Title | Developer PSA |
Agency | DDB Canada |
Campaign | EmployAbility |
Advertiser | Canadian National Institute for the Blind |
Brand | CNIB |
Posted | October 2016 |
Business Sector | Disease Awareness, Support Groups & Associations |
Tagline | Have you ever wondered how you would do your job if you lost your sight? |
Philosophy | The campaign launches on the heels of a new Ipsos survey that revealed that, if faced with two fully qualified candidates, 70 per cent of Canadians would hire a sighted job candidate over a blind one. Vision loss can happen to anyone, at any age – and when it does, it can have a serious, negative impact on employment potential. According to CNIB, there are half a million Canadians who are blind or partially sighted. Of these, over 100,000 are working-age adults. The employment rate among Canadians with vision loss is strikingly low: 38 per cent versus 73 per cent for people without a disability. And approximately half of Canadians who are blind or partially sighted live on a low income of $20,000 a year or less. |
Media Type | Television & Cinema |
Length | |
Production Company | Untitled Films |
Chief Creative Officer | Cosmo Campbell |
Executive Creative Director | Dean Lee |
Associate Creative Director | Daryl Gardiner |
Copywriter | Aisling Penco |
Art Director | Kelsey Hughes |
Agency Producer | Matthew Sy |
Account Supervisor | Elisabeth Blackburn |
Project Manager | Matthew Sy |
Director | Aleysa Young |
Director of Photography (DOP) | James Gardner |
Line Producer | Jason Friedman |
Post Production | Cycle Media |
Editor | Matthew Griffiths |
Online Editor | Peter Debay |