EASTERSEALS - DISABILITY IS NOT A DIRTY WORD
Reclaiming the Word. Redefining the Narrative.
Research & Insights | Strategy & Ideation | Creative Design | Digital & Social Media Strategy
Timeline: 2024-2026
The Challenge
Easterseals Southern California needed a bold, multimedia campaign to celebrate Disability Pride Month (July). The goal: shift perceptions and bias around disability, increase brand awareness, elevate the disabled community (25% of the U.S. population), and drive real behavior change. Not a soft awareness play. A full cultural reframe.
What We Did
Created the "Disability is NOT a Dirty Word" campaign - reclaiming the term as a positive part of identity
Embraced a "For, By, and About" approach - 66% of the team identified as people with disabilities
Delivered all creative in English and Spanish, meeting ADA and WCAG accessibility standards
Placed broadcast PSAs on CNN, MSNBC, Food Network, HGTV, Hallmark, CBS, and during the 2024 Paralympic Games on NBC and Peacock
Built a microsite (disabilitypride.com) with interactive quiz, personal stories, and merchandise
Displayed OOH creative on bus shelters and billboards across Southern California
Activated 11 disability influencers during Disability Pride Month
Earned notable shares from Holly Robinson Peete and California Assemblymembers Chris Holden and Josh Lowenthal
Campaign expanded from Southern California to national during the 2024 Paralympics in Paris
The campaign didn't talk about the disability community. It was built by the disability community.
The Results
525 million+ media impressions across diverse channels
Higher overall ad recall vs. benchmark
Stronger aided awareness of Easterseals across most demographics
Campaign rated more differentiating (+17) and clever (+10) by viewers
Microsite: 71K visits, 87K page views, 600 quiz completions, 300 merch sold
Social media: 400K impressions, 200K reach, 5.5M engagement
11 influencers: 500K+ video views, 25K+ engagements, 6% engagement rate (above benchmark)
Expanded nationally during the 2024 Paralympic Games in Paris
Positive approach proved equally or more compelling in driving donation likelihood vs. sadness-based appeals
The Recognition
2025
ANA Multicultural Excellence Award (Winner) - People with Disabilities | Easterseals/Disability is Not A Dirty Word
PRWeek PURPOSE Award (Finalist) - Best Accessibility | Easterseals/Disability is Not A Dirty Word
2024
Anthem Award (Winner) - Diversity, Equity & Inclusion / Best Strategy | Easterseals/Disability is Not A Dirty Word
Let's Build Something Everyone Can See Themselves In.
Easterseals didn't settle for representation as a checkbox. They built a campaign by the community, for the community, and the results spoke for themselves. If you're ready to show up authentically for audiences that have been overlooked, let's talk.