The report that you are about to read is included in the section (called Todos Solidarios) that this newspaper publishes every Sunday. But the company that stars in these lines seeks, like any other and above all, its own benefit and that of its clients. And it is for this reason that among its workers it has people with intellectual disabilities (either Down syndrome or autism). There is no doubt that the model of La Casa de Carlota – that is the name of the company, a design agency – is an example of inclusion. But their own leaders maintain that they have this employee profile because it benefits the product they create. “We are not interested in their disability, we look at their abilities,” explains its founder, Josep Maria Batalla, chief creative.
Batalla had the brilliant idea a decade ago to include this profile in his company. He explains that creatives are always looking for talent to work on their advertising campaigns, and the more diverse the better. For this reason, he says, in agencies there are usually men and women of different ages, also from different cultures... "But we had never thought about taking that diversity to the extreme," he says. He, however, did it. He was a pioneer in introducing this profile into the equation. Because? “Because these people think differently just because they were born different.”
It began by incorporating profiles with Down syndrome, “individuals who had no education, did not know what creativity was, nor how to use a computer, but they had a more innocent, basic and naive way of thinking.” Later, it included people with autism. And the experiment worked.
The work process is simply wonderful. After having spoken with the client, the design team establishes the concept on which the campaign will revolve. Next, that idea is transferred to the inclusive group. They will be the ones who will translate that concept into images (using different techniques: illustrations, painting, collages, photographs) and their work will be scanned to return back to the design team, which will execute the final format of the product.
In this way, very successful campaigns and designs have been born. Without going any further, the Nestlé Red Box, designed every year by La Casa de Carlota. They have also worked for Nike, Gallina Blanca, Acciona, the Teatre Lliure and a long etcetera. Right now they are concentrating their efforts, among other tasks, on the development of different models of Christmas greetings. They are finalizing one for an assisted reproduction clinic. “That generated a debate about this technique among the members of the inclusive group, which was the bomb,” says Laura Murtra, the general director.
He says that one of the aspects that differentiates them from the competition is the hand-crafted work carried out by this group of employees. And they do it for six hours a week, spread over three days: Monday, Wednesday and Thursday (two hours per day). “We know that after two hours it is difficult for them to stay focused,” explains Murtra. On Mondays and Wednesdays they focus their work on client assignments, while on Thursdays they have a little more freedom and experiment based on an idea.
The ten people who make up the inclusive group (most of them have been with the company since it was founded) have an indefinite contract as designers. There would be more to do, “and the work they do represents a very important part of the final product that is delivered to the client,” explains Inge Nouws, illustrator and artist who leads them.
She states that she feels “lucky” to be able to work with them (she has been directing them for 9 years) and that they have taught her a lot: “What patience, love, joy are…”. Of course, she asserts that when it comes to work she is strict. She is also the company when she has to hire them (she uses a conventional procedure although she is very careful in dealing with them and their families). “We carry out a selection process, because if not, we are not credible. If we select for talent, they have to have it,” Nouws argues.
David (40 years old) is one of those who had to undergo this rigorous process. He has been in the company for a year and a half (he is one of the recent ones). Like the rest, he works six hours a week, spread over three days. But he would like to work full time. He does not hesitate to express that desire in the presence of the general director, thereby demonstrating his arrogance. To convince her of it, he argues that he does not lose concentration and that two hours seem too short for him.
He also emphasizes his ability to work: “I never get tired. I leave my skin for La Casa de Carlota. “I am very careful and very respectful.” It cannot be said that it sells poorly. He also recognizes, however, what the company brings him: “It gives me a lot of life.”
The company has received countless awards in its almost ten years of existence. Recently, it has been recognized by the World Down Syndrome Awards 2023 in the category of inclusive employment, an award that will be collected in March of next year at the United Nations headquarters in New York (USA).
Josep Maria Batalla, as founder, will be one of those who will attend the event. He remembers that at La Casa de Carlota they not only raise the flag of inclusion, but they lead by example. “There are many companies that talk, without going any further, about sustainability, about the elimination of plastics. But you have to go further and put it into practice. Being sustainable costs money. If not, it's not real,” he concludes.
