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22 people to search and achieve desirable employment. The site would act as a portal providing links to all relevant existing sites. The key feature is a confidential jobmatching system based on job-seekers’ abilities. The site would also: > list all UK training courses and sort by location and profession > provide advice to employers including latest legislation updates > provide a forum for debate on related issues > act as a noticeboard for job opportunities available > answer FAQs (frequently asked questions) > publish employer league tables. In order for such a resource to be effective, the target audience has to know of its existence. To this end, Felton Communication proposes developing a national integrated communications campaign for both print and broadcast media. The campaign is based on the “dis-abled but work-able” concept and would be both impactful and empowering. The benefit of such a communications strategy is that it highlights the plight of disabled people to the able-bodied population, particularly potential employers or work colleagues. This fully integrated campaign
would focus on disabled people’s ordinary rather than extraordinary ‘heroic’ abilities, would shift negative perceptions, dispel myths and encourage take-up by employers not as a statutory obligation but because it can result in a better workforce. As Roger Felton explained: “We realised targeting the one million disabled job seekers was irrelevant if we couldn’t change the hearts and minds of the employers. So our efforts to promote the site focused on them.” User input Potential employers, recruitment specialists and people with disabilities of varying ages, who are in employment or unemployed. Judge’s comments “An important campaign that directly addresses the serious issue of the underemployment of disabled people – the one million disabled people in the UK who are not working, who would like to get a job but can’t.” The judges felt that it would change hearts and minds, overcome resistance among employers and motivate many to think again about an issue that has an impact on so many people.” 23
Page 1 and 2: challenge 2006 >how designers respo
Page 3 and 4: Julia Cassim Editor, Challenge 2006
Page 5 and 6: contents 4 12 16 20 24 28 33 PART 1
Page 7 and 8: Right: John Corcoran of Wire Design
Page 9 and 10: Judges Tim Fendley AIG year and the
Page 11 and 12: Designers Matt Wright Matter John C
Page 13 and 14: ‘Design should be non-stigmatisin
Page 15 and 16: Background Twenty per cent of the U
Page 17 and 18: preference. These were refined and
Page 19 and 20: Background Identifying the contents
Page 21 and 22: The magnetic or adhesive backing al
Page 23: Background Equal access to employme
Page 27 and 28: Background Safety in the home is a
Page 29 and 30: talking to each other, reacting to
Page 31 and 32: Background Many graphic designers d
Page 33 and 34: the end user are highlighted and th
Page 35 and 36: project 6: Caddy Wood&Wood Design A
Page 37 and 38: Made from a durable fabric laminate
Page 39 and 40: Generational blurring or no, one th
Page 41 and 42: Workshop 1 >Innovating through Incl
Page 43 and 44: Top three rows: workshop scenes. Bo
Page 45 and 46: two products - one well designed, t
Page 47 and 48: linked, an inclusive platform can b
Page 49 and 50: Teams and projects from Kyoto Unive
Page 51 and 52: - Workshop 4 >User Science Institut
Page 53 and 54: y RCA alumnus and industrial design
Page 55 and 56: About the Helen Hamlyn Research Cen

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