Campaign debut in the month of Fight for People with Disabilities
Diversity, respect, inclusion. These are the values defended by the new campaign that Globo airs in the month of Fight for People with Disabilities. According to data from the Brazilian Institute of Geography and Statistics (IBGE), there are more than 17 million people with some type of disability in Brazil. Plural people, with different types of disabilities.
With the theme ‘P de Pessoa’, the campaign combats pre-judgment about the capabilities of people with disabilities and argues that no one should be defined by their condition. In the film, narrated by actor Luciano Mallmann, who is part of the cast of ‘Elas por Elas’, the letter P stands out and transforms, reminding us that the person always comes before their condition. The campaign will be broadcast on TV Globo, on subscription channels and will be disseminated on the company’s official profiles on social media.
“Using the power of Globo, which talks to 80 million people every day, to amplify the message of combating intolerance and prejudice is a gain for society as a whole. It is necessary to avoid the use of disrespectful terms and expressions, combat ableist attitudes , understanding that representation transforms our society for the better”, declares Cristovam Ferrara, Social Value leader at Globo. It is very representative that Globo launches a campaign focusing on people with disabilities, one of the priority groups for the company when it comes to diversity and inclusion, a commitment to our ESG Agenda”, concludes the executive.
