DViO Digital conceptualises #EverydayAbility campaign for Firefox Bikes
The campaign continues to dispel misconceptions surrounding Persons with Disability (PWD) and promote inclusive hiring
DViO Digital (formerly Xebec Digital), an integrated marketing company that focuses on the digital transformation of brands and businesses stitched together a CSR campaign #EverydayAbility on behalf of Firefox Bikes to showcase the potential of Persons with Disability (PWD) and promote inclusive hiring. The campaign focuses on the capabilities of every individual to be able to get through an average day and promote the messaging of ‘With all our differences and our similarities, we have the will, the ability to adapt and conquer each day’.
As a part of a national campaign DViO Digital and Firefox Bikes kickstarted the on-ground campaign with a wall-climbing activity in Goregaon, Mumbai. The event saw participation from Firefox riders and PWD performing adventure sports together. This event was the first of six events planned through the year 2018-19 as part of Firefox Bikes’ CSR program. DViO Digital got Volunteer4India and Adventure Beyond Barriers Foundation (ABBF) on board to organise the CSR activities. Now in its second year, the #EverydayAbility campaign continues to dispel misconceptions surrounding Persons with Disability (PWDs), proving that disability is not an impediment to adventure. Through #EverydayAbility campaign, DViO Digital and Firefox Bikes hopes to facilitate both systemic and individual change – for greater participation of PWDs in regular workforce.
Leading by example, at the end of last year’s campaign, Firefox Bikes have hired PWD in their own workforce and will continue inclusive & diversity hiring across the organization this year. Through this campaign, Firefox will motivate their partners, dealers, and other corporates to consider inclusive hiring. This initiative has also introduced hiring practice training & process changes necessary for diversity hiring at the workplace for Firefox Bikes.
Commenting on the campaign Sowmya Iyer- CEO and Founder, DViO Digital said, “#EverydayAbility is an initiative which hopes to build an ecosystem grounded in the principles of dialogue, acceptance, and equality of all. Through this campaign, we hope to facilitate systemic and individual change which is also what Firefox Bikes as a brand stands for. DViO Digital is committed to creating opportunities for brands beyond conventional engagements that are integrated and effective #EverydayAbility campaign is an example of how DViO Digital unlocks this value for its’ clients every step of the journey.”
Commenting on the program, Aditya Munjal, CEO of Firefox Bikes said, “Last year's resounding success of #EverydayAbility has given us the momentum to push forward with this iconic campaign. He added, “We were overwhelmed to see the potential of PWDs during these events. I am confident that they would prove to be real assets if they are given opportunities to join regular workforce. Am ecstatic to join hands with Dvio and their infectious zeal and energy makes this campaign even more special”
This year, #EverydayAbility will be conducting events across Mumbai, Ahmedabad, Chennai, Kolkata, Bengaluru, and Delhi. These events would have activities such as inclusive paramotoring, rock climbing, water sports, rappelling, and trekking. The brand aims to deepen its engagement with NGOs and social impact organizations working to empower PWDs in each of the cities, in the process engaging the Firefox Riders and dealers in each city with this eye-opening initiative. The campaign series has previously taken place in Gurgaon, Mumbai, Bangalore, Chennai, and Hyderabad.
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