South Dakota Department of Human Services

Ability for Hire.
The Idea

Ability for Hire.

After learning that employers had some misconceptions about hiring people with disabilities, we went to work to dispel those myths. Through real stories, we showed that people with disabilities actually makes up a powerful workforce. And we encouraged employers to focus on ability, not disability when hiring. With social media and television leading the charge, South Dakota now boasts the highest employment rate in the nation for people with disabilities. 

South Dakota Department of Human Services

Case Study

The Challenge

While South Dakota ranked within the top five states for employment of people with disabilities, there was still a large employment gap between people with and without disabilities that needed to be filled.

The Goal

Build on forward momentum to narrow the employment gap for working-age adults with disabilities and grow awareness among community business owners and the public

The Results


State moved from No. 3 to No. 1 rank for disability employment nationwide


16 percentage points higher employment rate than national average


161,000 social video views garnered


1.7 million Facebook impressions clocked

Brand Identity




Direct Response