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  1. 1.
  2. 2. Why is it <br />NORMAL TO BE DIFFERENT?<br />Because every human is unique.<br />The sole characteristic that unites us is DIVERSITY.<br />(normal in the sense of usual, ordinary, we are all different, <br />so it is normal to be different) <br />
  3. 3. 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.<br />IT IS URGENT that all society unites to tackle this difficult question.<br />
  4. 4. WHO ARE WE?<br />Women and men<br />Boys and girls<br />Young and old<br />Whites, blacks, Indians, Asians<br />Persons with disabilities<br />Lesbians, gays, transexuals and tranvestites<br />Indiginous people and different ethnic groups <br />Jews, christians, muslims, protestants, atheists<br />Rich and poor<br />Literate and illiterate<br />Immigrants and tourists <br />Doctors and house wives<br />Taxi drivers and delivery persons<br />The smart, the sick, the homeless, the fat, the myopic, the tall, the retired...<br />Persons from all populations<br /> Crowd<br />
  5. 5. Are persons with Down syndrome normal?<br />“Some are and some are not.”<br />Rodrigo, 26, surfer with Down syndrome<br />“I want to be seen as a human being. Enough of being seen as an alien.”<br />Ana Paula Crosara, attorney, university professor, human rights activist, quadriplegic<br />
  6. 6. Why do they think that?<br />Because “NORMALITY”, <br />that is, <br />BELONGING TO A GROUP, depends on one thing: INCLUSION<br />
  7. 7. People are excluded from society in many ways. <br />The most common one is through poverty and lack of opportunities.<br />Raquel Grabois a white girl with Down syndrome, student of public regular school, smiling between her friends, two black boys.<br />
  8. 8. Equal Opportunities<br />To ensure a fair selection process, everyone has to do the exact same task:<br />climb that tree.<br />Functional Diversity Environment<br />
  9. 9. So why even in rich countries, <br />persons with disabilities are the <br />most excluded group?<br />Because the major barrier separating persons with disabilities is attitude: PREJUDICE<br />
  10. 10. 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.<br />
  11. 11. Even though all international organizations, governments and societies agree that the inclusion of persons with disabilities is a right and a need, <br />THERE HAS NEVER BEEN <br />a worldwide effort to <br />tackle this question<br />
  12. 12. InstitutoMetaSocial, from Brazil, in partnership with Public Relations Agency Giovanni+DraftFCB International and Globo Network, presents a worldwide project to promote INCLUSION<br />
  13. 13. WHAT IS IT?<br />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)<br />HOW?<br />Global, Solidary and Collaborative Advertising Campaign, with no cost, through partnerships among International Organizations, Governments, Companies, Society, Press and Midia<br />GOAL<br />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<br />
  14. 14. <ul><li>CORRELATED EFFECTS
  15. 15. Foster Collaboration and Cooperation among Peoples, Governments, Companies, Non Profit Organizations, Mass Media and Society in general
  16. 16. Promotion of Citzenship and Inclusive Development, turning Inclusion into a Natural Act</li></li></ul><li><ul><li>MOTIVATION
  17. 17. Persons with disabilities are still invisible to society
  18. 18. They represent 10% of the world’s population, constituting the largest “minority”
  19. 19. Many still believe that they are second class citizens, and should be segregated</li></ul>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. <br />
  20. 20. <ul><li>WHY BRAZIL?
  21. 21. 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
  22. 22. It is one of the most advanced among developing countries on public inclusive policies
  23. 23. It is a leader in Latin America and has good transit with African countries</li></li></ul><li><ul><li> WHY THE US ?
  24. 24. The US has the largest economy in the world. What happens there reverberates at a global level
  25. 25. The country has been advancing quickly towards tolerance, respect to diversity, accessibility and inclusive policies
  26. 26. What the US does has great impact among other countries
  27. 27. The US government has recently signed the Convention on the Rights of Persons with disabilities</li></li></ul><li><ul><li>WHY LULA AND OBAMA ?
  28. 28. Lula and Obama are successful examples of the possibilities of INCLUSION
  29. 29. They are leaders whose personal histories were marked by fighting against prejudice and exclusion</li></li></ul><li>Instituto MetaSocial invites Presidents <br />Lula and Obama<br />to lead<br />“IT´S NORMAL TO BE DIFFERENT”, a <br />Worldwide Campaign for Inclusion and against all forms of Prejudice<br />
  30. 30. ACTIONS<br /> - 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 <br /><ul><li>WHAT IS IT?</li></ul> - Virtual Petition to which internet users join with their own image, by modifying their faces to look as if they have Down syndrome :<br />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.<br />
  31. 31. CONTEXT<br />WHO ARE THE PERSONS WITH DISABILITIES?<br />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. <br /> UN Convention definition<br />
  33. 33. <ul><li>A baby that needs to be carried or go in a stroller
  34. 34. A small child that cannot reach the elevator button
  35. 35. Someone who broke his leg and needs to climb stairs
  36. 36. A pregnant woman trying to get on the bus
  37. 37. An illiterate citizen searching for information on the internet
  38. 38. Tourists who do not speak the local language and try to communicate
  39. 39. A person who cannot read the small letters on a label</li></ul>IF WE DO NOT DIE YOUNG, <br />THESE SITUATIONS COULD HAPPEN TO ANY OF US!<br />
  40. 40. CURRENT SCENERY<br /><ul><li>In average, people are living 20 years more than before
  41. 41. Accidents and urban violence cause death and incapacitating conditions, specially among working age citizens
  42. 42. Old and new diseases, including AIDS, especially when associated to poverty, generate incapacitating conditions that lead to more poverty and social exclusion</li></li></ul><li>INCLUSIVE DEVELOPMENT<br /><ul><li>For countries’ economies to be sustainable, the growing elderly population should be able to live and function with autonomy and quality of life
  43. 43. The cost of special services is always much higher and less effective than public and private projects designed FOR ALL
  44. 44. To guarantee universalization, ALL public and private projects should be conceived with an inclusive approach from planning to implementation</li></li></ul><li>Beyond that, the math is simple:<br /><ul><li>It is a question of paying now or paying more later
  45. 45. By investing in inclusion, less people will depend on social assistance in the future
  46. 46. And more included citizens will contribute as workers and tax payers</li></li></ul><li>Universal Access and Equity<br />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. <br />
  47. 47. DISABILITIY = FUNCTIONAL LIMITATION x ENVIRONMENT<br /><ul><li>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
  48. 48. Exclusion starts with statistics – very few countries, among them Brazil, have surveys about the group
  49. 49. The few known numbers are alarming and show a direct relationship between poverty and disability </li></ul>DISABILITIES CAUSES POVERTY  POVERTY CAUSES DISABILITY<br />
  50. 50. THE MOST EXCLUDED<br /><ul><li>15% of Brazil´s population and around 10% in the world have some kind of disability, constituting the largest “minority”
  51. 51. 25% of the world´s population are directly or inderectly affected by disability. Among them, these persons’ relatives
  52. 52. This number is increasing, due to population growth, advances in medicine and the aging process</li></ul>INTELLECTUAL DISABILITY<br /><ul><li>Persons with intellectual disabilities are the most excluded and discriminated against group and a permanent target to abuse and violence
  53. 53. They represent the lower rate of inclusion at school and at the workplace among persons with disabilities</li></ul>Data: IBGE, UN, UNPD, ILO, WHO<br />
  54. 54. DISABILITY AND POVERTY<br /><ul><li>The poorer the country, the more persons with disabilities. The more developed, the fewer
  55. 55. 20% of the poorest in the world have a disability
  56. 56. 82% of persons with disabilities live with less than US$ 1 a day in developing countries
  57. 57. 30% of street youngsters have a disability
  58. 58. By 2030 the number of persons with disabilities in southern countries will grow 150%, and in northern countries, 40% (in this case because of aging)</li></ul> Data: IBGE, UN, UNPD, ILO, WHO<br />
  59. 59. DISABILITY AND VIOLENCE<br /><ul><li>Persons with disabilities were victms of Nazi extermination
  60. 60. In some countries, up to one fourth of disabilities are caused by accidents and violence
  61. 61. Women and girls with disability are particularly vulnerable and present high rates of abuse (25%)*
  62. 62. In 28 African countries, over 100 million girls and women acquire disabilities due to genital mutilation
  63. 63. To each child killed at war, three survive wounded or acquire a disability</li></ul>Data: IBGE, UN, UNPD, ILO, WHO *Research in Orissa, India, 2004<br />
  64. 64. DISABILITY AND HEALTH<br /><ul><li>Only 2% of persons with disabilities in developing countries have access to the health system
  65. 65. 20 million women each year acquire a disability due to complications in pregnancy and labor</li></ul>DISABILITY AND EDUCATION<br /><ul><li>Only 1 to 2% of children with disabilities in developing countries go to school</li></ul>DISABILITY AND WORK<br /><ul><li>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</li></ul>Data: IBGE, UN, UNPD, ILO, WHO<br />
  66. 66. Still of Institutional spot by Meta Social Institute – Blue Girl - (creation - Giovanni+ DraftFCB)<br /> In an elevator, a young woman with Down syndrome, painted in blue, looks up while a couple behind her observe her.<br />
  67. 67. DOWN SYNDROME<br /><ul><li>Persons with Down syndrome have the presence of the 21st extra chromosome that causes their intellectual disability “written on their faces”
  69. 69. 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</li></li></ul><li>IN BRAZIL<br /><ul><li>In 2005 Globo Network launched the soap opera “Pages of Life”, by Manoel Carlos, with Instituto MetaSocial’s consultancy
  70. 70. 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</li></ul>Two women with Its normal to be Different T shirt, with dolls with Down syndrome from Gang of Clara collection<br />Clara doll in box<br />Clara at school<br />
  71. 71. AROUND THE WORLD<br /><ul><li>The soap opera took the wave of inclusion to over 20 countries where it was shown, reafirming the importance of partnership with the media to fight exclusion</li></ul>Promotional poster in spanish<br />
  72. 72. IN BRAZIL<br /><ul><li>After this soap opera, that tackled school inclusion issues, it became easier to guarantee that students with disabilities would go go to regular schools
  73. 73. Even so, the number of children with disabilities at school is still very low in Brazil
  74. 74. The few who do get any education go to special schools and have reduced opportunities to learn and live</li></ul>Young people with and without disabilities at computer class<br />
  75. 75. IT´S NORMAL TO BE DIFFERENT<br />CAMPAIGN FOR INCLUSION FOR ALL<br />Picture of actor Guiilherme Berenguer before and after Manifesto transformation (his eyes look like he has Down syndrome)<br />Picture of actress Malu Mader before and after Manifesto transformation (her eyes look like she has Down syndrome)<br />Picture of actor Ailton Graca before and after Manifesto transformation (his eyes look like he has Down syndrome)<br />
  76. 76.<br />
  77. 77. STRATEGY<br /><ul><li>Campaign material – will be made available free of charge for translation and reproduction in other countries
  78. 78. Contact advocates with disabilities in all countries to promote the campaign, accessibility and the Convention on the media
  79. 79. Partnership with UN and OAS agencies and governments to multiply the initiative (to be confirmed - Media of promotion of international dates would include persons with disabilities)
  80. 80. Activists will invite network contacts to join in the Manifesto
  81. 81. Human rights defenser personalities will be invited to launch and promote the campaign in their countries/cities
  82. 82. Campaign will be spread on the internet (Twitter, Facebook, Orkut, My Space...) and activists will take advantage of the spontaneous media to promote CRPD and inclusion</li></li></ul><li>WHO ALREADY SUPPORTS US?<br /><ul><li>Public Relations Agency Giovanni+DraftFCB - International
  83. 83. Globo Network and Globo International
  84. 84. SIACorp – Brazil
  85. 85. CORDE/SEDH – Brazilian Government´s Agency on Disability Issues
  86. 86. Brazilian Day Festival - João de Matos, The Brasilians Newspaper & Rede Globo Internacional</li></li></ul><li>WHO IS INVOLVED?<br /><ul><li>Instituto MetaSocial (IMS): non-profit organization that for 15 years has carried out actions together with the media to promote inclusion of persons with disabilities.
  87. 87. IMS is an apolitical Institute that does not provide services nor receives donations
  88. 88. It bases its actions on a wide and unique communication strategy, focused on information to fight prejudice, making society more inclusive and equal
  89. 89. Our tactic is to use mass media communication, promoting positive shifts on the image normally associated with persons with disabilities</li></li></ul><li>
  90. 90. WHO IS INVOLVED?<br /><ul><li>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
  91. 91. 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.</li></li></ul><li>TWO STEPS TO CITZENSHIP<br /><ul><li>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
  92. 92. 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</li></li></ul><li>We can only fight EXCLUSION<br />by building INCLUSION<br />How many professional will be wasted if so many children continue to be excluded?<br />We can overcome exclusion by building inclusion...AND NA INCLUSIVE SOCIETY IS BUILT WITH THIS BLUEPRINT...<br />
  93. 93. Project Coordenation : <br />Instituto MetaSocial (<br />SocialTarget Institute, Rio, Brazil<br /><ul><li>Helena Werneck</li></ul>General Coordinator<br /><br /><ul><li>Patricia Heiderich</li></ul>Project Coordinator<br /><ul><li>Patricia Almeida</li></ul>Strategic Coordinator and International Liason<br /><br /><ul><li>Cláudia Grabois
  94. 94. Institucional Coordinator
  95. 95. Rosangela Berman-Bieler</li></ul>Technical Consultant (Inclusive Development)<br /><ul><li>Cassuça Benevides</li></ul>Technical Consultant (Communication)<br />