In Spain, it is estimated that about 4,500 people live with achondroplasia and other skeletal dysplasias with severe short stature, of which between 1,200 and 1,500 specifically have achondroplasia. Coinciding with the International Day of People with Achondroplasia and other Skeletal Dysplasias, the ADEE association has presented the most uncomfortable campaign of the year at the MAPFRE Foundation in Madrid. Developed by the creative agency &Rosàs and the production company Roma, this impressive audiovisual piece seeks to make visible the “dehumanization” that still persists in society towards people with achondroplasia, forcing a deep collective reflection on the stigmas and prejudices that still remain in force.
Inspired by the portraits of court jesters that Velázquez painted more than 400 years ago, this campaign denounces how many people with achondroplasia continue to be seen in that same light today. Through an elegant recreation of these paintings and a provocative speech, taken from the testimony of the characters themselves who speak about their reality, it reveals how current society, in the 21st century, continues to be complicit in the “ridiculization of this group.” «.
«Today we are here to claim our rights, we do not ask for favors. We demand respect, dignity, access to adequate medical care, inclusive education, and full integration into society. This campaign is a reminder of the need for a profound change in the way we are perceived and treated,” said Carolina Puente, president of ADEE.
For his part, Pol Martínez, creative director of &Rosàs, highlighted during the presentation: «This is a tough, uncomfortable, but necessary campaign. “We wanted to create something that was difficult to ignore, because the dehumanization and ridicule of people with achondroplasia is a reality that we can no longer ignore.”
Jesús Martín Blanco, General Director of Rights of Persons with Disabilities and representative of the Ministry of Social Affairs and Agenda 2030, also participated in the event, underlining the importance of campaigns like this one to promote inclusion and respect towards all people, regardless of their physical condition.
The distribution of this group is uneven, with a greater concentration in Catalonia, the Valencian Community, Madrid, Andalusia and Castilla y León. Unemployment remains a major structural problem for this group, with 6 in 10 people unemployed, and only a minority accessing higher education. Furthermore, the lack of accessibility in leisure and recreational activities increases their feeling of isolation and loneliness.
Following the launch of the campaign, ADEE calls on companies, institutions and citizens to collaborate in the fight for the rights of people with achondroplasia, promoting a fairer and more inclusive society.
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