In Curitiba, one of the largest state capitals in Brazil, over 400,000 disabled people have their rights disrespected every day. Several campaigns had been made to change this scenario. The result? None. It was time for a radical attitude. We created an anti-campaign and launched the Movimento pela Reforma de Direitos (Rights Reform Movement), an organization that advocated the end of the rights of disabled people.
With a single billboard and a fan page on Facebook, the MRD took over social media and Brazilian TV news. Millions of people came out defending disabled people’s rights. The next step: revealing who was behind the campaign. The truth shocked the whole country: the entity behind this fake organization was the Council for the Rights of Disabled People, formed only by people with a disability. The impact was greater than before and mobilized Brazil.
Creative Directors:Ricardo Soletti, João Pedro Vargas
Associate Creative Director:Conrado Schnarndorf
Art Director:Eduardo Dewes
Copywriter:João Ricardo Mello, Conrado Schnarndorf
Digital Content:Renata Celidonio
Account Directors:Fernanda Gobbi, Debora Masiero
Account Executive:Simone Kanda
Media Director:Renata Schenkel
Digital Planner:Geruza Sbroglio
Media:Anne Louise Borges