Pioneering Campaign Empowers Intellectually Disabled People to Drive

Latin America's largest car rental company, Localiza, has launched its Xtraordinary Driving School to empower people with intellectual disabilities to earn their driver’s licences.

According to data from the Ministry of Infrastructure, Brazil has more than 74 million licensed drivers - but only two with Down’s syndrome. Despite the fact that there are no restrictions on people with intellectual disabilities driving, most either aren’t aware of this or have faced social and intellectual barriers growing up. 

The initial impetus for the campaign came about after Rui Tofani, a planner at Localiza wanted to help a friend with Down’s syndrome fulfil her dream of obtaining a driver’s licence. Reflecting on the obstacles she would face, Localiza's in-house agency, Maloca73, was spurred on to make a change. With the Xtraordinary Driving School, Localiza will not only raise awareness for the opportunities available for aspiring drivers, but also offer driving courses and cover the expenses of 30 aspiring drivers with intellectual disabilities.

One of Brazil’s drivers with Down’s syndrome is Laura Simoes, whose story is told in the hero video broadcast across TV and social media. Having always been fascinated with driving, we watch as the day comes for her to translate her dreams into reality, backed by her own determination and the support of those around her.

The campaign has already achieved enormous success, reaching more than 15 million unique users, prompting 98% positive interactions on social media, and even getting the attention of the Brazilian senate. The school’s first enrolment class was filled less than 24 hours after its launch, and four were filled in the first three days.

Localiza has also partnered with the Mano Down Institute, a non-profit organisation promoting the autonomy and inclusion of people with Down’s syndrome and other disabilities.

Leonardo Gontijo, founder and director of the Mano Down Institute, states that the campaign brings dreams to life for people with intellectual disabilities, and enables their families to anticipate an inclusive future with more opportunities for autonomy. "We are an NGO that serves more than 800 families of people with Down’s syndrome and other disabilities. We have entire generations of people who live apart, socially invisible. This campaign empowers them to seize opportunities to develop, gain autonomy, and carve out a place in society.”

Tatiana Rocha, brand director of Localiza, notes that the brand is proving that the future of mobility can include everyone. It’s not only raising awareness, but also taking action by training teachers in driving schools throughout the country, and paying for driving courses, medical exams, legal expenses, and all the tests required for obtaining a licence.

Antonio Augusto, marketing director of Localiza, highlights: "The Xtraordinary Driving School is a long-term, unique project that brings out the best in those who participate and are impacted by it. Making it a reality required learning, sensitivity, and courage to propose a new and inclusive approach to the dream of getting a driver's licence. I feel privileged to be a part of it.”

The story of the Xtraordinary Driving School is set to progress across the year, including updates on those who enrolled in the driving school and new partnerships to support those looking to get their licence in the future.