McCann Colombia Fights Bias, Opens Up Opportunities With "Blind Interviews" Campaign


Robert Goldrich
Thursday, Mar. 28, 2019


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People with visual disabilities see clearly without bias as they interview job applicants, reaching decisions that aren’t based on appearance but rather each individual’s merit. That’s the premise behind this “Blind Interviews” initiative from McCann Colombia for Centro de Rehabilitacion Visual Integral (CRAC--Eye Rehabilitation Center).

“Diversity and inclusion are a strong motivation to seek creative ideas that have a meaningful role in the life of society,” explained Alejandro Bermúdez, chief creative officer of McCann Colombia. “With ‘Blind Interviews,’ we look for including people with visual disability to working life, developing their skills and abilities, to deliver a service free of bias to many companies that are now changing their selection and recruitment processes.”

Catalina Esteban Reverend, CRAC communications director, said, “Every day we work in order to break paradigms and stereotypes of society about visual disability.” Through “Blind Interviews,” not only are job applicants afforded opportunities for inclusion based on their merit but so too are the visually impaired who get the chance to show how they can contribute to the workforce. CRAC has gained the support of Grupo Contacto, a leading headhunter company in Colombia. “Blind Interviews” are in line with how recruitment and selection methods have evolved with the development of a more inclusive and diverse perspective. From the submission of curriculum vitaes without photos, designs of interviews based on applicant skills with no bias or prejudice about physical appearance of job candidates, and more transparent and honest processes that really find the ideal and right person for employment.

Gaining exposure on TV, YouTube, Facebook and Google Display Network, this film, directed by Juan Rueda of production company Akira, showcases “Blind Interviews,” showcasing the viability of the initiative.


Client Centro de Rehabilitación Visual Integral (CRAC--Eye Rehabilitation Center) Agency McCann Colombia Samuel Estrada, VP creative; Alejandro Bermudez, chief creative officer; Anderson Quiroga, Juan Afanador, creative team; Stephanie Calderon, Juan Montes, copywriters; Maria Fernanda Hidalgo, Sebastian Zuluaga Production Company Akira Juan Rueda, director. Postproduction/Editorial Bogota Post Sound Production Laika

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