Calgary Society For Persons With Disabilities: CSPD AR 2012

Credits & Description:

Advertiser: CALGARY SOCIETY FOR PERSONS WITH DISABILITIES
Agency: WAX
Category: Small Business - local or operating in a restricted area
Photographer: Brendan Klem
Production Manager: Kelly Sembinelli (WAX)
Copywriter: Max May (WAX)
Creative Director: Joe Hospodarec (WAX)
Design Director: Monique Gamache (WAX)
Designer: Hans Thiessen (WAX)
Account Manager: Maddie Gauthier (WAX)

Implementation
To illustrate the concept of "seeing past disability", we created a report printed entirely on french-folded translucent vellum. This allows the reader to see through each page, creating a powerful juxtaposition between full flood B&W portraits and stark sans-serif typography.

Outcome
This annual report tells a powerful story with an emotional punch – more than a handful of readers have shed a tear. More importantly however, it has helped CSPD secure a much needed land-lease from government agencies - ensuring that CSPD will have room to grow, as their clients need change.

Brief Explanation
We needed to reiterate that CSPD looks beyond disabilities, stereotypes and appearances – in order to help each client reach their full potential – in a powerful way.

Client Brief Or Objective
The Calgary Society for Persons with Disabilities (CSPD) is a non-profit organization that provides residential care to adults with developmental disabilities. What truly separates CSPD is their ability to see past disabilities, in order to help each client reach their full potential. Our task was to raise awareness on exactly how they do that, while in the context of an annual report.