CROSSABILITY

Silver Eurobest

Case Film

Presentation Image

ClientSALVADOR ASSOCIATION
Category D02. Sports: Live Experience
TitleCROSSABILITY
Product/ServiceSALVADOR ASSOCIATION
Entrant PARTNERS Lisbon, PORTUGAL
Idea Creation PARTNERS Lisbon, PORTUGAL
Production GARAGE Lisbon, PORTUGAL
Credits
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 Entertainment?

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”. where we invited top cross fit athletes to try out this new sport. An event to raise awareness of the lack of accessibility in Portuguese public spaces.

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 ever, where we invited top cross fit athletes to try out this new sport

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.

Describe the outcome

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. In the month that followed the campaign 590 complaints where made. More than the total of the previous year.