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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.”
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