MetaSocial Institute, from Brazil, launches its campaign "It is Normal to be Different" on December 3rd, 2009, International Day of People with Disabilities. The campaign aims to engage citizens worldwide on a fight against all forms of discrimination while, at the same time, promoting the Convention on the Rights of Persons with Disabilities.
Face Book of Diversity
www.serdiferenteenormal.org.br in Portuguese and www.itsnormaltobedifferent.com in English, the campaign consists of an interactive website to promote inclusion by raising awareness about persons with disabilities. In a lighthearted and fun approach, it invites the web user to change his own image to fight prejudice. Using an electronic tool, the person has her/his photo transformed to look like someone with Down Syndrome, thus praising human diversity.
The UN Convention
The Convention was adopted by the UN General Assembly in 2007, with 143 signatories - the highest number in history. It came into force in March 2008 and currently has 72 country ratifications. Still largely unknown by the general public, the Convention seeks to ensure that persons with any kind of disabilities must enjoy all human rights and fundamental freedoms.
The campaign by MetaSocial has already proved that it can reach a wide public. When first presented in Brazil, it reached 600,000 hits on the first weekend. It was also launched at the street festival Brazilian Day, in New York City, for a live public of over 1.5 million people."It´s Normal to be Different" website has also collected two prizes in the Brazilian Advertising Festival, in Rio de Janeiro.
Nova York - Patricia Almeida - 1-917-428-4756 - pat_lucas@yahoo.
Inclusive – Inclusion e Citzenship – www.inclusive.org.br