Parent company Total Jobs wanted to launch a jobsite for disabled people and corporate organisations, supported by the Leonard Cheshire charity. Insight revealed a major barrier: existing employees felt awkward about working alongside people with disabilities.
Create a TV and Cinema commercial to highlight prejudices in a light hearted way – so who better than Ricky Gervais to brilliantly set up the issue for Kirsty Young to then deliver the all important sting in the tail message: “judge people by capabilities not disabilities”.
The commercial was released in cinema with Lord of The Rings Two Towers. It quickly won PR across every TV channel and within print media and was voted 6th best commercial of all time by The Guardian.