ABOUT

PROBLEM
Brazil is an ableist country, where traffic is not inclusive. Besides the high cost of purchasing vehicles, there's also the high price of getting a driver's license, a process that often costs more than 3 minimum wage jobs. When it comes to people with disabilities, it's even worse, especially intellectually disabled people. They have no incentive to become drivers, neither from the government, nor from private companies, and sometimes not even from their families, who don't believe in their potential.

INSIGHT
There are 74 million drivers in Brazil, but only two of them have Down syndrome. There are no restrictions for intellectually disabled people to get a driver's license - they just need to pass the tests like everyone else. Localiza, Latin America's largest mobility company, has a corporate purpose of helping people "get there", motivating and inspiring society to join the cause of creating more accessible and inclusive mobility. Because when someone moves forward, the world does too.

IDEA
We created the Xtraordinary Driving School, the first-of-its-kind initiative to encourage people with intellectual disabilities to get a driver's license. We launched the film on TV and social media, which showed the true story of Laura, a person with Down syndrome who got her driver's license. With her story we explain how Localiza will cover all the expenses for 30 aspiring drivers, who could enroll by visiting the campaign's website and filling out the proper information. Partnering with Mano Down Institute, we trained driving school instructors to work with the new students, and the driving schools were branded with the project's visual identity: signage, posters and training videos.

RESULTS
The objective was to enroll 30 people and cover their driving course expenses. In the first 24 hours we filled our first class, and in the following 10 days we filled three more.

The film garnered over 38M impressions, 15M unique viewers and received 98% of positive responses. In just 10 days we reached the monthly brand lift goals, and got over R$1MM in earned media, with 40 digital outlets and broadcast news mentioning our project. Even those not related to intellectual disabilities shared the film, spreading our message and promoting inclusivity.

Brazil now has more aspiring drivers than in the previous 10 years. And on March 28th, InterBrand named Localiza the 23rd most valuable brand in Brazil - a 13% growth from last year. The campaign’s reception was so incredible, we plan on open-sourcing the format, so people across the world can replicate our structure in the future.