Title	CROSSABILITY
Brand	SALVADOR ASSOCIATION
Product/Service	SALVADOR ASSOCIATION
Category	A13. Not-for-profit / Charity / Government
Entrant	PARTNERS Lisbon, PORTUGAL
Idea Creation	PARTNERS Lisbon, PORTUGAL
Production	GARAGE Lisbon, PORTUGAL

Name	Company	Position
Ivo Purvis	Partners	Executive Creative Director
Pedro Lima	Partners	Creative Director
Vasco Thomaz	Partners	Creative Director
Miguel Santos	Partners	Designer
Francisco Magalhães	Partners	Producer
João Pereira	Partners	Planner

Why is this work relevant for Direct?

This project raised awareness to an everyday problem in an unusual way. CrossAbility is a new sport to remind people of the obstacles disabled people have to go through every day to get to public spaces. This new sport was presented in a unique event called: “the toughest workout ever”. The topic became a public subject and thousands of people shared the new sport online reaching more than 1 million Portuguese. And even Portuguese President used the app. In the month that followed the campaign 590 complaints where made. More than the total of the previous year.

Background

The lack of accessibility for handicap people in Portugal is a big problem. Although European legislation rules that public spaces have to be accessible for disabled people. The truth is that more than 86% doesn’t follow the rules. Associação Salvador wanted to increase the public awareness for this problem and pressure politics decision makers to change the current scenario.

Describe the creative idea

CrossAbility is a new sport to remind people of the obstacles disabled people have to go through every day to get to public spaces. This new sport was presented in a unique event called: "the toughest workout of all" were we invited top cross fit athletes to try out this new sport CrossAbility exercises were explained on online videos and a new app to transformed the heavy task of submitting a complaint into an easy and seamless citizenship exercise.

Describe the strategy

Crossfit is a worldwide phenomenon with more than 13000 gyms across 120 countries worldwide. The strategy was to use the strength of this community very engaged in the mobility topic to ignite a conversation about the lack of it.

Describe the execution

This new sport, CrossAbility, was presented in a unique event called: "the toughest workout ever" where we've invited top cross fit athletes to try out this new sport. CrossAbility exercises were explained on online videos and we developed a new app to transform the heavy task of submitting a complaint into a easy and seamless citizenship exercise.

List the results

The topic became a public subject and thousands of people shared the new sport online reaching more than 1 million Portuguese. CrossAbility became a new trend in gyms. And even Portuguese President used the app. People started reporting the barriers and in the month that followed the campaign 590 complaints where made. More than the total of the previous year.