Absurd Promises

Medals Won

• 🥇 GOLD – Not for Profit
• 🥇 GOLD – Best Use of Digital Advertising
• 🥇 GOLD – Best Data-Inspired Creative
• 🥇 GOLD – Best CSR Campaign
• 🥇 GOLD – Best Use of Martech
• 🥈 Silver – Most Outstanding Creative
• 💎 DIAMOND

Campaign Overview

In Argentina, people with Down syndrome are legally required to renew their disability certificates annually, despite the condition being irreversible. This outdated law strips individuals of their rights if not followed. During the 2023 presidential elections, none of the 27 candidates included disability reform in their agendas, despite making grandiose, unrealistic promises in other areas.

The “Absurd Promises” campaign, led by ASDRA, highlighted this neglect by leveraging real-time data during the first presidential debate. The goal was simple yet urgent: make disability rights part of the national political conversation and advocate for a new disability law.

Creative Concept

The campaign used a complexity index to quantify the feasibility of political promises compared to the simplicity of reforming the disability law.

• Real-Time Analysis: Artificial intelligence measured the time, money, and bureaucratic hurdles needed to implement each proposal.
• Twitter Activism: Complexity scores were shared in real time during the debate, tagging candidates and juxtaposing their lofty promises with the straightforward demand for a new disability law.
• Data-Driven Messaging: The index relied on verified data from public records, government documents, and expert analyses, ensuring credibility and impact.

Execution Strategy

1. Live Monitoring: Analyzed each candidate’s promises during the debate, highlighting their impracticality.
2. Digital Advocacy: Shared results via social media to spark public outrage and demand change.
3. Simple Contrast: Repeatedly emphasized how the disability law reform was far easier to implement than the candidates’ unrealistic promises.

Impact and Results

The campaign achieved remarkable results:

• 5+ million people with disabilities in Argentina impacted.
• 100% of people with Down syndrome reached, fostering nationwide awareness of their rights.
• Positioned the need for disability reform as a central issue in the national dialogue during a pivotal election year.

Why It Worked

By aligning real-time data, emotional advocacy, and a highly visible political moment, Absurd Promises effectively cut through the noise of election season. Its innovative use of technology and pointed messaging exposed political neglect while advocating for simple, meaningful change.