As an agency in its infancy (at just over a year old), we are proud to add this nomination to our list of accomplishments. More importantly, the goal of the campaign was to promote awareness for a widely unrecognized issue — the isolation and lack of fundamental services faced by adults with physical disabilities in Manitoba — and we’re happy to see it’s reached its goal.
When the Public Interest Law Centre and Cerebral Palsy Association of Manitoba approached us, we were facing a number of challenges: How do you increase public awareness of a cause in an impactful and momentous way, when the budget is limited and the outcome will directly impact a group of people’s quality of life?
Visibly provocative, people were encouraged to walk up to the jail cell and listen to a recording of Tyson telling his story. The impact this had on the individuals who engaged with Tyson didn’t stop then, as the event earned media attention, and was recorded and edited into a campaign video, cut to Tyson’s words.