Although Down syndrome is an irreversible genetic disorder, in Argentina people with this condition are obliged to renew their disability certificate once a year. It's an old law, absurd, and intentionally ignored by politicians. During Argentina's live presidential debate, we analyzed the proposals to measure their complexity, and in real time we tweeted the results, tagging politicians with a much simpler proposal to implement a new and more sensible disability law.
Absurd Promises
Analyzing politicians' promises to launch a new disability law for people with Down syndrome
Client
- ASDRA
Office
- Argentina
"Absurd Promises" helps people with Down syndrome by making them part of the political agenda.
‘Absurd Promises’ demonstrates the potential of AI when put in the service of people, and in this case, people with Down syndrome. ASDRA recognizes the VML agency team, who, once again, put their creativity and talent to work in favor of the disability community.”
Pedro Crespi
Executive Director, ASDRA
In Argentina, people with Down syndrome must annually renew their disability certificate due to an absurd law ignored by politicians. At the same time, in the 2023 presidential elections, no candidate addressed disability, opting for absurd and unattainable promises.
Given that politicians use presidential debates to launch their campaign promises in front of millions of people, we decided to analyze them live and demonstrate how difficult they are to implement.
We decided to expose the candidates’s proposals and through data analysis, we developed an indicator that measures the implementation difficulty of each candidate’s proposals called “The Complexity Index.” Working alongside social scientists, economists, political scientists, lawyers and journalists, we analyzed hundreds of journalists' documents and papers, which enabled us to quantify the complexity of the most unusual proposals.
With a very limited budget, we managed to attract the attention of society and the media during the Argentinian presidential debate. Our claim reached candidates and the Argentinean Congress, and in record time, the new disability law was approved and implemented throughout the country. More than five million people were impacted thanks to our proposal.
Now, 100% of people with Down syndrome will no longer have to renew their disability certificate and their rights will be recognized throughout their entire lives.
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Awards
ANA Multicultural Excellence Awards
2024
Category Winner: The People with Disabilities category
El Ojo Awards
2024
Grand Prix, Gold, 3 Silver & 2 Bronze
The Drum Awards Festival
2024
Gold
Gerety Awards
2024
1 Gold & 1 Silver
2024 Cannes Lions
Creative Data — Data Visualisation
Gold Lion
2024 Cannes Lions
Sustainable Development Goals — Reduced Inequalities
Bronze Lion
The Clio Health Awards
2024
Gold & Silver
The One Show
2024
Bronze
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