MARTE

ONCE Social Group has launched ‘A more inclusive planet is a better world. Here and on Mars’, a campaign based on the futuristic idea of inhabiting Mars in 2040. Based on this prediction by NASA, and with this major project as a pretext, the campaign's message highlights a more inclusive society as a distinguishing feature that makes Earth a better place.

The campaign, developed in collaboration with Ogilvy Spain, is based on the metaphor that if we are about to colonise a new planet, we must do so based on the values that define us as a society. It shows people with disabilities in different settings: at work, in education, in sport and in everyday life, and contrasts the future of Mars with the present on Earth, showing people with disabilities fully integrated.

The campaign invites deep reflection: let us take to Mars the inclusive society we have been working towards and which, with everyone's effort and participation, we are achieving.

For his part, Ramiro Alda, creative director of the campaign alongside Jorge Calvo, asserts that ‘If we dare to dream of inhabiting another planet, we must also dare to imagine a better society. Better... how? By building it on the basis of inclusion. It's not about what Mars will be like in 2040, but about how we decide to be today.”
Diversity as a driver of progress

ONCE Social Group emphasises that diversity is the driver of progress, reminding us that inclusion is not only a value, but also the only way to advance as humanity and be prepared for the challenges of the future. A society that fully includes people with disabilities is not only fairer, but also stronger, more humane and, ultimately, better.

The campaign will run from 2 to 31 December on television, radio, at points of sale, outdoors, in the press, online, on landing pages and at a campaign launch event, achieving wide media coverage to raise awareness and mobilise society.
Production was handled by SMILE, with management and post-production by Telson.