Primarily dedicated to job training and placement, Oswego Industries also offers day habilitation services to disabled adults. It’s an incredible program providing essential opportunities to those who otherwise would have virtually none.
Oswego Industries needed to boost awareness among disabled adults who could use its services and employment. They also needed to separate themselves from similar programming in the region. But, the success stories we had typically relied on to raise awareness and funds couldn’t easily be told verbally by those who benefitted from OI’s services the most. We would have to show, not tell, this story.
It was also important to show that these individuals were just special people, not victims of circumstance. The campaign should empower the target audience. A new logo and tagline proclaimed that “Abilities Define Us.”
The video, with its unique format, took center stage. In it, staff talked about their experiences, only to be surprised by heartwarming testimonials from the people they worked with. “Abilities Define Us” translated to a library of print materials and copy for the website, which was also redesigned. Original content in the form of feature stories about businesses that contract with OI – another target audience —was developed as well.
