Matthew Sy
Executive Creative Director at Untitled Films
Vancouver, Canada
TitleInterview PSA
Agency
Campaign EmployAbility
Advertiser Canadian National Institute for the Blind
Brand CNIB
PostedOctober 2016
Business Sector Disease Awareness, Support Groups & Associations
Tagline Have you ever wondered how you would do your job if you lost your sight?
Philosophy The campaign launches on the heels of a new Ipsos survey that revealed that, if faced with two fully qualified candidates, 70 per cent of Canadians would hire a sighted job candidate over a blind one.
Vision loss can happen to anyone, at any age – and when it does, it can have a serious, negative impact on employment potential. According to CNIB, there are half a million Canadians who are blind or partially sighted. Of these, over 100,000 are working-age adults. The employment rate among Canadians with vision loss is strikingly low: 38 per cent versus 73 per cent for people without a disability. And approximately half of Canadians who are blind or partially sighted live on a low income of $20,000 a year or less. 
Media Type Television & Cinema
Length
Production Company
Associate Creative Director
Director of Photography (DOP)
Chief Creative Officer
Executive Creative Director
Editor
Director
Project Manager
Agency Producer
Art Director
Online Editor
Copywriter
Account Supervisor
Line Producer
Post Production

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