The Arc of Texas

Words can be weapons.

THE CHALLENGE

Founded in 1950, The Arc has been instrumental in the creation of virtually every program, service, right and benefit that is now available to more than half a million Texans with intellectual and developmental disabilities.

The Arc continues to advocate for including people with intellectual and developmental disabilities in all aspects of society. We were challenged to come up with an awareness campaign that would catch eyeballs and start positive conversations.

THE SOLUTION

For people with disabilities and their families, the history of labels is not a pleasant one. Words can hurt. Our campaign brought that truth to the page in school posters and print ads that featured words as literal weapons.

THE RESULTS

Our client reported high awareness for this bold red campaign. They shared letters from parents of children with disabilities. Some wanted to thank us for sharing what they feel to others, some wanted more posters to spread the message further. Other letters were from students who “didn’t know some of those words were bad ones.”

AWARDS

The Dallas Ad League awarded this campaign, but the real reward was hearing about the impact it made.