PA ABLE

A savings plan for people with disabilities.

The Story

The Pennsylvania Treasury Department wanted to launch the new ABLE program that allowed people with disabilities to save money without impacting their social security benefits. The Commonwealth needed a statewide strategy that would target people with disabilities in a way that resonated with them, utilized accessible communications and established credibility.

Our Strategy

Suasion employed our extensive connections within the disability community to conduct an analysis of current perceptions. Our research led us to identify multiple target audiences for the campaign, as well as clear messaging.

To establish this new brand, Suasion used a creative concept that plays on the word ABLE to communicate the program’s value. We created “ABLE phrases” that highlight the benefits to each target audience, such as “ABLE to dream bigger.” We focused more on what the person is able to accomplish than on their disability, presenting them with dignity and empowerment. A multi-layered media strategy was designed to build awareness very quickly with traditional media, create influence using grassroots outreach, and obtain consumer engagement through digital marketing. We selected communications vehicles that effectively reached our target audiences and ensured people with diverse disabilities could access the information.