Of Slogans and Social Marketing, Passion and Change

Everyone filed into the J. Walter Thompson Agency conference room that afternoon to attend the agency presentation and discuss the elements of the 2nd phase of the Rotary Nepal Disability Awareness Campaign (RNDACP). Attendees were the members of the District Committee, account and pr managers, JWT managing partners, investors and Rotarians, Rotaractors, Rob and myself. The 1st phase of the RNDACP consisted of TV, Radio & Print ads bringing the message to the community about people with disabilities that “We are all Able” and a little help makes a big difference in the daily lives of PWD.

The most popular Nepali movie actor Rajesh Hamal is featured as the spokesperson and the opinion leader in the campaign. This next phase will drive the message deeper in the community through billboards, leaflets, pamphlets, street theater and even school copybooks with a cartoon strip depicting a situation where a child with a disability is interacting with his classmates and excels in various subjects. These activities work in tandem with the outreach projects and Rotary club-to-club matching projects that benefit the PWD. Events will be planned that will highlight the capabilities and showcase talent of PWD’s at the same time providing entertainment and exposure to the community.

The discussion was very passionate and energetic: I thought I was transported back to my Colgate Palmolive or Comcast days where we gather in ‘war’ rooms and hash out the creative execution of the current campaign. It’s great to see such involvement and I kid you not, this campaign echoes the voice of a group that wants to make a difference in the lives of the PWD, in the lives of their development as a contributing segment to the welfare and growth of a nation trying to forge a new path towards democracy.

People with disabilities have been kept down too long. Deprived of education, training, dignity and opportunity and to date, only a few have made it to a position of honor and pride. This is only the beginning and it’s a long and challenging road to full integration yet this is a very solid first step. As I sit there taking notes and photos, I realize that it started with one voice which won the hearts and minds of 100’s of Rotarians in 2 continents and it humbled me so much to know I am married to that one person, Rob Rose.

-Gina Rose

JWT