AIR worked with the Massachusetts Commission for the Blind (MCB) to develop an advertising campaign, What’s Your Vision?, which aims to connect Massachusetts residents with visual impairments with employment opportunities, through partnerships MCB has with employers, vision care providers, and educators. AIR leveraged its cross-cutting capabilities to develop this campaign, involving activities that spanned research, communications, technical assistance, and evaluation.
AIR worked with Concepts Communications, Inc. and RafferyWeiss Media to develop a PSA (:30 and :60 cuts), interview videos, print ads, billboards, transportation ads, mailers, posters, and social media ads. MCB launched the campaign October 1, 2020 in honor of National Disability Employment Awareness Month.
Most challenging was adapting the defined approach when it became apparent that lockdowns and travel restrictions resulting from the 2020 pandemic would constrain the project team’s ability to gather a production team and campaign participants, and also travel to Massachusetts for filming. The AIR team identified and worked with partners in Massachusetts that were able to execute in-person production activities on its behalf (following local public health guidelines), while staying engaged remotely.
The pandemic also delayed the planned production schedule, impacting AIR’s ability to provide a comprehensive campaign evaluation before project closure. AIR instead created an evaluation toolkit and provided this to MCB to initiate and sustain long-term evaluation activities following the campaign’s launch. AIR used realized cost savings from these changes in production and evaluation approaches to develop additional promotional materials to support the campaign.