The Super Power of Conversation: How TEMPER Created a Groundbreaking Campaign for the Portuguese Association of Disabled People (APD)
At TEMPER. Creative, we believe that the best briefings come from good conversations. This philosophy drives every project we take on, and it was through an open dialogue with the leadership of the Portuguese Association of Disabled People (APD) that we understood the significance of the campaign we were about to create.
This project was more than just another marketing initiative; it became an opportunity to celebrate shared success, not only with our clients and partners but also with those closest to us.
What You Will Read in This Article:
Introduction
The APD campaign is one of TEMPER. Creative’s proudest achievements. Rooted in a simple yet powerful conversation, the campaign defies traditional marketing approaches often used in this space.
The message was clear: people with disabilities are neither to be pitied nor elevated to superhero status. Instead, they face challenges just like anyone else, and those challenges are meant to be tackled through unity and understanding, not special powers.
The Power of Conversation in Crafting a Briefing
At the heart of this campaign was a candid discussion with Ana Sezudo, President of the APD. During this conversation, we learned that past campaigns often misrepresented people with disabilities as either victims or extraordinary beings. This insight shaped the campaign’s tone and direction. We realized that the best approach was to focus on what unites us as human beings, rather than emphasizing differences.
Through this understanding, we developed a campaign with a copy that urges the audience to challenge their preconceptions and view obstacles as universal. It’s not about having special abilities to overcome them; it’s about resilience, something all people possess.
Understanding the Campaign’s Message
The central message of the campaign, embodied in the tagline “We are neither victims nor superheroes,” breaks away from the traditional narratives associated with disability awareness.
The campaign highlights that while barriers exist, they are common to all people, regardless of physical ability.
The ultimate goal was to inspire empathy and a sense of shared experience, emphasizing that overcoming life’s hurdles doesn’t require superpowers or being extraordinary—it requires determination and support from others.
Media Presence and Impact
TEMPER. Creative’s campaign for APD had a far-reaching media presence. The project included a TV spot with significant airtime on RTP1, Portugal’s leading national television channel.
The campaign was also heavily promoted on social media platforms, ensuring widespread digital engagement. In addition to these efforts, 45 muppies (outdoor advertising panels) were displayed across the city of Lisbon, further expanding the campaign’s visibility.
By leveraging multiple platforms—television, digital, and outdoor advertising—the campaign reached a broad audience and sparked conversations about inclusion and equality in daily life. The message resonated across various demographics, leading to an impactful and widely recognized campaign that promoted understanding and unity.
FAQs
What was the main goal of the APD campaign?
The main goal was to challenge the way society views people with disabilities by focusing on unity and shared experiences rather than highlighting differences or portraying individuals as victims or superheroes.
How did TEMPER approach the campaign’s development?
TEMPER. Creative began with an open conversation with APD leadership, using this dialogue to craft a campaign that aligned with their values and avoided traditional stereotypes often found in disability awareness campaigns.
What media platforms were used to promote the campaign?
The campaign had a wide media presence, including a TV spot on RTP1, social media promotion, and 45 muppies displayed throughout Lisbon.
What was the core message of the campaign?
The core message was that everyone, regardless of physical ability, faces barriers in life. Overcoming them does not require superpowers or being extraordinary, but rather a shared sense of understanding and determination.
How did the campaign impact the community?
The campaign sparked widespread discussion and raised awareness about the importance of viewing disabilities through the lens of shared human experiences, rather than focusing on differences.
TEMPER. Creative’s ability to connect through genuine conversation resulted in a campaign that not only honored APD’s values but also contributed to a broader societal shift in perspective, reinforcing the importance of inclusion and unity.