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					MANIFESTO MUNDIAL PELA INCLUSÃO DE TODOS
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     IT´S NORMAL TO BE DIFFERENT,
       AND RIGHTS ARE THE SAME

INTERACTIVE PETITION PRO INCLUSION,
 AGAINST PREJUDICE AND TO PROMOTE
  THE UN CONVENTION ON THE RIGHTS
    OF PERSONS WITH DISABILITIES
MANIFESTO MUNDIAL PELA INCLUSÃO DE TODOS
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                    Why is it
             NORMAL TO BE DIFFERENT?



        Because every human is unique.
     The sole characteristic that unites us is
                    DIVERSITY.

        (normal in the sense of usual, ordinary, we are all different,
                       so it is normal to be different)
MANIFESTO MUNDIAL PELA INCLUSÃO DE TODOS
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 An unprecedent study in the world done by a
      renowned research institute in Brazil,
        ordered by the Brazilian Ministry of
 Education, found generalized prejudice in the
   school environment in Brazil (99,3%). This
    prejudice is keeping historically excluded
             groups to succeed in life.
 IT IS URGENT that all society unites to tackle
              this difficult question.
MANIFESTO MUNDIAL PELA INCLUSÃO DE TODOS
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                                             WHO ARE WE?
                              •   Women and men
                              •   Boys and girls
                              •   Young and old
                              •   Whites, blacks, Indians, Asians
                              •   Persons with disabilities
                              •   Lesbians, gays, transexuals and
                                  tranvestites
                              •   Indiginous people and different ethnic
                                  groups
                              •   Jews, christians, muslims, protestants,
                                  atheists
                              •   Rich and poor
                              •   Literate and illiterate
                              •   Immigrants and tourists
                              •   Doctors and house wives
                              •   Taxi drivers and delivery persons
                              •   The smart, the sick, the homeless, the
                                  fat, the myopic, the tall, the retired...

                                     Persons from all populations
           Crowd
MANIFESTO MUNDIAL PELA INCLUSÃO DE TODOS
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       Are persons with Down syndrome normal?
             “Some are and some are not.”
        Rodrigo, 26, surfer with Down syndrome



 “I want to be seen as a human being. Enough of being
                    seen as an alien.”
   Ana Paula Crosara, attorney, university professor,
            human rights activist, quadriplegic
MANIFESTO MUNDIAL PELA INCLUSÃO DE TODOS
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          Why do they think that?
          Because “NORMALITY”,
                  that is,
         BELONGING TO A GROUP,
           depends on one thing:
                INCLUSION
   MANIFESTO MUNDIAL PELA INCLUSÃO DE TODOS
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                                                                                      People are
                                                                                    excluded from
                                                                                   society in many
                                                                                        ways.

                                                                                       The most
                                                                                    common one is
                                                                                   through poverty
                                                                                      and lack of
                                                                                    opportunities.
Raquel Grabois 10 anos, que tem síndrome de Down, aluna da Escola Municipal,
em pé na sala de aula entre dois de seus amigos, um menino negro e outro moreno.
MANIFESTO MUNDIAL PELA INCLUSÃO DE TODOS
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Ilustração mostrando animais perfilados – um gato ao lado de um elefante, ao lado de uma foca, ao lado de um peixe em um aquário, ao lado
de um macaco, ao lado de um pássaro, ao lado de um sapo. Um homem de óculos aponta para uma árvore e diz: “Para garantir um processo
de seleção justo, todos terão que fazer exatamente a mesma prova – subir naquela árvore”.



                                         Equal Opportunities

                    To ensure a fair selection
                 process, everyone has to do the
                        exact same task:
                          climb that tree.




               Functional Diversity                                                             Environment
MANIFESTO MUNDIAL PELA INCLUSÃO DE TODOS
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        So why even in rich countries,
       persons with disabilities are the
            most excluded group?

   Because the major barrier separating
    persons with disabilities is attitude:
                PREJUDICE
MANIFESTO MUNDIAL PELA INCLUSÃO DE TODOS
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           6 patinhos pretos estão de costas, em cima de um muro baixo. Um pato amarelo fica
           na ponta das patas, como que querendo subir.
MANIFESTO MUNDIAL PELA INCLUSÃO DE TODOS
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        Even though all international
  organizations, governments and societies
   agree that the inclusion of persons with
      disabilities is a right and a need,
          THERE HAS NEVER BEEN
           a worldwide effort to
            tackle this question
MANIFESTO MUNDIAL PELA INCLUSÃO DE TODOS
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   MetaSocial Institute, from Brazil, in
 partnership with Public Relations Agency
   Giovanni+DraftFCB International and
  Globo Network, presents a worldwide
   project to promote INCLUSION, fight
     PREJUDICE and promote the UN
     CONVENTION ON THE RIGHTS OF
       PERSONS WITH DISABILITIES
    MANIFESTO MUNDIAL PELA INCLUSÃO DE TODOS
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                                                                                      • MOTIVATION
                                                                                               – Persons with
                                                                                                 disabilities are still
                                                                                                 invisible to society

                                                                                               – They represent 10%
                                                                                                 of the world’s
                                                                                                 population,
                                                                                                 constituting the
                                                                                                 largest “minority”

                                                                                               – Many still believe
                                                                                                 that they are second
                                                                                                 class citizens, and
6 pessoas com as cabeças se encontrando e sorridentes, olham para baixo em direção à câmera:
                                                                                                 should be segregated
um senhor negro, um idoso branco, uma jovem negra, um rapaz com síndrome de Down branco,
uma menina de óculos loura, uma jovem asiática
 MANIFESTO MUNDIAL PELA INCLUSÃO DE TODOS
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• CONTEXT

  WHO ARE THE PERSONS WITH DISABILITIES?
 Those who have long-term physical, mental,
 intellectual or sensory impairments which in
 interaction with various barriers may hinder
 their full and effective participation in society
 on an equal basis with others.
 UN Convention definition
    MANIFESTO MUNDIAL PELA INCLUSÃO DE TODOS
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                  PEOPLE FROM ALL WALKS OF LIFE




Desenho mostrando um rapaz com mochila e sacola, uma mulher grávida, um senhor em cadeira de rodas, uma mulher empurrando um carrinho com
criança, um menino pequeno, um senhor obeso de óculos. No Centro, a figura humana com 4 braços e 4 pernas, desenhada na parede e uma mulher,
amputada da perna esquerda tenta se encaixar à imagem
 MANIFESTO MUNDIAL PELA INCLUSÃO DE TODOS
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 A baby that needs to be carried or go in a stroller
 A small child that cannot reach the elevator button
 Someone who broke his leg and needs to climb stairs
 A pregnant woman trying to get on the bus
 An illiterate citizen searching for information on the
  internet
 Tourists who do not speak the local language and try to
  communicate
 A person who cannot read the small letters on a label

              IF WE DO NOT DIE YOUNG,
    THESE SITUATIONS COULD HAPPEN TO ANY OF US!
 MANIFESTO MUNDIAL PELA INCLUSÃO DE TODOS
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• CURRENT SCENERY
 In average, people are living 20 years more than before

 Accidents and urban violence cause death and
  incapacitating conditions, specially among working age
  citizens

 Old and new diseases, including AIDS, especially when
  associated to poverty, generate incapacitating
  conditions that lead to more poverty and social
  exclusion
 MANIFESTO MUNDIAL PELA INCLUSÃO DE TODOS
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• INCLUSIVE DEVELOPMENT
 For countries’ economies to be sustainable, the growing
  elderly population should be able to live and function with
  autonomy and quality of life
 The cost of special services is always much higher and less
  effective than public and private projects designed FOR
  ALL
 To guarantee universalization, ALL public and private
  projects should be conceived with an inclusive approach
  from planning to implementation
MANIFESTO MUNDIAL PELA INCLUSÃO DE TODOS
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Beyond that, the math is simple:

 It is a question of paying now or paying more later

 By investing in inclusion, less people will depend on
  social assistance in the future

 And more included citizens will contribute as workers
  and tax payers
MANIFESTO MUNDIAL PELA INCLUSÃO DE TODOS
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                        Universal Access and Equity




Mulher em cadeira de rodas se dirige à praia, de mão dada com a filha pequena, usando caminho acessível. No fundo,
o mar, palmeiras. À frente uma plaqueta com o símbolo internacional de acessibilidade.
  MANIFESTO MUNDIAL PELA INCLUSÃO DE TODOS
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• DISABILITIY = FUNCTIONAL LIMITATION x ENVIRONMENT

 The same severely myopic woman can be considered blind if
  she lives in a poor country, but the same woman will be able
  to see very well with glasses if he lives in a rich country with
  good access to health

 Exclusion starts with statistics – very few countries, among
  them Brazil, have surveys about the group

 The few known numbers are alarming and show a direct
  relationship between poverty and disability
 DISABILITIES CAUSES POVERTY  POVERTY CAUSES DISABILITY
  MANIFESTO MUNDIAL PELA INCLUSÃO DE TODOS
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• THE MOST EXCLUDED
 15% of Brazil´s population and around 10% in the world have some kind
  of disability, constituting the largest “minority”
 25% of the world´s population are directly or inderectly affected by
  disability. Among them, these persons’ relatives
 This number is increasing, due to population growth, advances in
  medicine and the aging process
• INTELECTUAL DISABILITY
 Persons with intelectual disabilities are the most excluded and
  discriminated against group and a permanent target to abuse and
  violence
 They represent the lower rate of inclusion at school and at the
  workplace

                                            Dados: IBGE, ONU, PNUD, OIT, OMS
  MANIFESTO MUNDIAL PELA INCLUSÃO DE TODOS
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• DISABILITY AND POVERTY
 The poorer the country, the more persons with disabilities. The
  more developed, the fewer
 20% of the poorest in the world have a disability
 82% of persons with disabilities live with less than US$ 1 a day in
  developing countries
 30% of street youngsters have a disability
 By 2030 the number of persons with disabilities in southern
  countries will grow 150%, and in northern countries, 40% (in this
  case because of aging)

                                           Dados: IBGE, ONU, PNUD, OIT, OMS
   MANIFESTO MUNDIAL PELA INCLUSÃO DE TODOS
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• DISABILITY AND VIOLENCE
 Persons with disabilities were victms of Nazi extermination
 In some countries, up to one fourth of disabilities are caused
  by accidents and violence
 Women and girls with disability are particularly vulnerable and
  present high rates of abuse (25%)*
 In 28 African countries, over 100 million girls and women
  acquire disabilities due to genital mutilation
 To each child killed at war, three survive wounded or acquire a
  disability

 Dados: IBGE, ONU, PNUD, OIT, OMS *Research in Orissa, India, 2004
  MANIFESTO MUNDIAL PELA INCLUSÃO DE TODOS
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• DISABILITY AND HEALTH
 Only 2% of persons with disabilities in developing countries
  have access to the health system
 20 million women each year acquire a disability due to
  complications in pregnancy and labor
• DISABILITY AND EDUCATION
 Only 1 to 2% of children with disabilities in developing
  countries go to school
• DISABILITY AND WORK
 386 million persons with disabilities in the world are
  working age. Unemployment among them reaches 90% in
  some countries. Many employers think that persons with
  disabilities are incapable of working
                                        Dados: IBGE, ONU, PNUD, OIT, OMS
 MANIFESTO MUNDIAL PELA INCLUSÃO DE TODOS
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               Filme Institucional do Instituto MetaSocial – Menina Azul (criação Giovanni+ DraftFCB)
Dentro de elevador, moça com síndrome de Down pintada de azul olha pra cima enquanto casal atrás dela a observa
 MANIFESTO MUNDIAL PELA INCLUSÃO DE TODOS
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• DOWN SYNDROME
 Persons with Down syndrome have the presence of
  the 21st extra chromosome that causes their
  intelectual disability “written on their faces”

 FOR THAT REASON THEY WERE THE ONES CHOSEN
  TO RAISE THE FLAG OF THIS MANIFESTO FOR
  INCLUSION AND AGAINST PREJUDICE
  MANIFESTO MUNDIAL PELA INCLUSÃO DE TODOS
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• IN BRAZIL
 In 2005 Globo Network launched the soap opera Pages of
  Life, by Manoel Carlos, with Instituto MetaSocial’s
  consultancy
 One of the main characters was a girl with Down
  syndrome, who was so popular that she was even turned
  into a doll by SocialTarget Institute´s initiative, Clara´s
  Gang, the first dolls with Down syndrome for commercial
  use




                            Duas moças com a camiseta Ser Diferente é Normal       Boneca da Clarinha dentro da caixa
       Clarinha na escola   seguram no colo bonecos da coleção Turma da Clarinha
  MANIFESTO MUNDIAL PELA INCLUSÃO DE TODOS
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• AROUND THE WORLD
 The soap opera took the wave of inclusion to over 20
  countries where it was shown, reafirming the importance
  of partnership with the media to fight exclusion




  Cartaz promocional da novela Páginas da Vida em espanhol –
  Clarinha (Joana Mocarzel) brinca no balanço com a mãe Helena
  (Regina Duarte) , ambas sorriem
  MANIFESTO MUNDIAL PELA INCLUSÃO DE TODOS
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• IN BRAZIL
 After this soap opera, that tackled
  school inclusion issues, it became
  easier to guarantee that students
  with disabilities would go go to
  regular schools
 Even so, the number of children
  with disabilities at school is still
  very low in Brazil
 The few who do get any education
  go to special schools and have
  reduced opportunities to learn         Jovens com e sem deficiência usando computadpres em sala

  and live.                              de aula
   MANIFESTO MUNDIAL PELA INCLUSÃO DE TODOS
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                                   IT´S NORMAL TO BE DIFFERENT,
                                     AND RIGHTS ARE THE SAME




                                                                                                    Foto do ator Guilherme Berenguer antes e depois
Foto da atriz Malu Mader ates e depois da         Foto do ator Ailton Graça ates e depois da        da ransformação do Manifesto pela Inclusão olhos
transformação do Manifesto (olhos aparentam ter   transformação do Manifesto (olhos aparentam ter   aparentam ter síndrome de Down)
síndrome de Down)                                 síndrome de Down)
   MANIFESTO MUNDIAL PELA INCLUSÃO DE TODOS
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          INTERACTIVE PETITION FOR INCLUSION AND
           AGAINST PREJUDICE, TO PROMOTE THE UN
         CONVENTION ON THE RIGHTS OF PERSONS WITH
                         DISABILITIES




                                                                                                    Foto do ator Guilherme Berenguer antes e depois
Foto da atriz Malu Mader ates e depois da         Foto do ator Ailton Graça ates e depois da        da ransformação do Manifesto pela Inclusão olhos
transformação do Manifesto (olhos aparentam ter   transformação do Manifesto (olhos aparentam ter   aparentam ter síndrome de Down)
síndrome de Down)                                 síndrome de Down)
 MANIFESTO MUNDIAL PELA INCLUSÃO DE TODOS
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• WHO ALREADY SUPPORTS US?
    -Inter-American Institute on Disability and Inclusive Development
    - http://www.iidi.org/
    - Global Partnership for Disability and Development (GPDD) –
     http://gpdd-online.org/index.php
    - Red Interamericana de Organizaciones no Gubernamentales de
    Personas con Discapacidad y sus Familias (Riadis) –
     http://riadis.net
    - Handicap International – http://www.handicap-
    international.us/hi/
    - Making it Work - http://www.MakingItWork-crpd.org
    - The Rolling Rains Report – Precipitating Dialogue on Travel,
    Disability, and Universal Design - http://www.rollingrains.com/
    - Mr. Blue Sky Movie – Changing lives through Changing Minds –
     http://www.mrblueskymovie.com/
 MANIFESTO MUNDIAL PELA INCLUSÃO DE TODOS
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• WHO IS INVOLVED?
 MetaSocial Institute (MSI): non-profit organization that for
  15 years has carried out actions together with the media
  to promote inclusion of persons with disabilities.
 MSI is an apolitical Institute that does not provide services
  nor receives donations
 It bases its actions on a wide and unique communication
  strategy, focused on information to fight prejudice,
  making society more inclusive and equal
 Our tactic is to use mass media communication,
  promoting positive shifts on the image normally
  associated with persons with disabilities
         MANIFESTO MUNDIAL PELA INCLUSÃO DE TODOS
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Colagem de imagens - Revistinha da Mônica com a personagem com SD, Tati, Faustão com moça com SD, personalidades com a camiseta Ser Diferente é Normal, Exposição de fotos de
pessoas com deficiência, foto de pessoas com síndrome de Down com atores e políticos no Senado, foto de entrevista de moça com síndrome de Down para a TV, poster da campanha Ser
Diferente é Normal, com moça com síndrome de Down, cadeirante jogando basquete, moça no carnaval
 MANIFESTO MUNDIAL PELA INCLUSÃO DE TODOS
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• WHO IS INVOLVED?
 Giovanni+DraftFCB – Public Relations Agency, creator of
  the slogan and symbol of the cause “It s Normal to be
  Different”

 Giovanni has been giving its pro bono support to MSI since
  2001, spreading the concept of respect to diversity
  through media campaigns in and out of Brazil
 MANIFESTO MUNDIAL PELA INCLUSÃO DE TODOS
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                          We can only fight EXCLUSION
                             by building INCLUSION
Quantos profissionais serão perdidos se tantas crianças continuarem a ser excluídas? Nós podemos superar a exclusão construindo a
inclusão... e uma sociedade inclusiva é feita a partir deste projeto.




 Ilustração mostrando grande palavra Inclusion (inclusão em inglês) sendo construída por operários. No centro da palavra, uma rampa por
 onde sobem 3 crianças, uma cega com bengala e um cadeirante liderando, com o punho para cima em sinal de vitória.
MANIFESTO MUNDIAL PELA INCLUSÃO DE TODOS
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                         Project Coordenation :

             Instituto MetaSocial (www.metasocial.org.br)
                    SocialTarget Institute, Rio, Brazil
                            • Helena Werneck
                           General Coordinator
                          • Patricia Heiderich
                          Project Coordinator
                           • Patricia Almeida
                         Strategic Coordinator
                            •Cláudia Grabois
                       •Institucional Coordinator

                       • Rosangela Berman-Bieler
              Technical Consultant (Inclusive Development)

                          • Cassuça Benevides
                 Technical Consultant (Communication)

				
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