Looking past 'disabilities' =
Spot uses whimsical labels =
to focus on=20
hiring based on work skills
February 1, 2010
BY
LEWIS LAZARE=20
llazare@suntimes.com Health & Disability Advocates, a Chicago-based =
advocacy=20
organization that, among other things, promotes better =
work=20
opportunities for people with disabilities, is =
launching a new=20
$4 million national "Think Beyond the Label" ad =
campaign this=20
week.
The campaign features a 30-second TV spot from=20
Wirestone/Chicago that stars Chicago artist Alana =
Yvonne=20
Wallace, who has been in a wheelchair since she =
contracted=20
childhood polio. A graduate of Columbia College with a =
degree=20
in theater and music, Wallace founded Dance-Detour 15 =
years=20
ago. Her dance company encourages collaborations =
between=20
artists with and without disabilities.
Wallace is a charming presence in the new =
commercial, as=20
she moves through an office pointing out some of the =
ways=20
various of its workers are "different." The notion of =
people=20
with "disabilities" is downplayed across the TV, =
print, out of=20
home and online ads that comprise the campaign. =
Rather, in the=20
commercial, Wallace refers to one woman who dresses in =
a maze=20
of patterns as "fashion deficient," while another who =
can't=20
operate the copy machine is "copy incapable." Then =
there's the=20
office loudmouth who suffers from "volume control=20
syndrome."
The labels are apt. And fun, too. But labels=20
notwithstanding, Wallace notes that this office really =
focuses, as it should, on each person's work =
skills.
Of course, Wallace can't let the commercial end =
without=20
admitting to her own deficiency, which is hinted at as =
we see=20
several office staff rather too forcefully spitting =
out the=20
brew they are sipping from coffee cups. Yes, Wallace =
is=20
"coffee-making impaired."
The commercial is definitely a pleasingly =
lighthearted way=20
of addressing the serious and important issue of =
hiring=20
workers with disabilities. And Wallace is a big part =
of what=20
makes the commercial work as well as it does.
Lew's view: B+
![](3D"http://media.suntimes.com/images/cds/spacer.gif"){kind=spacer}
![](3D"http://media1.suntimes.com/multimedia/subscribe_logo_sm.jpg_200901=){kind=logo}
![3D"Chicago](3D"http://media.suntimes.com/images/cds/cst_logo_353_2.gif"=20){kind=logo}
![3D"Start](3D"http://media.suntimes.com/images/cds/classifieds/pets/Helmet.gif")
![](3D"http://media1.suntimes.com/multimedia/020110lewA_cst_feed_20100131=)
=20