If we were starting again, creating a new world on Mars who would you want to take? This proposition by Ogilvy Spain, designed to make its audience thing about what makes the world a better place,  is a social campaign idea for diversity organisation, ONCE Social Group.

The campaign, A more inclusive planet is a better world. Here and on Mars, aims to highlight that a more inclusive society as a distinguishing feature that makes Earth a better place.

The metaphor of inhabiting Mars in 2040 (which is based on a NASA prediction), proposes 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.

Ramiro Alda, creative director of the campaign alongside Jorge Calvo, commented, “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.”

The campaign is running throughout December in Spain 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.