1. Raising public awareness
Advertising
Raising public awareness
and
changing attitudes
towards
disability
Lisbon, October 2004

2. The main goal of the ´REAL LIVE MEDIA´ project is to improve the portrayal of people with learning or multiple disabilities in and by the media.
The second goal is to raise public awareness about the rights, responsibilities, potential and culture of disabled citizens in the European Union.
The third goal of the project is to act as a change agent to promote social inclusion and non-discrimination.

3. Can advertising have a role on the accomplishment of these goals?

4. Can advertising improve the portrayal of people with disabilities?

5. Can advertising raise public awareness about full right citizenship of people with disability?

6. Can advertising act as a promoter of social inclusion and non-discrimination?

7. YES!

8. Direct role Indirect role
Advertising can play 2 roles:
Direct role
By the implementation of specific social campaigns (Public and Social advertising)
Indirect role
By integrating social causes on Brands’ marketing strategies and advertising campaigns (Traditional, commercial advertising)

9. Advertising
Public and Social
role

10. Change the level of information – in quality and quantity
In this sense, advertising can:
Change the level of information – in quality and quantity
Change the level of conscience (cognition effects)
Change attitude or behaviours, permanently or temporarily
Change Values and convictions (long term effects)

11. to change disability Advertising is a powerful way
thanks to its capability of creating short term effects
is a powerful way
to change
people, organizations and governments in what concerns
disability

12. Advertising basic role has been to support private interests – basically economic, serving promoters goals

13. It “works” based on consumer aspirations and desires
“Defines” social categories
Their acceptable appearance
Their acceptable behaviours and consumptions

14. Then, how can advertising be an agent of change towards disability when working for private forces?

15. Good-will in public opinion
By making brands aware that they CAN HAVE a positive social intervention which, in result, will create
Good-will in public opinion

16. A small case study

17. Brand
National store chain of home textile (quality rugs, textile and decoration service)
Strategy
Main Target group: Families (house wife as decision taker)
Generic Goals:
To raise national awareness, amongst those segments already with an interest on the decoration subject (first buy; renewal; country/second house)
To generate traffic in the point of sale
To create consumer loyalty

18. How
Above the line Campaign:
annual Press campaign, in decoration and feminine segments using special “informational” formats - advertorials and ads
Below the line Campaign:
animation activities inside stores, in special occasions – Sales, Spring launches; Mothers’ Day; …
Direct Marketing:
Cascade of animation activities to stores’ data base

19. FENACERCI INTEGRATED CAMPAIGN
Communication axis – during children’s day period (about one week) by shopping in one of these stores, one was contributing to the well being of people helped by the institution
Above the line Campaign:
It was introduced a call-out in every advertorial

23. FENACERCI INTEGRATED CAMPAIGN
Communication axis – during children’s day period (about one week) by shopping in one of these stores, one was contributing to the well being of people helped by the institution
Above the line Campaign:
It was introduced a call-out in every advertorial
Below the line Campaign:
Posters animated windows; balloons were to be distributed to families with children in the stores’ surroundings

25. FENACERCI INTEGRATED CAMPAIGN
Communication axis – during children’s day period (about one week) by shopping in one of these stores, one was contributing to the well being of people helped by the institution
Above the line Campaign:
It was introduced a call-out in every advertorial
Below the line Campaign:
Posters animated windows; balloons were to be distributed to families with children in the stores’ surroundings
Direct Marketing:
Cascade of this information to stores’ client data base

26. FENACERCI INTEGRATED CAMPAIGN
Result: positive consumer response bringing…
To the brand:
Good will - recognition of social responsibility is “rewarded” by Public Opinion through more business
Positive brand awareness
To Fenacerci:
Recognition of its Social cause
Material benefits which can help to improve Fenacerci social action towards diability

27. Advertising reflects society – values, behaviours,… It’s its mirror!
But as a mirror, it also contributes for social modelling!
Let’s ALL do it!

28. Lisbon, October 2004