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 Film
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 June 2012

Awards

Cannes Lions 2012
Promo and Activation Lions Charities Bronze

Credits & Description

Type of entry: Product & Service
Category: Charities
Advertiser: PARALIFE FOUNDATION
Product/Service: DISABILITY UNEMPLOYMENT AWARENESS
Agency: PUBLICIS MEXICO, MEXICO
Advertiser PARALIFE FOUNDATION
Product DISABILITY UNEMPLOYMENT AWARENESS
Entrant PUBLICIS MEXICO, MEXICO
Type of Entry: Product & Service
Category: Charities
Title: I WILL WORK FOR FREE
Advertiser/Client: PARALIFE FOUNDATION
Product/Service: DISABILITY UNEMPLOYMENT AWARENESS
Entrant Company: PUBLICIS MEXICO, MEXICO
DM/Advertising Agency: PUBLICIS MEXICO, MEXICO

Executive Creative Director: Héctor Fernández (Publicis México)
Creative Director: Jessica Apellaniz (Publicis México)
Creative Director: Luís "madruga" (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)

Describe the brief from the client
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 of the foundation was to increase the number of job offers for the disabled by 25%.
 
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.




Describe the creative solution to the brief/objective.



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.
 




Describe the results in as much detail as possible.



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.




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.
 
So, we decided to make a “free-trial”.