The campaign, developed and produced in partnership with Buffalo-based advertising agency Crowley Webb, will appear on streaming sites, television, social media and billboards throughout Western New York and the Greater Rochester region. It is designed to increase awareness and greater community understanding of the impact of People Inc.’s programs and services.

“This campaign is about showing our community who People Inc. truly is through the voices and perspectives that matter most: the people we serve,” said Anne McCaffrey, President and CEO of People Inc. “Every day, our employees help open doors to greater independence, inclusion and opportunity. This campaign gives people an authentic look at what that can mean in someone’s life.”

People Inc. offers a range of services, including support of people with intellectual and developmental disabilities, as well as services for seniors, people who are Deaf or hard of hearing, and the development and management of affordable housing across the region.

The campaign – with the tagline, “The People Perspective” --  features people receiving the organization’s services sharing their own view and experiences. With cameras in their hands, they take viewers along through their daily lives, offering an authentic look at their interests, accomplishments and independence, as well as the support they receive from People Inc.

One of those people is Terrance Hasan, who receives support through People Inc.’s Community Habilitation program. His commercial follows him through his daily life, from living independently with support from People Inc. staff to teaching a Zumba class after earning his certification with the organization’s help. “I really enjoyed all of it,” he said of the filming.

“Our goal is to create opportunities for people to live the lives they choose,” McCaffrey said. “When people have the right support, doors open. We want this campaign to help our community see the possibilities that exist when people are empowered to pursue their goals and live with greater independence.”

The campaign followed extensive research conducted by Crowley Webb that helped shape its strategy and creative direction.

Community members can see more of the campaign by following People Inc. on Facebook, Instagram and LinkedIn, where campaign videos and stories will be shared as they are released.