Different. But valuable.
Developmental Services Inc. (DSI) is a nonprofit organization that supports individuals with disabilities in building more independent and fulfilling lives. Due to recent mergers and confusion with similar organizations in the Bloomington area, DSI has experienced low awareness and declining engagement.
Our team created this campaign to increase visibility of DSI’s employment and community programs by reframing disability through independence and capability, positioning individuals as valuable contributors within their communities.
CREATIVE IDEA
We developed a campaign that uses toys with missing parts as a metaphor for cognitive disabilities, tapping into nostalgia to create an emotional connection. Instead of focusing on what is missing, the visuals emphasize value, reinforcing that different does not mean less.
SOCIAL IDEAS
Campaign Posts
We translated the visuals into social content, pairing each image with copy that reinforces the “Different. But Valuable.” message while using hashtags to increase visibility.
Story Content
We created short-form story content to keep the campaign active and visible, allowing for quick, repeatable messaging that maintains awareness.
Holiday Content & Community Engagement
We extended the campaign into real-life experiences through branded events like DSI Friendsgiving and National Disability Employment Awareness Day, using events and timely posts to celebrate the community while reinforcing DSI’s mission around independence and opportunity.
PLATFORM STRATEGY
Our team selected Instagram and Facebook for their accessibility, wide reach, and ability to target local audiences, while building on DSI’s existing presence.
MERCH
We designed branded merchandise to extend the campaign into everyday life, turning the toy metaphor into a tangible element that strengthens recognition and identity.
