IBM has been selected to receive a 2004 award of honor from the National Business & Disability Council (NBDC) for Advertising Campaign of the Year. The 2004 awards will be presented in October in Las Vegas.
The awards recognize corporations and individuals that exemplify the goal of promoting opportunities for people with disabilities as employees and consumers. Nominees must have demonstrated a commitment to people with disabilities - whether employees or customers–as evidenced by practices and innovations in their respective award categories. One of only six awards presented, the Advertising Campaign of the Year award recognizes a company who has integrated people with disabilities in media campaigns.
The IBM advertisements featured people with the disabilities represented in the ads and portrayed them in empowered, productive work scenarios. The lead copy in the ad, "Today, access to information influences what people can or cannot do," sets the stage for the key message that accessibility is about making information more accessible to more people. The ads also reinforced IBM's commitment to developing innovative technologies that advance the cause of accessibility.
The advertisements ran in government and influencer publications from September through December of 2003, including Washington Technology, Government Computer News, Public CIO, Ability Magazine and Diversity Careers.