Purple is a not-for-profit organisation dedicated to reducing the levels of inequality between disabled and non-disabled people.
Acceleris was appointed to launch to market a new organisation aiming to be the catalyst for change in creating a world where disability presents no barrier for individuals or business.
The result was Purple, which aims to help more than 20,000 disabled people to find permanent jobs, support thousands of businesses in becoming Disability Confident and match 25,000 personal assistants to disabled employers over the next decade.
In addition to creating the new brand, Acceleris created a strong media profile for Purple and produced a bank of high-quality marketing collateral, including writing, designing and creating a new website, to mark the launch.
What we did
We created a new name, Vision, Mission and Values statement for Purple, creating a new brand, strapline and logo. We also created a brand-new website and marketing materials including brochures, leaflets and animation and video.
We commissioned a survey looking at business’ attitude to recruiting disabled employees and used this to fuel the launch of Purple with an event to open the market at the London Stock Exchange, with support from business leaders, Purple partners and Holby City actor Jules Robertson, who as an autistic actor, talked about the challenges facing disabled employees on a daily basis.
The launch was supported by an exclusive evening networking event at law firm CMS Cameron McKenna for leading businesses, including an exclusive exhibition of art on the theme of ‘Changing the Conversation’ by The Curators.
Purple marketing collateral
- 60+ pieces of coverage in the first week, including the Guardian and Independent
- More than two million total opportunities to see
- Featured on five regional BBC radio stations
- Established relationships with business leaders and Government departments
- Resulted in an immediate opportunity to tender for contract with one of the UK’s largest local authorities
“I just wanted to say a big thank you to you all for your support yesterday with the big Purple launch day.
“Both the morning and evening events were a big success, and there was a real buzz at both around Purple and the opportunities it will offer. The media coverage has also been great.
“We have already had emails from some of those who attended the event, thanking us for the invitation to attend and saying they would like a further discussion with us, so hopefully the events will also provide the first platform to start the conversation.”
Kristine Alderman, CEO Office & Central Services Manager at Purple
“It was an honour to open the great London Stock Exchange with Purple recently.
“What makes me different from other actors is that I’m autistic. Life can be hard for autistic people because we want to work, in fact we need to work, but it’s really difficult to get a job despite the fact that our brains are unique.
“Less than 15 per cent of autistic people are in the work force, which is a much lower rate than for other disabilities.
“The team at Purple has asked me to help businesses think outside the box and hire people who think differently, and who think laterally. I encourage all recruiters and managing directors to be brave, take a gamble by employing people with disabilities. It will pay off.”
Jules Robertson, BBC Holby City actor
Purple CEO Mike Adams on the cover of Director magazine
This campaign won the Issues and Reputation Management category at the 2016 European PR Excellence Awards held in Berlin.