation.

The problem was that we only had 3,000 dollars. 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.

The message was:

“I will work for free, my payment is your recommendation.”

Execution
We looked for someone with a disability -Xicani Godinez- who would offer his services in exchange for a letter of recommendation.

We made a video of him offering this, and uploaded it to YouTube.

Simultaneously we placed posters in places where people usually offer and search for jobs.

We also advertised in press, in the classifieds section.

All of the above (YouTube, outdoor, press) directed the audience to the website: www.cartaderecomendacion.net where they could find the video and a place to leave and sign a letter of recommendation.

As expected, the message “I will work for free” created controversy and the media immediately started talking about it. In less than a week Xicani had 25 formal job offers.

Xicani worked in many of them and we created his facebook and twitter profiles, so people could follow his work in the web.

The campaign collected 5,000 letters of recommendation.

Documented Results
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.

Inclusions tripled this year’s objectives: instead of 25% increase in a year, we achieved 68% in just two months.

Two international companies stared working with the foundation to hire people with disabilities.
Xicani finally accepted the best job proposal and is actually working there; and he also hosts a radio show about handicap life and support.

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