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Wunderman Thompson and Swift Launch Portraits of Ability for the Muscular Dystrophy Association

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‘Portraits of Ability’ aims to shift perception and reframe the conversation around those living with disabilities
Wunderman Thompson and Swift Launch Portraits of Ability for the Muscular Dystrophy Association
Following The MDA Kevin Hart Kids Telethon this fall and the recent International People with Disabilities Day (December 3rd), together, Wunderman Thompson and Swift are launching Portraits of Ability, a new campaign inciting a shift in perception and a reframing of the cultural and category conversation around those living with disabilities.
 
With this campaign, the team celebrates people with NMD (neuromuscular disease) and shows who they are in a way the world rarely sees—defined by their abilities rather than their disabilities. With Portraits of Ability, the team created animated portraits that artfully interpret the campaign’s talents’ abilities in an imaginative, attention-grabbing way. By design, these portraits are in stark contrast to the clinical, sad, sympathy-seeking way people with disabilities are typically portrayed in the category.
 

“People living with disabilities are just people who want to live their best lives, like the rest of us. So, we wanted to celebrate them for the things that truly make them them—not their disease, but their talents, passions and personalities. The Muscular Dystrophy Association has been investing in those wonderful things for 70 years with research, care and advocacy. That’s why people should feel compelled to donate—to support awesome people who deserve to live out their awesomeness to the fullest,” said creative director Dana Stalker. 
 
“This is an opportunity to relaunch MDA into culture in a way that’s differentiated, optimistic and ownable. Our objective is to increase awareness of MDA and drive donations,” said Alistair Lennie, planning director.
 
Wunderman Thompson is responsible for leading the social and digital ad campaign, which includes a mix of social (Facebook and Instagram), pre-roll and display ads, while other media partners include Essence, Mindshare and Xaxis.
 
 
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CREATIVE

Guy Seese: EVP Executive Creative Director, Wunderman Thompson

Don Shelford: Executive Creative Director, Swift

Christina Mallon: Head of Inclusive Design and Digital Accessibility, Wunderman Thompson

Dana Stalker: Creative Director

Blakely Dadson: Associate Creative Director

Boaz Frankel: Associate Creative Director

DESIGN

Claire Fraze: Associate Design Director

Philip Roop: Designer

Ryan Michael: Designer

PRODUCTION

Frank Brooks: Director of Production

Cade Wallace: Senior Producer

Ella Franklin: Producer

Cody Liesinger: Editor

Josh Webb: Editor

ACCOUNT

Kortni Whittle: Account Director

Liz Hepburn: Account Director

PROJECT MANAGEMENT

Natalie Corr: Project Management Director

Krissy Brunsman: Senior Project Manager

Liz Wilson: Associate Project Manager

STRATEGY

Alistair Lennie: Strategy Director

3D DESIGN & ANIMATION

3D DESIGN & ANIMATION: Molly Smisko of Smisko Ackerman

PHOTOGRAPHY

John Keatley: Photographer

BUSINESS AFFAIRS / LEGAL

Jen DeCastro: Executive Business Affairs Manager

Barry Stelboum: Deputy General Counsel

Joyce Melito: Intelligence Analyst

Categories: Health, Corporate, Social and PSAs

Wunderman Thompson New York, Wed, 09 Dec 2020 16:16:41 GMT