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

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.

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

Can advertising improve the portrayal of people with disabilities?

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

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

YES!

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)

Advertising Public and Social role

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)

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

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

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

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

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

A small case study

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

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

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

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

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

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

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

Lisbon, October 2004