“It’s not you, it’s me” is a phrase that is often used to reject someone romantically. The organization Down España takes it up and gives it a twist, turning it into “It’s not me, it’s you” to point out prejudices as the real problem of people with Down syndrome and, with this, shift the focus of the conversation from disability to the social perspective.
The campaign, designed by the agency Contrapunto BBDO, is launched before World Down Syndrome Day, which takes place every March 21. The organization focuses its discourse on the traditional paternalism with which people with Down syndrome are treated and conveys the clear and forceful idea that having a disability is not a problem; The problem is thinking that it is.
The campaign is made up of four different pieces, set in different situations, to highlight social prejudices. Produced by Contrario, each spot is developed around concepts traditionally associated with disability: “problem”, “impediment”, “limitation” and “difficulty” and gives new meaning to them.
The pieces start with a statement that seems to confirm a stereotype, but the narrative turns to reveal a situation caused by the environment. They portray the way in which people with Down syndrome are relegated to simple and mechanical tasks in work environments, the way in which they are treated like children in the healthcare environment; or how they are constantly supervised by the people around them.
“If we understand and see disability only as a problem, we will not advance as a society. If we focus on the disability and not the person, we do not see the human being behind it“said Agustín Matía, Director of Down España, in a statement. “We do not ask that you forget that they are people who need support, resources and accompaniment, but rather a change of outlook and expectations that involves the entire society and governments.”.
And the campaign seeks to raise awareness, but also to demand. The organization criticizes the modification of the General Law on the Rights of People with Disabilities (1/2013) and the Law on the Promotion of Personal Autonomy and Care for People in a Situation of Dependency (39/2006), which are in the process of approval in Parliament.
Down España considers that although the reform aims to expand services and modernize the support system, it does not guarantee key rights due to a lack of real financing or a solid state model. “These are laws that are still very deficient because they continue to prioritize welfare policies over inclusion policies and, without a deeper transformation, people with intellectual disabilities will not, for example, have their right to decent work guaranteed.”says Matía.
As the agency points out, “It’s not me, it’s you” represents an evolution in the communication approach. It contrasts, for example, with last year’s campaign, “Tan como tú”, which appealed to empathy. On the other hand, the one now launched appeals to self-criticism. “One of the great creative challenges has been to avoid a condescending tone. The pieces show uncomfortable situations, but from the dignity of their protagonists. They are not constructed as victims, but as people fully aware of what is happening around them.“; commented Joaquín Barbero, Creative Director at Contrapunto BBDO.
The campaign is run on television and radio, both on national, regional and local channels and stations; as well as on social networks, digital platforms and outdoor advertising.
