Foundation “Integration” – a Polish non-profit organization that has been supporting empowerment and activation of disabled people for the last 20 years – presented a really surprising approach towards the problem of job recruitment among people with disabilities in the latest campaign “I’m not asking to be a firefighter”. Most public service ads which speak of disability are… let’s face it – depressing. They play with our feelings and leave us dreary.
“I’m not asking to be a firefighter” is… completely different. In a short movie people with disabilities try to deal with duties of a firefighter – every kid’s “dream job”. And they… fail, obviously, in a really comic, slapstick way. “Am I allowed to laugh?” – you may ask yourself, giving proof to a taboo which bans disabled people from the most natural way of self-expression – joking around. However, as we arrive at the ad’s finale, we learn that it was just an act of self-mockery – a generally appreciated mature sense of humor. And so, through laughter and amusement, people with disabilities themselves point out their difficulties with getting to and moving around the labour market.
By addressing their potential employers directly, they get to the heart of the campaign: the promotion of employment of people with disabilities through an online recruitment service (for potential employees and employers). The story, along with the interviews with it’s heroes, were featured in the news across the biggest Polish TV stations.
Journalists managed to reach members of the highest level of Polish authorities, who admitted on-air that the problem is real and there are things – on the governmental level – that can and should be changed. The campaign was received with enthusiasm – especially among disabled people and their families, who were happy to see this new and feisty approach.
Creative Director:Aleksander Frydrych
Creative:Magda ‘Bronka’ Braniewska
Agency Producer:Marta Bresińska
Creative Concept:Aleksander Frydrych, Magda ‘Bronka’ Braniewska
Production Company:Lucky Luciano Pictures
Producer:Michał Sitek, Arleta Robinson
Production Assistant:Marcin Nowak
Postproduction:DI Factory, Locomotiv
Focus Puller:Jan Kozlovsky
Props Master:Piotr Kowalewski
Camera Assistant:Michał Studniarek
Music research:Ewa Kowalewska-Kondrat
Special Effects:Jacek, Tomasz, Janusz Bykowscy
Wardrobe Stylist:Marcin Żak
Makeup Artist:Ewa Drobiec
Colorist:Fred van Eeden
Casting:Katarzyna Psoda, Studio Horyzont, DeltaOne, Walk Digital
Sound Fx:Sound Tropez
Sound Mix:Sound Tropez
Stunt Coordinator:Tomasz Krzemieniecki
Web Designer:Piotr Pogorzelski, Szymon Rajca