Capacis needed a powerful communication with the aim of people with Borderline Intellectual Functioning being able to have greater access to the job market.
The campaign highlighted the different skills of these young people and reflects their confidence and dignity while showing the senselessness of the prejudices regarding this disability.
“Limited Edition” flees from the hackneyed argument in this type of communication that people with Borderline Intellectual Functioning can effectively do any job despite their limitations to state determinedly that the qualities that they have makes them truly valuable.
In this case, what is wanted is to highlight their difference without any concessions, stressing that they are very valuable people and professionals on their own merits.
People with Borderline Intellectual Functioning have a below-average IQ, which means they find it harder to learn or relate. They are very frequently confused with slow or lazy people or people with no cognitive or personal skills needed to meet the demands of the environment like anyone else.
In most cases, the people who have this disability have been bullied at school, which means that many of them end up isolating themselves with scarcely any opportunities of entering the job market.
The Capacis Foundation helps young people with Borderline Intellectual Functioning and, as well as completing their education in various subjects, works with them to help improve their cognitive and personal skills needed to adapt to the demands of their environment like anyone else.
“Limited Edition” is comprised of the edicionlimitada.info website, two videos and a series of graphic advertisements starring the children from the charity, as well as a direct marketing action aimed at human resources managers in a number of companies.
With an impacting message, we managed to ensure that society and all types of media wanted to echo the campaign.
Media for a value of hundreds of thousands of euros were won. And now, many more people know that Borderline Intellectual Functioning is the opposite of a disability.