Luiz Baggio neto

Ashoka Fellow
São Paulo, São Paulo, Brazil
Fellow Since 1989


This profile was prepared when Luiz Baggio neto was elected to the Ashoka Fellowship in 1989.
The New Idea
Since most Brazilians learn through radio and TV, not through school or the very limited-circulation newspapers, Luiz believes that sensitive use of radio is the most powerful tool available to give new opportunities to the disabled. It could help the able-bodied understand disabled people's concerns, reject negative stereotypes and prejudice, and learn what practical steps they can take to give disabled family members, friends, and co-workers a fair chance.From São Paulo, Luiz plans to produce a 30-minute program with news, features, music, interviews, and listener participation that he will distribute weekly to stations all over Brazil. Though the program will focus mostly on issues of concern to disabled people for example, how to make a home wheelchair-accessible, what jobs are available for the hearing-impaired, how to handle discrimination and apathy Luiz wants to make it appealing to non-disabled listeners as well.
Luiz's focus on those among the able-bodied with strong personal involvement with disabled family members or friends could have significant results. If he can indeed design the program to reach them, he can enormously expand his audience. More important, if he succeeds in doing so, he'll be helping to expand support for new policies vis-à-vis the disabled from 10 percent to 50 percent of Brazil.
Radio programs targeting black audiences or dealing with particular topics such as the environment already exist in Brazil. Luiz's idea of creating a show for and about the disabled is, however, new.
The Problem
The Strategy
The Person

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