CHALLENGE: Showcase IBM's hiring practices in Africa & the Middle East that gave equal opportunity to all employees.
SOLUTION: Being standard doesn't always mean being right. IBM has always believed in recognizing talent without discrimination and to convey that we created a series of mailers to our employees which were not standard, but conveyed the same message.
RESULT: When beginning from a base of almost zero, it's difficult to measure results based on awareness along. But with this campaign IBM has committed to employing more people with disabilities by creating a shift in PR strategy. Step one is to announce that shift to all IBM's employees and especially HR staff. That is what this campaign has achieved.
MY ROLE: Creative / Art Direction / Design