Challenge

The International Labour Organisation (ILO), came to us with a brief for an exciting campaign that aimed to encourage more employers to recruit people with disabilities into the workplace. Insight showed that over one billion people are being routinely ignored by business because they have a disability – a talent pool the size of the US, Brazil, Indonesia and Pakistan combined.

 

Approach

What unites both those with and without disability? Talent. And what prevents that talent progressing in the world of work? The uninformed assumptions – the invalid opinions – of what persons with disabilities can and cannot do. We developed a film featuring individuals who defy these invalid opinions every day – asking the viewer to confront their own beliefs and misconceptions that might be inadvertently contributing to one billion individuals globally who are being held back in the world of work. The film was supported by a comprehensive amplification pack for business leaders, D&I professionals and communicators to share the message virally. The film and supporting materials were launched at the ILO Global Conference in Geneva.

 

Results

The work has so far reached over one million impressions with zero media budget and has been supported by NGOs, ILO member businesses and even Hollywood stars. But the greatest evidence of success will come when we see more people with disabilities entering and progressing in the world of work.

 

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