connect ability: Think Beyond the Label
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Think Beyond the Label
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Think Beyond the Label

In early 2010, Connect-Ability and nearly 30 other Medicaid Infrastructure Grant (MIG) state projects throughout the US will roll out and support a national media campaign directed toward employers to change attitudes about hiring people with disabilities, raise awareness of the need for diversity in the workplace, and counter stereotypes
The humorous and edgy "Think Beyond the Label" campaign can be seen in major print, television and online media outlets and online via its own website hub
Why was the group formed?
Partnerships between state MIG projects and the media campaign are designed to enhance systems that provide opportunities for people with disabilities to enter the workforce.
What are the key elements  of the "Think Beyond the Label" campaign?
A multi-media national marketing campaign, making a business case for hiring people with disabilities.
A national website with links to state-specific websites offering employer resources.
Ready-made print/audio/visual materials for implementation at the state and regional level.

How is the campaign funded?
State agencies are funding the campaign using MIG funds, which  are grants from the Centers for Medicare & Medicaid Services (CMS).  The Department of Social Services, administers the Connecticut MIG (Connect-Ability).

Who is collaborating on the campaign?
The collaboration is a partnership of nearly 30 state MIGs From Connecticut to California that have chosen to be a part of the national and state media campaign.  
Health & Disability Advocates (HDA), a national non-profit organization and technical assistance center promoting income security and improved access to health care, coordinates the campaign as its fiscal agent.

When and where will the campaign launch?
National media television commercials and print ads will launch in January 2010. Commercials will appear on network and cable television and print ads will run in. Time, Fortune, Wall Street Journal, Business Week and The Economist. Online ads will include search engine advertising and sites like,, and The national campaign will also appear on on billboards through 2010. 
Connecticut media will include local print and television and is set to launch in March 2010.

How is Connect-Ability participating?
Connecticut will support placement of the campaign on local cable stations, and various CT business periodicals starting in March 2010.
The Connect-Ability state media campaign will continue throughout Connecticut which will complement the national campaign
A technical assistance center for employers, including website, e-mail This e-mail address is being protected from spambots. You need JavaScript enabled to view it , toll-free number for employers 1.866.844.1903, and a marketing outreach consultant dedicated to reinforcing the media efforts.

How can Interested Partners get Involved?
Businesses and corporations can become sponsors of the campaign by contributing financial support and helping to spread the campaign's message.

National organizations and trade associations can work with the partnership to strengthen its impact and broaden its reach.

State and local employers can get involved by "thinking beyond the label" and hiring qualified workers with disabilities.
For more information about on the Think Beyond the Label or Connect-Ability media campaign contact Kerri Fradette at 1.866.844.1903.

Content Last Modified on 9/11/2013 1:52:30 PM

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