2010 Think Beyond the Label (National and State Marketing Campaign)

Pathways to Employment (PTE) joined with other Medicaid Infrastructure Grant (MIG) states, the Center for Medicare and Medicaid Services (CMS) and Health and Disability Advocates (HDA) to support a campaign to raise awareness that hiring people with disabilities makes good business sense. The campaign which ran February through May 2010 targets executives and corporate decision-makers within small and medium-size companies.

The Think Beyond the Label campaign recognizes that we all constantly label people – the caffeine fiend, the loud laugher, the soft hummer.  But we usually are able to see beyond those labels to recognize each other’s other traits.  Those labels don’t impact job performance or slow a company down.  This campaign sought to dispel the myths surrounding people with disabilities, encouraging employers to rethink their biases.

Ads appeared in national media such as Sunday morning news shows, business-oriented cable networks, business print media, national public radio and search engine advertising. The campaign included a digital hub (website) where employers can find more information and resources.

PTE also purchased local media spots for the ads, reinforcing the national campaign through local and state media. These local ads, and the national campaign website, directed interested parties to DEED’s Vocational Rehabilitation Business Service Specialists. 

The CMS Ticket to Work team endorsed MIG state participation in the Think Beyond the Label campaign, with 30 MIG states contributing funds for the effort. Contractors for the campaign were Wirestone, LLC (campaign brand and creative assets); Kelly, Scott and Madison (media planning and purchasing) and Rabin Research (research and evaluation).

To learn more about the Think Beyond the Label Campaign, visit Think Beyond the Label (www.thinkbeyondthelabel.com).

For More information
Contact  Lori Lippert at 651-431-2395 or email Lori.Lippert @state.mn.us