Fanáticos de lo Real by Burger King

Objectives: On the axis of employment, one of the main, if not the main problem of this country, we articulate the brand strategy that we present, combining the typical purpose of a CSR campaign with the technique and executions characteristic of a Branded Content. The starting premise is the delicate situation of which many of us are unaware. 92% of the Spanish population with intellectual disabilities between 16 and 24 years old is unemployed. Their situation is the responsibility of many: State, Administrations, other organizations… But contributing to their solution is also in the hands of the brands. And that is why Burger King® is doing its bit. Universal accessibility for people with disabilities is a fundamental value for the company. For more than ten years, it has been collaborating with different associations for social and occupational inclusion in its restaurant and offices. Within this framework, the company has designed Fanáticos de lo Real, a project which aims to promote the labor and social integration of people with intellectual disabilities, creating opportunities and materializing the brand’s commitment to inclusion and diversity.