ONCE Foundation 'Capable' direct mail case study

Direct mail helped to create a buzz about a documentary starring El Bulli chef and founder Ferran Adria, which aimed to show the business community that disabled people are highly employable.

A Spanish not-for-profit organisation, the ONCE Foundation, recruited Adria, Coca Cola Iberia president Marcos de Quinto and Microsoft Iberia president Maria Garana to be filmed doing their jobs while in a wheelchair and with their hearing and sight temporarily impaired. 

The resulting documentary, 'Capable', was promoted on 20 second DRTV spots which directed viewers to a website to see it in full. A supporting integrated marketing campaign, which saw blindfolds being sent to business leaders and HR managers as part of a direct mailer, also stirred up interest. 

The marketing strategy proved so successful that a TV channel decided to screen the documentary during a prime time slot.

The result was an impressive 64% year-on-year increase in jobs offered to disabled people.