To achieve this objective, the choice of a suitable picture is crucial. In order to stick out from the mass of advertisements in newspapers and magazines, the picture needs to irritate and to capture the attention of the reader. The pictures taken by the photographer Andreas Reeg at the integra gGmbH for Social Work do have that effect.
The images shall encourage the viewer to consider whether the judge, the chemist, the cook or the fireman is really disabled and whether that person might really be active in this profession.
With the support of integra gGmbH, fifteen motives with fifteen characters and professional images emerged. The staff and employees participated with enthusiasm – a fact which is also mirrored by the result. There was a creative and positive spirit, which is reflected by the finished pictures. The disabled people acted natural and self-confident in front of the camera. They were proud to take centre stage as principal performers.
Five pictures were chosen to serve as motives in the BAG: WfbM campaign. But the rest of the pictures can also be viewed: in addition to the advertisements, a special website has been created under www.denkst-du.de
. The site provides information (only in German) on the campaign and its goals. Furthermore, you can find information on workshops for adapted work, persons with disabilities as well as their perception and role in society. The ads will appear in various magazines. As the campaign is specifically designed to arouse the curiosity of decision makers from the economic sphere, it will focus on the corresponding journals. The motto - you think it is impossible – is supposed to encourage the reader to overcome existing pattern of thought. As a consequence, the viewer’s assessment of the performance of persons with disabilities can be put into question: maybe these persons are capable of more than has generally been assumed so far. More specifically, the slogan also points to the question why persons with disabilities and their dreams and career ambitions are not taken seriously. Certainly, it seems unrealistic that disabled persons work as policemen. But why shouldn’t they work in a plant fire brigade at a workshop for adapted work?
The campaign wants make the public aware of workshop employees in a congenial and charming way, This goal will be achieved. The campaign will run for the remainder of 2008, accompanying the preparations for the federal congress of workshops for adapted work, the “Werkstätten:Tag 2008” in Bremen in September.
