As per statistics from Public Authority for Disability Affairs (PADA), the total number of registered disabled people in Kuwait is 59,302, which is very less. But those who are not registered might be more.
It’s very difficult for disabled people to get a job in Kuwait or any country, simply because they are not “like us”. But brands such as “Cafe 312” are standing against the societal norm. They only hire “people with special needs” at their coffee shops.
The first establishment of its sort in Kuwait, Cafe 312 is handled by ten staff members who have special needs and serves hot and cold beverages, various juices, sandwiches, and light snacks. The crew of the cafe is pleased with the concept of this initiative because it allows them to express themselves and gain the necessary experiences.
Wow!
And the Cafe 312 has received immense recognition from media and the people. They love the concept.
“The cafe’s staff are happy with the idea of this project, where they can express themselves and get the needed experiences” - KUNA
Other companies joined hands with Cafe 312 in multiple ways. Sultan center opened Cafe 312 in its Souq Sharq branch. AlHafez pharmacy proposed that 20% of total purchases from their store will go in support of Cafe 312.
Mabanee Real Estate Company hosted the staff to promote the initiative of integrating special needs individuals in workplaces. On top of that, Kuwait Airways, National Bank of Kuwait, American Univeristy of Kuwait (AUK) and so many brands supported the cafe.
It’s unlike anything in Kuwait right now
Simply one thing: Hire disabled people!
In the end, Cafe 312 is a success story that should encourage more businesses in Kuwait to follow suit. What we have found is that the key to helping young people with special needs is to give them the chance to work and make various important decisions on a daily basis.
They are capable of doing such things, and we believe that as a brand, it’s your responsibility to hire disabled people and realize their full potential, because they are just as good as us, if not more than us.
You don’t need a out-of-the-world idea to win the market. You can just support the society and the society will support you with undying love.
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Ali Saeed is a strategy-focused graphic designer and marketer based in Kuwait, with four years of experience in shaping social brands, company profiles, and presentations. His foray into web design and development is driven by a keen understanding of marketing and business principles, enabling him to deliver design solutions that are not only visually compelling but also strategically effective.
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