Make it common

Branding, creative strategy and internal communication project for ThisAbility: Employee Resource Group at Barilla

THE BRIEF

Barilla's Path for Diversity & Inclusion

#ThisAbility is one of Barilla's Employee Resource Groups (ERGs) - volunteer groups organized, led and trained by Barilla people around the world. Its goal? Overcoming physical and mental barriers, promoting cultural understanding and awareness of visible and invisible disabilities, ensuring the inclusion of people with different abilities within the workplace. And our goal? Developing an internal communication campaign to promote awareness on the fact that in a more inclusive, reassuring and cooperative work environment people with different abilities can feel more empowered and valued.

CREATIVE STRATEGY

Make it common

From Disability to #ThisAbility was the insight behind the central concept of the campaign - "Make it common". It represents the voice of people with disabilities without portraying them as either superheroes or victims, with the objective of deconstructing the often glorifying or condescending attitude that permeates interactions with disabled people and overcoming clichés, stereotypes and preconceptions that revolve around disability. The storytelling revolves around the experience of ordinary disability of Francis, Simona, Felice, and Henry, involved in the campaign: from the hero video to the event, organized on the occasion of World Disability Day.

RESULTS

WINNER @XXVII MEDIASTARS PRIZE

Best social ethics campaign (audiovisual technical section)

WINNER @TOUCHPOINT ENGAGEMENT AWARD

Best internal communication campaign

70%

of the Barilla population reached

178

participants in the event

+12%

new members of #ThisAbility ERG