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.