Kelsey Lindell’s Post

What if you could generate 149 MILLION impressions for only $7,500 in ad spend AND combat a systemic issue facing the disability community? Well, you can. And with the Inployable campaign, the Canadian Down Syndrome Society, LinkedIn and FCB Canada did. Of course the creative and strategy were awesome, but what I believe made this ad so impactful was actually systemic oppression. Over 25% of the world's population has a disability, and in the USA, over 40% of American families have at least one person with a disability within them. Every single person knows and loves a person with a disability, which means we've all seen someone we love struggle to find employment. So when brands focused on fixing a systemic issue like un and underemployment, everyone stopped what they were doing and responded. One of my favorite things post Cannes Lions International Festival of Creativity is digging through their vault of creative and case studies to see which brands and agencies prioritized disability inclusion and the ways they did it. Watch their 2022 spot here, and then check the comments for a link to our case study on what we'd recommend they do for next steps, as well as a C-Suite spotlight to help you understand simple lifts and changes you can make to help your creative team do this, too! #StrategicMarketing #DisabilityPride #DisabilityInclusion #Disabled #BrandMarketing VID: The video has a dark vibe to let the viewer know this is a serious issue. The music is like a backing track you'd hear in a film before a protagonist goes to fight a battle, but this time the battle is unemployment of disabled people. The video shows a montage of people with Down Syndrome talking about their challenges finding employment and shows them sending their resumes through paper shredders and setting them on fire.

It's officially Disability Pride Month and here's what I think every single creative company and team should do: Last week, the day before our event with MIMA at Carmichael Lynch I had an idea: what if we had creatives work on real mini impact campaigns in real time? I was fresh off the plane from Cannes Lions International Festival of Creativity and had just met Pau Bartoli and heard Esi Eggleston Bracey speak about how they created some of the campaigns that have truly changed my life, and the lives of thousands of others. And, more importantly, they tied it to business outcomes so their work could be sustainable. These campaigns were the campaigns that inspired me to start my company -- to help creatives understand how to use their power and privilege to support the disability community. I spoke for just over an hour, taking a 5 min spark notes version from each of our 13 training topics and made high level concepts really digestible. We looked at "inclusive campaigns" that relied on stereotypes, stigmas or tropes and then contrasted them against great campaigns like Javier in Frame from Google or The Lost Voice from Apple. Finally, we ended with the Misfit Media ultimate "Grand Prix" winner - aka an inclusive campaign so holistic and strategic it's considered the "one to beat"... the Unilever Degree Trainers for Hire. Then, I gave the instructions: We're splitting you into groups. Each group will be assigned a brand, and receive a little packet to familiarize yourself with their voice, ethos, disability inclusive initiatives, and any existing social impact campaigns. Then, you're also receiving a list of real issues that the disability community is dealing with, and ways that any potential brand could jump in to fill the gaps. Finally, create a mini impact campaign that will both win the brand immediate ROI, and help the disability community. One person in particular, Megan Mueller Jensen, looked like they were going to pass out. It was then that it hit me, people are TERRIFIED to even think about inclusivity because they don't want to get it wrong. But, the biggest win for me isn't just that they figured out a really cool campaign concept for Best Buy.. but that they saw it's actually not that hard if you're intentional and have guidance. In 15 minutes this group of three had a creative brief, CSR campaign and tactics on how to retarget ironed out. CHEFS KISS. I'll say this until my last breath: we believe in creatives. We believe creatives WANT to be inclusive, but likely haven't ever been taught how to do so. And we're here to help change that. Thank you to Gemma Forbush and Laura Norton for organizing such a cool event and giving so many creatives the space to be brave. If you want to bring this workshop into your place of work, my DMs are always open. ;)

Well I think this is the nicest testimonial I’ve ever received. Meeting down-to-earth, good human, kind-hearted, smart, strategic, and BRAVE creatives is truly what keeps me going. I believe with my full chest that those people are the ones best poised to change the world, and I’m recruiting for more soldiers like Megan Mueller Jensen. If you want to bring me in to your team or agency to do a workshop like this, my DMs are always open. Can’t wait to build a more inclusive world together! ID: Kelsey and Megan pose hugging each other. Kelsey wears black and white shorts that look way too French to be in the Midwest and a black top. She has long brown hair, a fresh from vacation tan, and just enough crows feet that she will probably talk to her Botox doctor about them. Megan rocks a black top, spicy red hair, funky glasses and a flawlessly executed cat eye. Her lipstick and earrings match in pinky red.

I'm so pumped to share time and space (and wine and cheese) with my favorite people in the world: inclusive creatives. I love a good, inspiring creative talk as much as the next marketer - especially when the focus is disability - but so often I leave those talks thinking "that was inspiring" and never take action. Tomorrow, we're changing that. We've got three hours together at Carmichael Lynch with MIMA and here's how its going down: 5:00-6:00 Networking! Come hang, grab a drink and some snacks, gimme a hug, and meet other inclusive creatives. I promise, having just been surrounded by not so inclusive executives for a week, this will be the warmest and most welcoming networking opportunity you'll find. 6:00-7:00 Teaching! Sit back and I'll bang out a 1/4 of our half day workshop and big themes and concepts you need to know to do disability inclusion advertising, right. 7:00-7:30 Create! Participants will be split up in groups and they'll all be given samples of our databases and software we use to help easily identify what disability justice issue best aligns with a brand's ethos, what real solutions would be that the brand could provide, and what partners they should bring in. (ya know, experts in things other than disability marketing like Joshin or Gamut). Each team will draw from our selection of brands we love like Target, Best Buy, SEPHORA, General Mills, Caribou Coffee and more and will work together to create an outline of an impact campaign! This could involve film, social media, influencers... you name it! Our resources are at your fingertips for 30 minutes! 7:30-8:00 Present! Show off your inclusive chops in a safe space for feedback and encouragement. Obviously, this is just for an exercise and not paid campaign work, but testing our muscles in real time is the best way for this to sink in. Link to join in the comments, use code MISFIT100 to join for free as my guest!

Calling all creative professionals who pride themselves as being inclusive - we’ve got a date this Thursday! I truly cannot WAIT to spend some time with all of you and go over not just the emotionally led “why” of disability inclusive advertising, but to hone in on the business opportunity 99% of you are leaving on the table. Don’t take my word for it, Yale came up with that number! On top of that, we’re starting to tackle the “how” of STRATEGIC inclusive advertising. Content that moves the needle, yields ROI and wins awards has disability inclusive best practices embedded in all portions of the campaign: product, strategy, design, narrative, positioning, tone and more. My two promises every time I speak are: I’ll make you genuinely belly laugh AND you’ll leave with immediate, practical takeaways. I don’t do fluffy inspirational talks, I want you to leave being empowered to take action. Come hang out with me at Carmichael Lynch ‘s rooftop and mingle with the muse inclusive and innovative marketers in our city.

This is a really important read. We need to think about who we’re platforming as an industry. Those who create content create culture is the guiding compass of Misfit Media and that extends to conferences and events. If Sportbeach wasn’t going to affect culture, they wouldn’t invest millions into putting it on. They knew it would, and they chose to center a voice they know spreads hate. Thanks for writing this Jameson Fleming

Did you know that... - 90% of creative executives are white? - 91% are straight? - 99% are non disabled? Not only is this indicative of the lack of opportunities for people from historically marginalized communities, but it's also going to reflect in our content. The Misfit Media mantra is that "those who create content, create culture." If this weren't true, we wouldn't have jobs! And we know that DEI is SO much more than just "doing the right thing" - it's also a business opportunity! My belief is that if we know that getting uncomfortable and confronting our biases is good for humanity and culture, AND for business, then we must act accordingly. Last night was such a powerful night with incredible leaders, talking about the importance of DEI in advertising. Huge props to Nick Kuehne Sarah McCarthy and Caleb Peabody for organizing such a thoughtful and intersectional panel. It was such a fun, energetic and vulnerable evening. Proud to be next to all of you in the room, and on the internet as collaborators for equity in our own workplaces. Nyia Harris Nancy Korsah Luke Austing Bianca Monique Dawkins

At Misfit Media believe that all creatives need a healthy dose of foundational training to help your teams wrap your minds around:  a brief history of disability rights (current status and how we got here) implicit bias (society’s warped beliefs about disability and how it is perpetuated through media that we create)  systemic ableism (big, systemic issues our community is dealing with) Stereotypes, stigmas and tropes surrounding disability (91% of “inclusive” content communicates through this. Bad news.) We also believe that every role has its own unique  set of challenges when it comes to disability inclusion. What a graphic designer needs to know is vastly different than what a casting director needs to know which is vastly different than what a strategist needs to know. So, we offer a series of training sessions for various jobs and functions, too! I don’t want to talk myself out of a job (or paycheck) but the reality is that at least 85% of what we do from one creative team training to the next is the same. Community Training means that your team can attend live training sessions with our Misfit Team, and ask your questions in real time. Because this saves our team resources (production fees, time, labor) we’re able to offer this at a significantly reduced cost. Join us this July as we gather over 3,000 creatives to hone your skills to feature disabled people more frequently and equitably. There's $13T in spending power at stake, and we're committed to helping you tap into that and make the world a better place for disabled people at the same time.

It's nearly the end of #MentalHealthAwareness Month which means it's the 7 year anniversary of my suicide attempt(s). I remember early on in my career realizing that I needed help, and it wasn't being in denial that I needed help that drove me to the point of attempting suicide. It was the: - lack of access to mental health care: I was a FT contractor for disability inclusive marketing and never could have afforded the care that I needed. I took a six month hiatus and worked at a preschool so that I could qualify for the lowest tier of healthcare provided by the government. (Also, says a LOT about what we pay childcare workers, and why insurance shouldn't be tied to FT income) - stigma surrounding medication: I was scared that if I went on medication, I'd be "different" - that my ideas wouldn't flow as freely, that I wouldn't be able to be as creative, that I'd numb the pain too much and become dependent on medication (uhhh... people are dependent on medication all of the time for non mental health needs... why is this stigmatized?) - stigma surrounding suicidal ideation: I had suicidal thoughts LONG before I made any attempts and anytime I'd reach out for help surrounding them, I was shamed and told to be grateful for the things happening in my life that were positive. -stigma surrounding hospitalization: Once the ideation was so frequent that it felt uncontrollable, I was worried if I sought the level of help I knew I needed to deal with my PTSD, that I'd be hospitalized. How would I explain this to clients? Would anyone ever hire me? Would anyone see me as trustworthy? How long would it take me to recover from this "embarrassment"? I share this publicly, often. During this dark phase of my life I had no real role models who spoke openly and honestly about their attempts. After I was hospitalized, leaders that I admired and had looked up to for years opened up to me and told me they too had dealt with hospitalization for mental illness. I think if I had known that, I would have had the strength to put my hand up and get help much sooner. I'm so grateful for the doctors and social workers and friends who saved my life. I have so much to say on this topic, but nothing more important than these two notes: 1. If you are struggling with suicidal ideation or mental health. Help IS possible. I do not know your situation, but I know that you are here for a reason and there ARE people here who love you a tremendous amount. Do not be afraid of help. Do not be afraid of medication. Do not be afraid of judgment. My life got 3000% better after I was hospitalized and went on medication. It will be tough, it will be painful, and it will be worth it. 2. If you are an ally or supporter of people struggling with mental illness, check out NAMI or other resources to support you. Most people give well intended, but really bad advice or condolences to folks struggling with mental health. #MentalHealth #MentalHealthMatters #MentalHealthAwareness