To obtain new communicative resources and strategies so that Roncalli's sales representatives would have more opportunities to attract companies that collaborate with their project to employ people with intellectual disabilities.
The main objective was to train 5 young people from different universities to be able to create a communication campaign for Juan XXIII Roncalli Foundation, including the creation, strategy, actions, materials, deliverables, recommendations for evaluation and follow-up. The young people were still in their final year at university and therefore needed to be accompanied. Thanks to 10 volunteers from the LLYC Foundation, we were able to make this project a reality. Similarly, the involvement of part of the Estudio Creativo team, the Firm’s audiovisual production company, was essential in order to deliver the materials and avoid limiting ourselves to mere proposals.
The young people received training in different areas of communication. Among others, how to relate to the media, the phases of a communication campaign, how to design and present a communication campaign, how to carry out a digital strategy, etc. We had the facts, in a “case study” style, of Juan Llovet, Communications & Sustainability director of Gonvarri, who explained to the camera the advantages of hiring a person with an intellectual disability, everything that the employee is adding to the company. He also highlighted their professionalism.
Finally, the two “Marias” devised a model to show the return on investment in Roncalli. The sales staff could not contain themselves when they saw it and were pleasantly surprised by the creativity of these young women.