ParaLife Foundation: I will work for free

Publicis Mexico

Advertiser: ParaLife Foundation
Brand: ParaLife Foundation
Country: Mexico

Objectives

The ParaLife Foundation is a very small not-for-profit organization that is dedicated to helping people with disabilities find suitable work and further their employment prospects. Prior to the campaign the charity, only established in two months, had limited visibility and almost non-existent awareness within the communities that it intended to help. This was demonstrated by the fact that until 2010 75% of disabled people were either unemployed or underemployed.

Our main objectives for the campaign were:

  • Increase awareness of the Foundation amongst key stakeholders including recruiters, employers and the disabled community.
  • Increase disabled employment by 25% year on year to August 2011.

Strategy