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Localiza: Xtraordinary Driving School
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A first-of-its-kind campaign encourages intellectually disabled people to get a driver's license. The "Xtraordinary Driving School" will provide driving courses and cover the expenses for 30 aspiring drivers with intellectual disabilities. The initiative was created by Localiza, Latin America's largest mobility company. The project was born out of Localiza's in-house agency, Maloca73, to promote social inclusion in traffic and raise awareness for this cause. The campaign also seeks to inspire society to join forces and effect positive change. Watch the campaign video www.youtube.com/watch?v=pmBfMw8CG1k and read more information at the campaign's Landing page localiza.com/xtraordinarydrivingschool.
According to data from the Ministry of Infrastructure, Brazil has more than 74 million licensed drivers, but only two individuals with Down Syndrome have a driver's license. The hero video showcases the story of one of them: Laura Simoes. It will be broadcast on TV and social media as part of Maloca73's strategy to motivate society to join the cause and contribute to creating more accessible and inclusive mobility. Leonardo Gontijo, founder and director of the Mano Down Institute, states that the campaign is a possible dream for people with intellectual disabilities and helps their families anticipate a future with more opportunities for autonomy and inclusion. "We are an NGO that serves more than 800 families of people with Down Syndrome and other disabilities. We have entire generations of people who lived apart, socially invisible. This campaign brings protagonism and creates opportunities for them to develop, gain autonomy, and carve out a place in society," he explains. Tatiana Rocha, brand director of Localiza&Co, notes that "with this project, we are proving that the future of mobility can include all." Localiza not only tells the story of inclusivity but also takes action by training teachers in driving schools throughout the country and paying for driving courses, medical exams, legal expenses, and all the tests required for obtaining a driver's license. "The Xtraordinary Driving School is a long-term, unique project that brings out the best in those who participate and those impacted by it. Making it a reality required learning, sensitivity, and courage to propose a new and inclusive approach to the old dream of getting a driver's license. I feel privileged to be a part of and to make this project possible," highlights Antonio Augusto, Marketing Director of Localiza.
CONTENT: Rejayne Nardy, Gabriela Sá, Lais Sousa, Rodrigo Sales Related
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