2. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium Good practices in communication campaigns Ignacio Velo Head of Unit International Programs and Projects ONCE FOUNDATION ivelo@fundaciononce.es

3. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium Summary  ONCE and Its FOUNDATION  Facts and figures  Universal Accessibility  Training and employment: FUNDOSA GRUPO  Operational Program Fight Against Discrimination (ESF)  Good practices in Communication for PWD  Lottery with a social goal  The prizes  The coupon social duty  Institutional Campaigns We will make three workshops

4. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium ONCE & its FOUNDATION O rganización N acional de C iegos E spañoles  Public law corporation  Since 1938 ( next year 75 anniversary  Main income from the lottery (cupón)  All kind of services to spanish blind people prevention, Education, vocational training, employment, Accessibility ( ICT, URBAN, ETC..)  In ONCE works more than 123,000 people (70% with disability)

5. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium Thanks to the lottery we can do a lot of things for PwD and their families

6. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium ONCE FOUNDATION  Since 1988 ( next year 25 anniversary)  It is ONCE’s act of solidarity with other disabilities instit. It is ONCE’s act of solidarity with other disabilities instit.  Income 3% from the lottery sales (yearly)  Great numbers: +30.000 projects +1,800 M€  Board= Main national disability organisations + public administration  2 main axes of activities UNIVERSAL ACCESIBILITY ( 40%) TRAINING AND EMPLOYMENT (60%)

7. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium  Board of trustees In addition to the ONCE itself, as founding entity, the principal organizations for disabled people are present in the ONCE Foundation, through its maximum governing body, the Board of Trustees. Some of these organizations are In addition to the ONCE itself, as founding entity, the principal organizations for disabled people are present in the ONCE Foundation, through its maximum governing body, the Board of Trustees. Some of these organizations are :  COCEMFE  COCEMFE (National Coordination Confederation for Physically Disabled People in Spain). COCEMFE  FEAPS ( Spanish Confederation of Organizations in Favor of People with Intellectual Disability). FEAPS  CNSE (National Confederation of Deaf People). CNSE  FIAPAS (Spanish Confederation of Parents and Friends of Deaf People). FIAPAS  FEAFES (Spanish confederation of families and people with mental illness) FEAFES  ASPACE (Spanish Confederation and Associations of people with cerebral paralysis) ASPACE  Also the Nacional Commitee for People with Disabilities CERMI and Ministry of Health, social affairs.CERMI

8. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium Facts and figures PROJECTS AND PLANS SINCE 1988FIGURES PROJECTS APPROVED SINCE 198826,468 AMOUNT APPROVED PROFITALLOCATION1,35 Billion € Amount approved Employment Plan762.9 M€ Amount Approved Accessibility Plan435.5 M€ Amount approved Institutional coop. Plan (1988-1999) 155.1 M€

9. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium Facts and figures EMPLOYMENT AND TRAINING SINCE 1988FIGURES TOTAL JOBS AND OCCUPATIONAL PLACEMENTS71,269 Jobs created and/or consolidated for disabled45,592 Jobs created and/or consolidated for non-disabled6,680 Occupational placements created / consolidated18,997 TRAINING COURSES CARRIED OUT6,292 TRAINING COURSE BENEFICIARIES54,198

10. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium Facts and figures ACCESSIBILITY (URBAN)FIGURES No. cities where accessibility building works carried out 797 No. especial accessibility plans carried out555 Housing adapted836 Projects approved - accessibility to Communication1,602 Projects approved - conferences and symposiums1,308 Projects approved - construction, refurbishment and equipping of residential, leisure and care centers 114 m €

11. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium Facts and figures ACCESIBILITY (TRANSPORT)FIGURES Financial aid for purchase of individual vehicles1,518 Financial aid for purchase of collective transport695 Eurotaxis implemented in Spain in last 6 years576 Municipalities in which a Eurotaxi has been approved301 No. municipalities with Eurotaxi implemented in last 6 yrs160 Eurotaxis approved since 19881,184

12. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium Accessibility  Advice on matters of design for all and universal accessibility  Promotion of research, development and innovation in design for all, universal accessibility and support products for people with disabilities  Training in design for all and universal accessibility  Promotion of the actions and representative projects  Publications which systemize knowledge.  Creation of networks and alliances

13. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium Universal Accessibility A concept that spans the possibility of learning about, enjoying and using venues, products and services, as well as “design for all” (40% F.ONCE annual budget).

14. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium Training and employment The ONCE FOUNDATION is strongly committed to creating an inclusive job market that, from the paradigm of equal opportunities and non-discrimination, tackles the employment of people with disabilities as an opportunity for everyone. The ONCE FOUNDATION is strongly committed to creating an inclusive job market that, from the paradigm of equal opportunities and non-discrimination, tackles the employment of people with disabilities as an opportunity for everyone.

15. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium Training and employment  The ONCE Foundation’s essential axes are:  To provide people with disabilities of a working age with a professional qualification and the necessary labour skills  To promote the creation of employment for people with disabilities, using the different channels and formula which exist in Spanish legislation;  To support the creation of occupational placements in collaboration with the entities of the interest groups of pwd and their families.

16. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium ESF Operational Program Fight Against Discrimination Some figures (all together…) 2000-2011 Beneficiaries: 572.357 - (54% women) Trained persons: 158.244 - (55% women) Achieved employment: 219.086 - (54% women)

17.  Total employees payroll in affiliated companies and those where Fundosa Group holds a stake: 14.280  Total employees payroll in affiliated companies and those where Fundosa Group holds a stake: 14.280  Percentage of employees with disabilities: 64 %  Fundosa Group turnover, in 2010: 300 million € FUNDOSA GROUP EU Montenegro Inclusive Education Services Project (EU – MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium

18.  Fundosa Group corporate effectiveness has encouraged established companies to hire people with disabilities.  Accessibility services  Commercialization services  Business services  Industrial sector  Free time services  Health & social services EU Montenegro Inclusive Education Services Project (EU – MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium

19. We base our model on the abilities of people  There is not a position for a person  But a person trained may occupy a job, according to their abilities. Our inclusión model EU Montenegro Inclusive Education Services Project (EU – MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium

20. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium Inclusion Campaigns and their Influence on Disabled Persons. Goals:  Improving self-esteem: first step towards inclusion  Self-motivation for lottery coupon sale.  Positive stimuli creation in the near environ  Role of social mediators  Fighting prejudice

21. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium Disabled persons and Labour Markets  Employment and its referential role  Employment indicators (official and real)  Entrepreneurs as strategic players  Economic consequences of labour inclusion: savings + productivity savings + productivity

22. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium Lottery coupon specific campaigns: formal & rhetoric varieties  CUPON EXTRAORDINARIO 1984CUPON EXTRAORDINARIO 1984  CUPONAZO (“QUEUE” 1987)CUPONAZO (“QUEUE” 1987)

23. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium Lottery coupon specific campaigns: formal & rhetoric varieties  Dramatization of the Prize  Dramatization of the Gambling Fantasy  Dramatization of the Joy of Winning  Dramatization of the Ultimate Profit (enjoying the prize)

24. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium Lottery coupon specific campaigns: formal & rhetoric varieties  Dramatization of the Prize  CUPONAZO DOUBLES CAMPAIGN (LOS DOBLES DEL CUPONAZO) CUPONAZO DOUBLES CAMPAIGN (LOS DOBLES DEL CUPONAZO)

25. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium Lottery coupon specific campaigns: formal & rhetoric varieties  Dramatization of the Gambling Fantasy  SUMMER SONG CAMPAIGN (CANCIÓN DEL VERANO) - 2003 SUMMER SONG CAMPAIGN (CANCIÓN DEL VERANO) - 2003  CALL IT FANTASY CAMPAIGN (LLÁMALO ILUSIÓN) - 2006CALL IT FANTASY CAMPAIGN (LLÁMALO ILUSIÓN) - 2006

26. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium Lottery coupon specific campaigns: formal & rhetoric varieties  Dramatization of the Joy of Winning LIFE’ S JUST THE BLINK OF AN EYE CAMPAIGN (SI LA VIDA SON DOS DÍAS)

27. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium Lottery coupon specific campaigns: formal & rhetoric varieties  Dramatization of the Ultimate Profit (enjoying the prize)  SPRING EXTRA COUPON CAMPAIGN (CUPON EXTRAORDINARIO PRIMAVERA) - 2004 SPRING EXTRA COUPON CAMPAIGN (CUPON EXTRAORDINARIO PRIMAVERA) - 2004

28. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium Using Testimonial Format to activate inclusion. Rational and emotive stimuli.  Make the presence of disabled people in mass media become normal. Their sole presence fights dominant stereotypes, showing disabled persons free of accustomed topics.  ONCE’ S COUPON SOCIAL DUTY ONCE’ S COUPON SOCIAL DUTY

29. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium WE WILL DEVELOP OUR OWN FUNDRAISING CAMPAIGN or try  Every 4/5 make a script for fundraising campaign  1 blank paper 1 43 2 20 minutes !!!!!!!!!

30. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium Using Testimonial Format to activate inclusion. Rational and emotive stimuli.  In a second stage, audience becomes familiar with the everyday presence of disabled individuals in their own context — though this occurs in an interposed way, through mass media — and begins recognizing them as not as group — as had been until then — but as individuals.  O.N.C.E. INSTITUTIONAL CAMPAIGN 1999O.N.C.E. INSTITUTIONAL CAMPAIGN 1999

31. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium Using Testimonial Format to activate inclusion. Rational and emotive stimuli.  This enables them to progressively broaden their knowledge about disabled persons and the way they think and live.  O.N.C.E. INSTITUCIONAL CAMPAIGN 1985O.N.C.E. INSTITUCIONAL CAMPAIGN 1985

32. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium Using Testimonial Format to activate inclusion. Rational and emotive stimuli.  After years of successive campaigns, the audience eventually links up with, and creates common elements between, themselves and disabled persons shown in the testimonials, becoming identified with them and their problems  INSTITUTIONAL CAMPAIGN 2000 INSTITUTIONAL CAMPAIGN 2000  INSTITUTIONAL CAMPAIGN 2004 INSTITUTIONAL CAMPAIGN 2004

33. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium Christmas - specific campaigns  Through the use of evoking content, the coupon seller appears as a «dream achiever»  CHRISTMAS CAMPAIGN 1996CHRISTMAS CAMPAIGN 1996  CHRISTMAS CAMPAIGN 2003CHRISTMAS CAMPAIGN 2003

34. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium Inclusion Campaigns: from the Paralympic Hero to the disabled individual next door  Olympic values as social referent changers (‘four-step’ analysis)  Building a new archetype of disabled person. Techniques, elements & processes  Archetype culmination: 1992 Olympics

35. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium Inclusion Campaigns: from the Paralympic Hero to the disabled individual next door  1st PARALYMPICS CAMPAIGN 19901st PARALYMPICS CAMPAIGN 1990  2nd PARALYMPICS CAMPAIGN 19922nd PARALYMPICS CAMPAIGN 1992  PARAOLYMPICS CAMPAIGN 2000PARAOLYMPICS CAMPAIGN 2000

36. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium Physical Barrier Fight Sensibilization  In quantitative terms, low budget and scarce presence in the media have been traditionally commonplace in barrier elimination campaigns. Thus, most of them have resorted symbolic dramatization to transmit their message.  The «Walls» commercial magnifies the barrier that a curb border represents for a person on a wheelchair  BARRIER ELIMINATION CAMPAIGN BARRIER ELIMINATION CAMPAIGN

37. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium Sensibilization for Equality in Opportunities for Employment  Commercials compared the worlds of workers with and without disabilities, explaining why the former could be even more productive than the latter.  1994 FONCE INSTITUTIONAL CAMPAIGN 19941994 FONCE INSTITUTIONAL CAMPAIGN 1994

38. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium Sensibilization for Equality in Opportunities for Employment  One of Fundación ONCE’s most memorable testimonials was the «Ready, Steady, Go!» campaign (October - November 1996) and its follow-up campaign «There is still a lot to do» (May - June 1997).  READY STEADY GO 1996 READY STEADY GO 1996  THERE IS STILL A LOT TO DO 1997 THERE IS STILL A LOT TO DO 1997

39. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium Sensibilization for Equality in Opportunities for Employment  After the first campaign Ready steady go from 1996 Once realize that we went to far from the ideal situation from de commercial, even institutional, the reality were.  READY STEADY GO 1996 READY STEADY GO 1996  For this reason the 1997 campaign we turned a little bit and said who was disable but there were a lot to do.  THERE IS STILL A LOT TO DO 1997 THERE IS STILL A LOT TO DO 1997

40. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium  The 1998 Campaign insisted in a long-used double-view approach:  1) The overqualified job seeking person with disabilities («If a trained person is what you need, here you have two», that is, a good professional and a fighter)  2) One step further in making more explicit the «Ready, Steady, Go!» campaign, turning rhetorically around a job ad («When do we start?»).  FUNDACIÓN ONCE 1998 INSTITUTIONAL “WHEN DO WE START” CAMPAIGN (“CUANDO EMPEZAMOS”)FUNDACIÓN ONCE 1998 INSTITUTIONAL “WHEN DO WE START” CAMPAIGN (“CUANDO EMPEZAMOS”) Sensibilization for Equality in Opportunities for Employment

41. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium The evolution of Once’s language  Similarities of people with disabilities life's and people with no disabilities in order to promote employment  Target fighting prejudices at work  1994 INSTITUCIONAL 1994 INSTITUCIONAL 1994 INSTITUCIONAL

42. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium The evolution of Once’s language  Along these years Once has change the language in order to appropriate with the reality and with the society:  BABY CAMPAING ( 1989) :From although he/she is blindBABY CAMPAING ( 1989) :From although he/she is blind To…….- He is DISABLED so what… To…….- He is DISABLED so what…  To…….- He is DISABLED so what…To…….- He is DISABLED so what…

43. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium The evolution of Once’s language  Along these years Once has change the language in the beginning the ONCE was in the first place and thanks to it people with visual impairments or with other disabilities could reach different levels of education, jobs etc…  O.N.C.E. INSTITUCIONAL CAMPAIGN 1985 O.N.C.E. INSTITUCIONAL CAMPAIGN 1985  To put the person in the first place, and ONCE and a collaborator more….  FUNDACION ONCE INSTITUTIONAL 2005 FUNDACION ONCE INSTITUTIONAL 2005

44. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium WE WILL DEVELOP OUR LOGO !!!!!!!!!!!!!!!!!!  Every 4/5 design a logo and a message  1 blank paper mesagge 20 minutes !!!!!!!!! logo message

45. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium Values of the society  The main target of the campaigns should be change values with in the society, and it is not possible to do it in 2 or 4 campaigns.  It is only possible to make it after years of work, sensibilisation and of course with the people with disabilities ready to be integrated in the society. (Trained, independent and capable to develop several jobs)  Also is necessary to break a lo of barriers, prejudices from the same society we want to integrated with.

46. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium Values of the society  Changing mentality in entrepreneurs and still fighting against prejudices  1999 INSTITUTIONAL 1999 INSTITUTIONAL 1999 INSTITUTIONAL  2011 INSTITUTIONAL 2011 INSTITUTIONAL 2011 INSTITUTIONAL

47. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium Other Institutional Campaigns for the Visually Impaired  ONCE INSTITUTIONAL CAMPAIGN 1990 ONCE INSTITUTIONAL CAMPAIGN 1990 ONCE INSTITUTIONAL CAMPAIGN 1990  ONCE INSTITUCIONAL 1992 ONCE INSTITUCIONAL 1992 ONCE INSTITUCIONAL 1992  ONCE INSTITUCIONAL CAMPAIGN 2002 – “STILL A LOT TO DO” (“QUEDA MUCHO POR HACER” ONCE INSTITUCIONAL CAMPAIGN 2002 – “STILL A LOT TO DO” (“QUEDA MUCHO POR HACER” ONCE INSTITUCIONAL CAMPAIGN 2002 – “STILL A LOT TO DO” (“QUEDA MUCHO POR HACER”

48. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium Other Christmas Institutional Campaigns Xmas 1990 Xmas 1990 Xmas 1992 Xmas 1992 Xmas 1994 Xmas 1994

49. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium OTHER INSTITUTIONAL CAMPAIGNS FUNDACIÓN ONCE 1987 PICTOGRAM 1987 PICTOGRAM 1991 INSTITUCIONAL 1991 INSTITUCIONAL 1994 INSTITUCIONAL 1994 INSTITUCIONAL

50. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium 1999 INSTITUTIONAL 1999 INSTITUTIONAL 2001 INSTITUCIONAL 2001 INSTITUCIONAL 2003 INSTITUTIONAL 2003 INSTITUTIONAL OTHER INSTITUTIONAL CAMPAIGNS FUNDACIÓN ONCE

51. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium 2008 INSTITUTIONAL 2008 INSTITUTIONAL 2009 INSTITUCIONAL 2009 INSTITUCIONAL 2010 INSTITUTIONAL 2010 INSTITUTIONAL OTHER INSTITUTIONAL CAMPAIGNS FUNDACIÓN ONCE

52. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium OTHER COMMUNICATIONS & PUBLIC RELATIONS ACTIONS IN PARALEL TO PUBLICITY CAMPAIGNS Public Relations actions: target:  Support and development of projects with other institutions and organizations in affinity,  Reach opinion leaders and persons capable of transmitting the ONCE message,  Connect with social groups critical for the normalization of disabled persons

53. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium OTHER COMMUNICATIONS & PUBLIC RELATIONS ACTIONS IN PARALEL TO PUBLICITY CAMPAIGNS Public Relations Actions, target groups:  Social leaders and professional groups,  Children  General public

54. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium OTHER COMMUNICATIONS & PUBLIC RELATIONS ACTIONS IN PARALEL TO PUBLICITY CAMPAIGNS Oriented to social leaders and professional groups,  Constant presence of ONCE in professional groups that can contribute to solve disabled people’s problems, through direct marketing mailings, participation in events and congresses, etc. addressing:  Physicians and rehabilitators  Entrepreneurs capable of promoting employment of disabled people  Architects and engineers that can facilitate the elimination of physical barriers.  ONCE focuses on opinion leaders and social intermediaries (authorities, journalists...) as a means of influencing on society and thus generating a favourable opinion towards their activities.

55. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium OTHER COMMUNICATIONS & PUBLIC RELATIONS ACTIONS IN PARALEL TO PUBLICITY CAMPAIGNS Actions oriented to children Actions oriented to children :  With a view to the future and considering that fighting stereotypes is easier during childhood, ONCE has implemented an extensive programme in schools through yearly contests on various topics such as plastic (drawing) and literary expression and the creation of work pieces for the media.  Since 1984 (5,000 participants) until 1998 (300,000), more than 1,200,000 pupils have participated in these activities directly focused in fighting and eliminating prejudices regarding disabilities.

56. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium OTHER COMMUNICATIONS & PUBLIC RELATIONS ACTIONS IN PARALEL TO PUBLICITY CAMPAIGNS Oriented to generalpublic Oriented to general public  Most prominent are periodic campaigns aimed at persuading to undergo blindness- preventing ophthalmologic explorations — generically known as «Vision 96», «Prevention 98», etc.— some of them supported by TV nation-wide campaigns

57. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium OTHER COMMUNICATIONS & PUBLIC RELATIONS ACTIONS IN PARALEL TO PUBLICITY CAMPAIGNS Sponsoring athletes and sporting programmes Sponsoring athletes and sporting programmes  The turning point came when ONCE initiated a close collaboration with the Barcelona ‘92 Olympic Committee (COOB 92) to organize the Disabled Paralympics Games, through an agreement signed with Spain’s Olympic Sports Association (ADO) for the promotion and sponsoring of the Spanish Olympic Team.  This new commitment also took shape in various - already mentioned- publicity campaigns by Fundación ONCE between 1990 and 1992.

58. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium Social Publicity and language use: disability Disabilities are NOT:  Deadly  Contagious  Necessarily hereditary  Necessarily irreversible  A life-lasting punishment or guilt Associated to negative connotations generally due to ignorance, superstition, prejudice and cultural factors, thus building invisible, hard to overcome barriers. A person with a disability:  Is not necessarily mentally or physically less capable than others.  Must not be considered as a hero or an assistance-receptor.

59. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium  “Disability”: defined in the August 2006 UN General Assembly.  Eradicate long-used terms: crippled, handicap, handicapped, mad, blind, abnormal, mutilated, deaf, etc.  Use of ”Person with a disability” / + specific kind of disability, more or less severe: visual/hearing impairment, physical, mental, etc. Social Publicity and language use: disability

60. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium  Daily presence of social matters in equal conditions as other political or economic issues.  Loudspeaker of social issues (disabilities, women, immigrants, children, elder, drugs, etc.).  Fight stereotypes that prevent vulnerable groups from its inclusion in equal conditions as the rest of the population.  Good practices in terms of the language use and sensibility (not pity) regarding the disabled.  Highlight the individual as a valuable person  Remove negative or equivocal connotations. Social Publicity and language use: disability

61. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium WE WILL WRITE DOWN AN ARTICLE ABOUT  Employment people with disabilities- Agreement with big enterprises  Accessible University program for PwD  New inclusive Education Policy in Montenegro  A new congressman-woman with disability at the parliament  Results of the Paralympics games

62. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium EXAMPLES OF ONCE IN INTERNET www.once.es

63. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium EXAMPLES OF ONCE IN INTERNET www.fundaciononce.es

64. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium EXAMPLES OF ONCE IN INTERNET www.portalento.es

65. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium EXAMPLES OF ONCE IN INTERNET www.discapnet.es

66. EU Montenegro Inclusive Education Services Project (EU - MIESP) An European Union funded project managed by the EU Delegation to Montenegro and implemented by S.I.C.I. Dominus Consortium Good practices in communication campaigns Thank you Ignacio Velo Head of Unit International Programs and Projects ONCE FOUNDATION ivelo@fundaciononce.es