CHALLENGE

Create a robust base of candidates with disabilities who come to apply for a job at Walmart, allowing them to exceed the semi-annual percentage rate of hiring from 15% flat to 25% during the first half of 2019.

Improve the perception and qualitative opinion that the public has of Walmart regarding being perceived as commercial and unhuman during the first half of 2019.

INSIGHT

Cognitive discovery and learning.

SOLUTION

We create social experiments with professionals, housewives, businessmen and parents to participate in various experiments; We use a methodology of "cognitive discovery and learning" where through everyday situations we exposed their discrimination stereotypes, after which we confronted them with their stereotype and the reality of discrimination, showing the history of people with disabilities who work at Walmart, to finish inspiring the discriminated population and achieving a change of perception of the discriminatory society.

RESULTS

·        +29 million views

·        +3.5 million impressions

·        +100k free media