Health and Disability Advocates
Campaign impact is maximized through seamless national and regional media integration in cross-platform programs.
Non-profit / Advocacy
Think Beyond the Label Awareness Campaign
National non-profit Health & Disability Advocates spearheads the Think Beyond the Label campaign on behalf of more than 40 state, regional and national organizations. The campaign’s objective was to raise awareness that hiring people with disabilities makes good business sense, a message KSM needed to effectively deliver.
- HDA’s target audience was hard-to-reach business decision-makers and political influencers, so the campaign needed to boldly reach this audience with unexpected creative placements, while maximizing limited budget
- Complex call-to-action required deeper communication with target audiences to convert awareness into activation
- Local support through state-level initiatives was necessary to supplement the national campaign
Working closely with our creative partner, KSM delivered a multi-platform, innovative media campaign. Highlights include:
- Leveraging non-profit status to achieve lower rates and bonus units, strengthening Think Beyond the Label media presence and branded awareness among core target group, despite budget constraints.
- Engaging target audience with integrated sponsorship packages in high-profile national media vehicles, including Inc. 500/5000 and New Yorker Festival event sponsorships, custom events, unique custom booklet ad units, digital schedules and extensive added value
- Developing and implementing strategic state media plans to reinforce the national campaign
KSM increased awareness and built the brand’s story effectively.
- Awareness of the Think Beyond the Label campaign increased 66 percent after campaign launch
- Think Beyond the Label’s online brand page experienced record levels of traffic volume throughout the campaign
- State groups launching local plans in line with national activity saw significant increases in visits to their state pages through thinkbeyondthelabel.com