Together for Rights

“Nothing about us without us”: the slogan of the disability rights movement guided our work throughout the Together for Rights campaign.

Disability doesn’t discriminate – it can affect anyone and concerns us all. 87 million people in the EU live with a disability, and they still face considerable barriers in many areas ranging from employment to leisure.

The Together for Rights campaign, launched by the European Commission’s DG Employment, Social Affairs and Inclusion, aimed to bring positive change to the lives of persons with disabilities.

Tipik was in charge of designing and implementing an integrated communication campaign designed to shift perceptions and help persons with disabilities as well as their families and carers claim their rights. Built around six themes the campaign focused on topics such as independent living, the right to vote and equal opportunities in work.

Disability rights champions

At the core of our approach was the idea that we needed to work closely together with the true experts: persons with disabilities, their communities, and groups representing them.

To ensure their voices were heard and amplified, we worked with 27 ‘champions’: influencers and persons with disabilities who acted as ambassadors for the campaign, promoting it across Europe on their social media.

Together, we created a series of videos featuring six of the champions as well as Helena Dalli, the European Commissioner for Equality as well as images for each theme.

Practising what we preach

One of the key features of the campaign was the inclusiveness not just in terms of messages, but also in its execution:

• All content was made available inall EU languages
• Web content and the newsletter was developed in line with accessibility guidelines (readability, inclusive surfing, etc.)
• Videos were translated into sign language and offered audio descriptions and subtitles
• Text was available in easy-to-read language for people with intellectual disabilities.

The campaign also covered an inclusive paid social media campaign, a newsletter and a series of outreach activities.

Message received

The campaign’s performance exceeded all expectations. The paid social media posts on Twitter and YouTube surpassed the target of 161 000 clicks to the campaign website. The champions’ content generated high engagement rates, while the newsletters’ opening rates were above 70 %.

Most importantly, we got the message across. A survey showed that awareness levels about EU disability rights were significantly higher among those who had seen campaign – a vital contribution to the Union of Equality we are aiming for.

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