Easterseals, a non-profit that offers programs for people with disabilities, wanted to remind us all to see past disability and appreciate individuals for who they are. At the same time, the century-old organization needed to reclaim relevance to the modern world. We developed a campaign that directly addressed preconceptions we’ve all admittedly had, with a social component to help the message spread among today’s audiences.
Copywriter: Crystal Small
Easterseals 60 Spot
The stars of the spot were real Easterseals participants. Our commercial shoot doubled as a photoshoot to capture them in their essence, and we used the images for other content throughout the campaign.
Billboards, bus shelters, and wild postings provided “instructions” to help audiences shift their perspectives and become aware of the way they perceive disability.
Print ads featured the stars of our commercial and forced readers to look at their personalities--not their disabilities.
Video ads on Facebook and Instagram featured short vignettes of our Easterseals participants making poignant, impactful statements in their interviews.
All ads led to a dedicated microsite, where this video offers a deeper dive into Easterseals and the lives of our stars. We conducted interviews with Easterseals participants, caregivers, and leaders of the organization to tell a cohesive story about what it means to change the way you see disability.
We created CelebrateDontSeparate.org to allow viewers to learn more about the cause and take action to further its mission. The site includes interviews we conducted with each Easterseals participant featured in our campaign, as well as an element of social sharing to spread their message.
We created the Easterseals promise: a symbol of unity and a physical reminder of “Celebrate. Don’t Separate.” to be shared throughout social media platforms.
Our spot aired at LA Live and inside the Staples Center during an LA Clippers game.