3) Strategy Summary:
The idea to create one Central office of Information, that it congregated of organized form everything what says respect on the people with necessities special, it made with that the MetaSocial Institute it perceived a strategy of social marketing total differentiated, never applied to the cause of the deficiency. It had a lack of awareness and of correct concepts in the society. But also changes were occurring of behaviors and relationships between the people.

We create institucional campaigns that they informed on the real capacities and potentialities of the people with necessities special, in a voluntary effort of many professionals e diverse sectors of advertising and media. All the campaigns had promoted one increasing impact of new concepts in the society. We generate the slogan "To be different it is normal " of international reach, that has proportionate to institute an auto sufficiency to form partnerships with other Ongs and companies in some states of the country. Through the force of the slogan, we carry through diverse events for the cities. We open spaces for commercialization of products manufactured in these regions, for organizations of professional qualification of people with necessities special. We move with the natural curiosity of new formadores of opinion that has produced works in diverse areas

4) How the Strategy Works:
We identify the one necessity strategy of consolidation of a new together concept the society, regarding diversity human being and of the capacities and potentialities of the people with necessities special. The objective is to make it to argue, to disagree, to understand e to really believe these people. From reached and only firmed this point, we will leave for an authentic and true enrollment of companies, organizations and individuals in the assembly of Center of Information where we wait to form, through the finishing of products and services the base of auto sufficiency of the organization.

We divide the actions in:

Stage 1. Awareness of the population through advertising campaigns

To acquire knowledge the population, through institucional campaigns that they aimed at solely, to inform and to provoke society through a game of reflections and auto analysis on its attitudes e social behavior, very required a great effort in the enrollment of diverse professionals who without direct bond with the cause, had been touched by our ideas and had adhered to the project dedicating its voluntary work so that all this process (creation, production and propagation) happened. Throughout 8 years, had been created 4 campaigns each one dedicated one to a sector of the society. All had surpassed its objectives and had resulted in the formation of groups volunteers (liberal and familiar students, professionals) in diverse cities.

All the contacts and returns of messages had been caught through telephone exchanges and InterNet. Duly stored, they generate subsidy for future actions of the institute. - Photos of stretches of "the Adolescent" advertising of the Campaign "To be different it is normal "

Fiche technique:
HEADING: "Adolescent"
TIME: 45"com version for 30"
PRODUCT: Institucional
AGENCY: Giovanni, FCB
CREATION: Adilson Xavier Cristina Amorim
CREATION DIRECTION: Adilson Xavier/Cristina Amorim
PRODUCTION AGENCY: Cl?udia Paiva/ Charles Nobili/ Carolina Frajdenrajch
ATTENDANCE: Gustavo Oliveira Graziella Gabbay
PRODUCING FILM: Zero Films
PRODUCTION: Cris Pillar
DIRECTION: Amom
ATORES/MODELOS: Paula Werneck
PHOTOGRAPH DIRECTION: Sergio Amom
AFTER PRODUCTION: Vector Zero
ASSEMBLY: Amon
SOUND PRODUCER: Tesis
PRODUCTION SOUND: Leandro Weingtneir
APPROVAL CUSTOMER: Helena Werneck

Stage 2. To add positive values together the media In the conception of each campaign, we look for to add together the positive media, values in such a way with the voluntary enrollment of each involved professional as also for the quality and diversity in the use of important ways of spreading (TVs, radios, periodicals, magazines, billboard, urban furniture, etc...). From this moment, we mount a net of people volunteers whom the accomplishment of events of spreading has proportionate of message of the campaigns in diverse enterprise sectors and of the society. For originalidade, diversity and sequence of carried through events the interest of media increased consideravelmente. With the force and knowledge of the volunteers, we obtain to concentrate in these great events artists, entrepreneurs e formadores of opinion making with that many news articles were made e published with prominence. The voluntary groups previously formed, they had grown and if they find with availability and will to follow in front.

We were, definitively marking, with the intense aid of m?dit went, a change of focus and perception on people with necessity special.

Stage 3. Creation of slogan reference as multiplying of ideas and sustainable capital (stage currently being carried through) To extract of the campaigns a slogan that was reference, that it was remained in the memory of the society and if became one respect multiplier the differences, obtained to generate prescription for institute, for products produced for the workshops of qualification of diverse organizations and for craftsmen of new products that could be associates mark. In our last campaign of 2003/2004, we identify to our slogan key - "To be different is normal ". As much the slogan as the image of campaign - a girl with syndrome of down, had reached beyond its public target and if makes remembered in all the social classes with positividade, descontra??o and seriousness. We want to add to the slogan, commercial value through of good partnerships as distinguishing positive for development of produtos/servi?os and future partnerships. Made this, to mobilize the groups volunteers in the diverse cities, to search the companies, incentive together financier, volunteer and of rendering of services that helps to materialize initial project - Central office of Information, origin of all this way. To reach this last stage and so that it can be used, consulted and supplied of data, we will mount a voluntary net of it collects of these data through the diverse organizations, institutions e facultieses spread for all domestic territory. To extract products and services possible (CDs and DVDs with diverse informative lines for applications in companies, books, brochures, courses and all a gamma of didactic material).

The force and obtained seriousness of the slogan with the good spreading it has proportionate the opening, without responsibility for the institute, of commercial points of the campaign "To be different it is normal" in shoppings.To create a commercial line of devices, clothes, and accessories with the mark - To be different it is normal . To make, through intense mobilization of events e together spreading the media, with that the products if become desired in the market.

4. As to be reapplied by others Ongs This type of described initiative above, it could be repeated and developed in each city generating jobs and capital involved sustet?vel for maintenance of the organizations and craftsmen. When to close this stage, we will have fulfilled our paper as organization, filling through joint actions, a gap of lack of information important and that they were presented of disorganized form.

Our strategy of work has helped to acquire knowledge a society and to cement new ways. The base of its sustentation is the formation of commercial partnerships. It is an action in constant movement that can be applied in diverse areas. To identify in each event common in our cities, chances of if making gift of a form operating and positive. To use the social marketing, as handspike and argument front to the commercial and assistencialista marketing.

Other organizations already can to reapply and to usufruct of this new concept implanted in the society. They had appeared partnerships of new projects with our Ong.The slogan "To be different is normal" a very well accepted facilitador for the opening of new ways e became partnerships.

5) Key Strategy Elements:

i. Mobilizing Citizen Support:
All the strategy of this work was mounted to reach a great piece of the society and it has helped to acquire knowledge a society and to cement new ways. Making it if to mobilize front the actions e considered events. We are certain that to leave of these mobilizations volunteers, the concept and the respect the all citizen, in prominence with necessities special, will be strengthened and spread out.

ii. Generating Financial and Nonfinancial Resources:
As our first product identified - Central of Information it did not add values by itself, its commercial by- products and of rendering of services did not become sustainable. This in made to identify them one another product of extreme importance that could to stimulate the first one (institucional Advertising campaigns). These voluntary campaigns do not have none appeal financier, but commercially they had raised the subject (deficiency) the interesting parameters, becoming positive future partnerships for the accomplishment of its commercial projects. The income of venda of products is reverted for the institutions and involved craftsmen e they demonstrate the confidence that the society has deposited in the change of concepts.

iii. Establishing Relationships with Strategic Partnerships:
All this sequence of action developed for us, they had made with that they were established and if they created ways positives for the meeting of important partnerships. We become interesting of commercial, social point of view and with a great return of media.Ours strategy of future social marketing is to continue identifying and promoting events that always raise our commercial potential.

iv. Engaging and Managing Volunteers:
As we intend to form a net national of collections and distribution of data, if it makes necessary to engage e to manage volunteers for the country all so that it let us can supply e to always bring up to date the Central office of Information. This management will be all virtual, following lines and parameters defined for the coordination. We will search this together enrollment the universities, and its students, together companies e as much others that want to participate.

v. Developing Information and Spreading the Message:
To engage a community always was mote of the events carried through by us and will be always our focus. It is directly related to the future consumption of products and services. Not necessarily ours, but also of the products and services offered for the companies partners. Through the accomplishment of these events for the cities always using our slogan subject "To be different it is normal",we reach one strategy of only, agregadora social marketing of commercial values, that they start to make possible futures institucional projects.

6) Increasing Self-sufficiency and Social Impact:
Today our auto sufficiency comes of venda of the products with aggregate values of the mark "To be different is normal " e that already they are being commercialized. We are in putting into motion for the launching of new products together the great companies and that divulgadores in domestic territory enclose sectors sufficient.

We are the time all dealing e expressing our use for the social marketing, that is, at a first moment focus is essentially informative. To each new step in this direction and having as resulted a bigger abrang?ncia of awareness of the cause, people will be producing espontaneamente new works of questionings and firma??o of our actions.

Today already we can mensurar this impact through the work return spontaneous carried through by formadores of opinion , as we transcribe a stretch to follow. Study of the intitled advertising "Adolescent" of the Campaign To be Different It is Normal.

UNIVERSITY REGIONAL OF BLUMENAU

CENTER OF SCIENCES HUMAN BEINGS And the COMMUNICATION

..... The information gotten through the VT studied, it showed as a propaganda can be inclusive, impactante e true, and at the same time, creative, colored and glad...

.... The study it showed satisfaction for the advertising created, considering this as inclusive and well boarded. In general, it was observed media as a child who is only engatinhando, however, in the certain way, having still very to cover, where many research e will be necessary mainly awareness.

The same also it standed out importance of the propaganda and the media when approaching the subject deficiency, assisting as facilitador of the social inclusion. It showed the conscience of the professionals to to evaluate that an inclusion system is adjusted since that structuralized well, e that this needs to be joined with coherent public politics, having the media great paper in this process. "the propaganda is one of the ways of possibility of insertion ".

A raised excellent factor was that a bigger information expects of the media that the passed one currently, a time that the interviewed ones of the professional field believe that without information it will not have inclusion.

8) Organization Mission and Vision:
Mission; to develop projects of special professional qualification of the individual with necessities and formation of a more including society to all the diversities human beings. Vision: Focar in strategical projects e differentiated, that they motivate reactions of the society and in benefit of the people with necessities special

Looking Forward to the Next Three Years:
To keep and to add new products for commercialization through the nets formed for the points of venda in cities. To become the Central project of known Information, to increase the net national of collections and distribution of data, so that let us can supply it e to keep always brought up to date the Central office of Information.

Contact Information:
Helena Therezinha  de Mattos Werneck
Founder
MetaSocial Institute
Rua Fala Amendoeira, 348/303 - Barra da Tijuca - R
Brazil
Tel: 55 21 2438-0563
Fax: 55 21 2564-4455 r. 209
Email: metasocial@globo.com
Website: www.metasocial.org.br