Creative Spirit, an Australian non-profit organization that creates integrated employment opportunities for individuals with intellectual and development disabilities (IDDs), announced its launch into the U.S. market, marked by a campaign called “The Pitch.” Creative Spirit is committed to creating a global movement, changing the face of what true diversity in employment looks like via advocacy, awareness and, most importantly, action for those with IDDs like Down Syndrome, Williams Syndrome, Autism, Asperger’s Syndrome, to name a few.
Creative Spirit’s mission is to dramatically decrease the unemployment rate among those with IDDs, currently at a staggering 85%, by expertly matching candidates and potential employers through proprietary matching technology and a supportive coaching model. Creative Spirit will begin with an aggressive effort to engage forward-thinking companies in the advertising, media, marketing and technology industries to generate 130,000 fair wage jobs by 2020.
Creative Spirit, along with The Advertising Club of New York, worked closely with partner companies, Rauxa–billed as being the largest women-owned advertising agency in the US– as well as Publicis New York and Marcel Sydney. Creative Spirit already has a backlog of more than 50 companies interested in signing on to provide positions.
Andy Bird, CCO, Publicis New York, stated, “There are few times when you can truly impact the industry status quo. We have that opportunity–right here, right now–with the launch of Creative Spirit, and we are really proud to bring the cause to life in North America.”
“This is a global crisis, and likely the most profound human rights employment issue of our time, yet it goes unsolved,” said Laurel Rossi, co-founder and CEO of Creative Spirit, and CMO of Rauxa. “We believe that if the private sector comes together — with its collective voice — and with the use of technology — that we can solve this problem at scale. There are more than 8 million people in the US who are not employed in integrated settings, and more than a million young adults with autism who will be aging into the job market over the next several years.” The idea was born in conjunction with The AD Club, a prestigious organization with a strong focus on diversity where Ms. Rossi is on the Board of Directors.
The overall campaign includes this spot featuring Deutsch CCO Pete Favat and employee Laura. Directed by Ned Benson via Independent Media, the ad titled “Laura and Pete for The Pitch” is a tongue-in-cheek look at their working relationship and the different creative perspective Laura provides to the agency.
