Kelly Scott Madison

Health and Disability Advocates

Key Insight/Result:

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


Strategic Approach

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


Our partners at KSM were able to help us actualize the potential of our exciting new brand -- Think Beyond the Label. Think Beyond the Label (TBTL) is unique in that it is a collaborative of public-private partners in all 50 states working to raise awareness of the untapped talent of workers with disabilities in. KSM created a savvy media strategy that effectively leveraged national print, cable, network and digital media buys to maximize smaller individual state and local media plans of our partners in the TBTL collaborative. KSM also used our non-profit status to negotiate significant added value into our media plan which resulted in additional ad units and bonus sponsorships of events that put us in front of our target audience. HDA and its partners continue to be impressed by KSM's ingenuity in maximizing TBTL's exposure-- no matter the size of our media buy, KSM is able to strategically position our brand to get the results we need.
Barbara Otto

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