A workforce without all abilities is incomplete.
Employ Ability is a campaign that focuses on raising awareness about the employment gap between individuals with and without disabilities. Nearly one in six people in the United States have a disability, and among this population with disabilities, only 18% are employed. By bringing this issue to public attention, the campaign hopes to increase the employment rate and create a more diverse and accepting work environment.
The inspiration for the final logo came from the redesigned accessibility icon that shows someone in a wheelchair propelling themselves forward. Before coming to this final version, which is simple, geometric, and complements the typeface in the logo, there were several iterations.
In the top left is the original idea for a logo, which worked with the form of someone in a wheelchair while shaping that form into an "a" for ability. The second image works with "E" and "A", separating the two letters with an equals sign to show people with disabilites are just as qualified to work as those without a disability. The bottom left logo is hand drawn, but doesn't complement the typeface as well as the bottom right and final logo.
The magazine pages work with the campaign's slogan that "a workforce without all abilities is incomplete." On the first page, several words from a statistic have been removed and only "incomplete" from the slogan at the bottom remains. When the page is turned, however, it becomes clear that the words seen on the first page are cut out and gives the viewer the feeling of incompleteness.
The outdoor poster series uses the same images as the magazine ads. In the red series, the posters are interacted with consecutively. Their close placement encourages viewers to read both signs and allows them to make the connection that they are part of one campaign. In the yellow series, the poster is presented on a digital screen in one of Boston's T stops. By placing these posters in highly populated areas of commuters working in the city, the campaign will reach its intended audience.
Business cards are used as small handouts to spread awareness about the campaign. Because Employ Ability is focused around employment, business cards felt like the most appropriate form. The cards have a cutout logo on the front, similar to the magazine pages, and list a statistic inside. The back of each card states the focus of Employ Ability and asks that anyone with the card share it with local employers and employees to support the campaign.