Degree
Dear Fitness Industry
Agency: Edelman New York
Creative Director: Conor Hogan Copywriter: Ryley Murray
The Cultural Tension: People stare at those with disabilities with a superhuman lens. They don’t see the everyday athlete.
The Insight: For athletes with disabilities, the barriers to movement go beyond judgment, they often lack all of the access and representation non-disabled movers have.
The Big Idea: Create a culturally charged activation as a tee up to the Disability Awareness Month in October
My Role: Art Direction, Design, Production
Awards:
Clio Campaign was awarded 3 Bronze Clios and a shortlist.
Medium: Experience/Activation | Category: Guerrilla (Bronze)
Medium: Integrated Campaign | Entry (Bronze)
Medium: Public Relations | Category: Cause-Related (Bronze)
Medium: Out of Home (Shortlist)
Contagious World's Best Creative of 2021
ANA Multicultural awards - People with Disabilities category
On Sep 19th, in the NY Times, Degree published an open letter to the fitness industry announcing Trainers For Hire. Our new platform gave the industry a tool to instantly address the glaring representation problem. While also Inviting Fitness industry leaders to our pop-up spin class in NYC.
At the center was a web experience that housed a roster of qualified disabled athletes, including their resumes, and contact info for prospective employers.
The Website included a toolkit that aims to helps and raise awareness to make their fitness spaces more inclusive
To ensure they didn’t miss our message, Degree hosted an inclusive cycling class in the heart of New York City, led by Paralympian Blake Leeper. We even invited industry hiring managers to join, making our event an IRL job interview for trainers.
To further our message of inclusivity in the fitness industry, we had a mobile billboard traveling around NYC and parked in front of fitness centers to spread awareness and OOH digital billboards in High traffic area.
Of course, no campaign is complete without social
Press Coverage
Campaign Results