Using Humor in a Campaign Supporting Disabled People
By STUART ELLIOTT
Published: January 28, 2010
A NATIONAL effort to encourage businesses to employ workers with disabilities is not your father’s hire the handicapped campaign.
A print ad from a new campaign using comical labels, intended to encourage employers to ignore labels when hiring people with disabilities.
One difference is that the new ads are paid rather than pro bono, with an estimated budget of $4 million for the first two quarters of 2010. The ads will appear on television, in print, online and outdoors; there is also a sponsorship deal with NPR.
The ads are being financed largely by agencies in 30 states that provide employment services as well as health and human services to their citizens who are disabled. The agencies have set a goal of raising $10 million for the campaign’s budget for the full year.