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Why is it NORMAL TO BE DIFFERENT? Because every human is unique. The sole characteristic that unites us is DIVERSITY. (normal in the sense of usual, ordinary, we are all different, so it is normal to be different)
An unprecedent study in the world done by a renowned research institute in Brazil, ordered by the Brazilian Ministry of Education, found generalized prejudice in the school environment in Brazil (99,3%). This prejudice is keeping historically excluded groups to succeed in life. IT IS URGENT that all society unites to tackle this difficult question.
WHO ARE WE? Women and men Boys and girls Young and old Whites, blacks, Indians, Asians Persons with disabilities Lesbians, gays, transexuals and tranvestites Indiginous people and different ethnic groups Jews, christians, muslims, protestants, atheists Rich and poor Literate and illiterate Immigrants and tourists Doctors and house wives Taxi drivers and delivery persons The smart, the sick, the homeless, the fat, the myopic, the tall, the retired... Persons from all populations Crowd
Are persons with Down syndrome normal? “Some are and some are not.” Rodrigo, 26, surfer with Down syndrome “I want to be seen as a human being. Enough of being seen as an alien.” Ana Paula Crosara, attorney, university professor, human rights activist, quadriplegic
Why do they think that? Because “NORMALITY”, that is, BELONGING TO A GROUP, depends on one thing: INCLUSION
People are excluded from society in many ways. The most common one is through poverty and lack of opportunities. Raquel Grabois a white girl with Down syndrome, student of public regular school, smiling between her friends, two black boys.
Equal Opportunities To ensure a fair selection process, everyone has to do the exact same task: climb that tree. Functional Diversity Environment
So why even in rich countries, persons with disabilities are the most excluded group? Because the major barrier separating persons with disabilities is attitude: PREJUDICE
6 black ducks are on their backsides on the top of a short stone wall. A yellow duck acts as if he wants to climb on the wall with the obter ducks.
Even though all international organizations, governments and societies agree that the inclusion of persons with disabilities is a right and a need, THERE HAS NEVER BEEN a worldwide effort to tackle this question
InstitutoMetaSocial, from Brazil, in partnership with Public Relations Agency Giovanni+DraftFCB International and Globo Network, presents a worldwide project to promote INCLUSION
WHAT IS IT? International Campaign for Inclusion for All, a Coordinated Worldwide Effort pro Inclusion, preferably launched by Presidents Luiz Inácio Lula da Silva and Barak Obama (to be confirmed) HOW? Global, Solidary and Collaborative Advertising Campaign, with no cost, through partnerships among International Organizations, Governments, Companies, Society, Press and Midia GOAL To Fight Prejudice and Exclusion , making Persons with Disabilities more visible, and promoting Sustainable Development and to promote the UN Convention on the Rights of People with Disabilities
Foster Collaboration and Cooperation among Peoples, Governments, Companies, Non Profit Organizations, Mass Media and Society in general
Promotion of Citzenship and Inclusive Development, turning Inclusion into a Natural Act
Persons with disabilities are still invisible to society
They represent 10% of the world’s population, constituting the largest “minority”
Many still believe that they are second class citizens, and should be segregated
6 people with their heads touching and looking down on a embrace look at the camera and smile: a black middle age man, an Asian young woman, a blond white girl with glasses, a young white man with Down syndrome, a black middle age woman and a white elderly man.
Brazil had an important role on the elaboration of the UN Convention on the Rights of Persons with Disabilities and ratified the treaty with constitutional status
It is one of the most advanced among developing countries on public inclusive policies
It is a leader in Latin America and has good transit with African countries
WHY THE US ?
The US has the largest economy in the world. What happens there reverberates at a global level
The country has been advancing quickly towards tolerance, respect to diversity, accessibility and inclusive policies
What the US does has great impact among other countries
The US government has recently signed the Convention on the Rights of Persons with disabilities
WHY LULA AND OBAMA ?
Lula and Obama are successful examples of the possibilities of INCLUSION
They are leaders whose personal histories were marked by fighting against prejudice and exclusion
Instituto MetaSocial invites Presidents Lula and Obama to lead “IT´S NORMAL TO BE DIFFERENT”, a Worldwide Campaign for Inclusion and against all forms of Prejudice
ACTIONS - Maximize and internationalize the Campaign “It´s Normal to be Different”, that reached over 600,000 hits in less than one month in Brazil, through a wide Collaborative Advertising Campaign in partnership with the media
WHAT IS IT?
- Virtual Petition to which internet users join with their own image, by modifying their faces to look as if they have Down syndrome : http://www.itsnormaltobedifferent.com/ N.B. Although the slogan is used aiming to include persons with disabilities, the concept “It is normal to be different” is much wider because it applies to anyone who feels excluded for not complying with the norm.
CONTEXT WHO ARE THE PERSONS WITH DISABILITIES? Those who have long-term physical, mental, intellectual or sensory impairments which in interaction with various barriers may hinder their full and effective participation in societyon an equal basis with others. UN Convention definition
In average, people are living 20 years more than before
Accidents and urban violence cause death and incapacitating conditions, specially among working age citizens
Old and new diseases, including AIDS, especially when associated to poverty, generate incapacitating conditions that lead to more poverty and social exclusion
For countries’ economies to be sustainable, the growing elderly population should be able to live and function with autonomy and quality of life
The cost of special services is always much higher and less effective than public and private projects designed FOR ALL
To guarantee universalization, ALL public and private projects should be conceived with an inclusive approach from planning to implementation
Beyond that, the math is simple:
It is a question of paying now or paying more later
By investing in inclusion, less people will depend on social assistance in the future
And more included citizens will contribute as workers and tax payers
Universal Access and Equity Woman on a wheelchair rolls to the beach holdingthe hand of a little girl, using an accessile path. On the background, palm trees, and the sea. On the front, a sign with the international symbol of accessibility.
DISABILITIY = FUNCTIONAL LIMITATION x ENVIRONMENT
The same severely myopic woman can be considered blind if she lives in a poor country, but the same woman will be able to see very well with glasses if he lives in a rich country with good access to health
Exclusion starts with statistics – very few countries, among them Brazil, have surveys about the group
The few known numbers are alarming and show a direct relationship between poverty and disability
Only 2% of persons with disabilities in developing countries have access to the health system
20 million women each year acquire a disability due to complications in pregnancy and labor
DISABILITY AND EDUCATION
Only 1 to 2% of children with disabilities in developing countries go to school
DISABILITY AND WORK
386 million persons with disabilities in the world are working age. Unemployment among them reaches 90% in some countries. Many employers think that persons with disabilities are incapable of working
Data: IBGE, UN, UNPD, ILO, WHO
Still of Institutional spot by Meta Social Institute – Blue Girl - (creation - Giovanni+ DraftFCB) In an elevator, a young woman with Down syndrome, painted in blue, looks up while a couple behind her observe her.
Persons with Down syndrome have the presence of the 21st extra chromosome that causes their intellectual disability “written on their faces”
FOR THAT REASON THEY WERE THE ONES CHOSEN TO RAISE THE FLAG OF THIS MANIFESTO FOR INCLUSION AND AGAINST ALL FORMS OF PREJUDICE
Launch Date: September 6th – New York City – Brazilian Day Festival– Street popular concert and party on 46th St, that has happenned for 25 years and occupies 25 blocks on Midtown Manhattan, one day before Labour Day. In 2007 the estimated public was 1.5 million people
In 2005 Globo Network launched the soap opera “Pages of Life”, by Manoel Carlos, with Instituto MetaSocial’s consultancy
One of the main characters was a girl with Down syndrome, who was so popular that she was even turned into a doll by SocialTarget Institute´s initiative, Clara´s Gang, the first dolls with Down syndrome for commercial use
Two women with Its normal to be Different T shirt, with dolls with Down syndrome from Gang of Clara collection Clara doll in box Clara at school
After this soap opera, that tackled school inclusion issues, it became easier to guarantee that students with disabilities would go go to regular schools
Even so, the number of children with disabilities at school is still very low in Brazil
The few who do get any education go to special schools and have reduced opportunities to learn and live
Young people with and without disabilities at computer class
IT´S NORMAL TO BE DIFFERENT CAMPAIGN FOR INCLUSION FOR ALL Picture of actor Guiilherme Berenguer before and after Manifesto transformation (his eyes look like he has Down syndrome) Picture of actress Malu Mader before and after Manifesto transformation (her eyes look like she has Down syndrome) Picture of actor Ailton Graca before and after Manifesto transformation (his eyes look like he has Down syndrome)
Giovanni+DraftFCB – Public Relations Agency, creator of the slogan and symbol of the cause “It´s Normal to be Different” - Giovanni has been giving its pro bono support to IMS since 2001, spreading the concept of respect to diversity through media campaigns in and out of Brazil
Rede Globo International - The leading TV Channel in Brazil and one of the biggest in the World. It is a world leader on social merchandising, by educating and informing the public through popular soap operas, shows and news programs. TV Globo was awarded Business in the Community Awards for Excellence in 2001.
TWO STEPS TO CITZENSHIP
2011 – In 2011, a new campaign will be launched to engage common citizens to abide by the law in the countries that have ratified the Convention
Monitoring their communities with the help of web logs, all citizens will be encouraged to report thus guaranteeing that inclusion and accessibility are observed, helping the treaty´s implementation
We can only fight EXCLUSION by building INCLUSION How many professional will be wasted if so many children continue to be excluded? We can overcome exclusion by building inclusion...AND NA INCLUSIVE SOCIETY IS BUILT WITH THIS BLUEPRINT...
Project Coordenation : Instituto MetaSocial (www.metasocial.org.br) SocialTarget Institute, Rio, Brazil
General Coordinator email@example.com
Strategic Coordinator and International Liason firstname.lastname@example.org