New logo and changes in communication strategy aim to boost opportunities and business, embracing ideas and actions for the world of people with disabilities
São Paulo, August 2023 – The efforts for people with disabilities in Brazil to be included in all areas of social and economic life, expansions are needed. These changes involve companies, which must awaken to the potential of these people, their needs, and also the huge market they represent. Inclusion and diversity can make a difference in the results of companies and brands.
These challenges are present in the changes made to Reatech 2023's communication – International Exhibition on Inclusion, Accessibility and Rehabilitation – considered the largest and most important fair in the segment in Latin America. The event will take place from October 4 to 7 at the São Paulo Expo, with several exhibiting brands expected and over 50 thousand visitors.
O The Brazilian Institute of Geography and Statistics (IBGE) had already shown, in 2010, that the total number of Brazilians with some degree of disability was 46 million people, or 25% of the population. The 2023 census provided more detailed data: of this group, 18.6 million face even greater difficulties with certain functional activities (seeing, hearing, walking, and mental and intellectual challenges). Furthermore, this population has less access to employment, income, and education. The full inclusion of these individuals will benefit society as a whole, creating more opportunities.
It was precisely to expand its role in this transformation that Reatech 2023 rebranded and readjusted its market positioning. The objective is to attract more companies that identify with the potential of the universe of people with disabilities. “We made changes to the Reatech logo, adopting the ‘hugging heart’ icon to convey the idea that our fair can and should attract more partners and companies, because it is a great platform that promotes products and services to the public of this market,” explains Maurício Duval Macedo, CEO of Fiera Milano Brasil, the organizer of Reatech.
“The heart icon already existed in Reatech's logo, but it needed to broaden its meanings and be modernized, a path that has already been taken by major brands. In addition to love, the heart image incorporates the idea of feeling embraced, which brings more connection with the event's purpose. Brands can embrace the cause, and the market for people with disabilities can embrace companies, says Regina Silva, portfolio director at Fiera Milano Brasil.
In the campaign, developed by the Sauer agency, the new heart “embraces” the messages of the promotional pieces. The event incorporates the 2023 Reatech Congress, presenting policies, actions, and methods of inclusion, accessibility, and rehabilitation in the corporate market.
Reality of people with disabilities
According to the IBGE, the population of people with disabilities presents challenging statistics. The illiteracy rate among the 18.6 million people with greater difficulties in performing functional activities was 19.5%, compared to 4.1% among people without disabilities. Only 25.6% of this group completed high school, and their labor force participation rate was just 29.2% (a percentage that rises to 66.4% for people without disabilities). Also according to the IBGE, the average real income of people with disabilities, when employed, was R$ 1,860, while the income of people without disabilities was R$ 2,690. The data confirm that there is still a long way to go, but there is also enormous potential for new ideas and initiatives.
About Fiera Milano Brasil
Fiera Milano Brasil it is Brazilian subsidiary of Fiera Milano, one of the world's largest trade fair and congress players, which each year attracts approximately 30,000 exhibitors and more than five million visitors. In Brazil, there are seven fairs representing the most diverse segments of the economy, such as security, clean and renewable energies, pipes and fittings, cables, occupational health, rehabilitation technologies, inclusion and accessibility, among others. Among the main brands in the portfolio are Exposec, Fisp, Fire Show, Congresso Ecoenergy, Reatech, Tubotech and Wire South America. More information: www.fieramilanobrasil.com.br
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2PRÓ Comunicação
Myrian Vallone | Teresa Silva
Team email: fieramilano@2pro.com.br
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