NATIONAL ORGANIZATION ON DISABILITY

Abled Not Labeled.

BRANDING / ADVERTISING

Challenge

With 80% of people with disabilities facing unemployment, many skilled candidates are unfairly rejected due to harmful societal labels. The National Organization on Disability (NOD) sought a campaign that could challenge these misconceptions and reframe the conversation around abilities in the workplace.

Solution

My partner and i developed a concept for the #ablednotlabeled campaign, a powerful movement aimed at rejecting harmful labels and empowering organizations to focus on a candidate’s abilities first. Through strategic storytelling and high-impact visuals, we set out to shift perceptions from the streets to boardrooms, driving meaningful change.

Focusing on abilities

Our concept centered around the universally relatable experience of being unfairly labeled. By capturing raw, authentic testimonials from people with disabilities, our goal was to organically break through the noise of nonprofit marketing and tell stories that humanize and empower.

I oversaw a team of designers to create a simple, bold visual identity: a strikethrough graphic device that crossed out the label and highlighted the person’s abilities. This, paired with vibrant, candid photography, let our ambassadors’ personalities shine through—radiating confidence and authenticity.

Corporate Partner Engagement

Recognizing the power of corporate influence, I spearheaded a strategy to extend the campaign into workplaces. The idea was to partner with companies, using their own employee stories to drive internal change in hiring practices and create lasting, impactful shifts in corporate culture.

Amplifying With Influencerts

Our influencer strategy included a custom online tool, enabling users to create and share their own #ablednotlabeled stories. This allowed the campaign to reach a broader audience, sparking shared and earned engagement well beyond the disability community.

A Learning Experience

While the campaign faced unfortunate setbacks and didn’t launch due to funding and client divisions, it remains one of my most rewarding professional experiences. The opportunity to work on such a bold, purpose-driven idea continues to inspire me, and I stand by the vision and message we created.

MICHAEL MACKAY

mmackay86@gmail.com 

425 West 50th street 
New York, NY10019