The Brief: Create an internal campaign to challenge and change attitudes towards staff with disabilities, encouraging greater understanding from colleagues through to managers.

Concept: The idea was inspired by a BBC documentary on the most influential people of the 20th century, in which Alan Turing was named the most impactful. A pioneering codebreaker who played a crucial role in winning the Second World War, Turing’s autism was central to his exceptional abilities. Despite this, he was treated unjustly due to his homosexuality, which was illegal at the time.

This prompted a wider question: how many successful and influential people had disabilities? Research revealed a striking number of public figures whose disabilities were not limitations, but strengths. This insight became the foundation of the campaign — having a disability does not mean having less to offer; in many cases, it means bringing unique skills, perspectives and commitment. Research also showed that employees with genuine disabilities are often less likely to be absent from work.

Working under the Be Bold, Be Birmingham brand, I developed the internal campaign from research and concept through to final execution. The campaign ran internally across Birmingham City Council.