CNIB conducts EmployAbility campaign
By Adnews Staff
Charitable organization CNIB has begun a new public awareness campaign called "EmployAbility" that is intended to change the attitudes of Canadian employers regarding hiring people who are blind or partially sighted. The campaign, developed by DDB Canada of Vancouver, consists of two English and two French television commercials featuring real people describing their experiences of working while blind. Media space for the campaign is being coordinated by OMD Vancouver.
"People face work related issues every day and some employers assume that those with vision loss experience more problems than the sighted," said Dean Lee, executive creative director of DDB Vancouver. "CNIB is approaching this misconception head on by using people with vision loss in their advertising. Not only do we show the capabilities of people with vision loss but we prove that misconceptions exist and should be challenged."