Business Takes Action, a non-profit organization that helps employers hire people with disabilities, has launched a rebranding campaign that highlights the benefits such employees bring to the workplace.
The campaign includes a redesigned website and three print ads that BTA, a division of Canadian Manufacturers and Exporters, has aimed at the operators of small and medium-sized businesses.
One of the ads features a mechanic with a hearing disability working on a car, along with the copy, “You don’t need perfect hearing to understand what a car engine is saying.”
Toronto agency Elemental designed the print ads, revamped BusinessTakesAction.ca {http://www.businesstakesaction.ca/} and created a new logo for BTA after beating out three competing agencies for the project in a review held earlier this year.
Elaine Austin, program director for BTA, said Elemental’s work for the Canadian National Institute for the Blind helped convince her organization that the agency was a good fit for its rebranding initiative.
She added that, after developing previous campaigns in-house, BTA was looking to benefit from the insight of an agency.
“We needed a different angle and we needed the expertise of an actual advertising agency to help us,” said Austin. “There was a lot of thought and guidance provided by Elemental.”
Austin and Dustin Brown, director of new business for Elemental, said the objective was to focus on the capabilities, rather than the limitations, of people with disabilities.
“We were really trying to make people understand that when you see someone with a disability, you don’t necessarily see their training or their expertise,” said Brown. “You may see someone with a disability, but they could be the best mechanic in the world.”
The rebranded website and print ads launched earlier this month.
