SmithGifford has launched a new campaign and website for Melwood, the Upper Marlboro-based nonprofit that helps create opportunities for people with disabilities. The theme of the campaign is "Perfect" and is designed to educate the community that even though people may have disabilities, there are jobs and careers that are perfect for them.
"Our strategy with this campaign is to bring Melwood to life by telling the stories of the people it serves, trains and employs,” said Matt Smith, CEO, SmithGifford. “The campaign shows that with the help of Melwood, they are able to find the perfect job to fit their qualifications. The spot, the music and the way the employees are portrayed conveys a feeling of empowerment and is more matter of fact. The message, ‘be happy for me because Melwood helps me live the life I'm destined to live'.”
The strategy and creative was also carried through to the new Web site which was launched simultaneously and created by Orases in tandem with SmithGifford. The campaign features Melwood employees from the region who were selected after a day long casting session earlier this month. The "stars" of this campaign have physical or intellectual challenges, but they are anxious to tell their stories, and Melwood has created this platform for them to do it.
The timing of the new campaign coincides with October’s National Disability Employment Awareness Month, which is promoting the message “Profit by Investing in Workers with Disabilities”.
The campaign officially launched October 24 on TV, radio and online.