2020 PRism Award
Access, Advocacy, and Action:
DRO’s COVID-19 Campaign
CLIENT
Disability Rights Ohio
INDUSTRY
Non-profit, Advocacy, Community Impact
TIMELINE
6 months
SERVICES
Messaging and Content Creation
Media Outreach
Media Relations
Social Media Support
MEDIA HITS SECURED
75+ across print, broadcast, digital and social
The Challenge
In response to the COVID-19 pandemic, Disability Rights Ohio (DRO) rapidly mobilized to address the disproportionate impact the crisis had on individuals with disabilities. As a long-standing partner, Team Fleisher Communications was called upon to help advocate for and protect the rights of Ohioans with disabilities during this unprecedented time.
The Solution
Together, we executed a strategic public relations campaign focused on ensuring access to critical information, protecting voting rights, and advocating for systemic changes across healthcare, education, housing, and employment systems.
Objectives:
Ensure policymakers integrate a disability perspective into Ohio’s COVID-19 response.
Provide up-to-date, easily accessible resources for individuals with disabilities to self-advocate.
Maintain DRO’s case intake and support services during the crisis.
Strategy & Execution:
Messaging & Content Creation:
Team Fleisher worked with DRO to establish clear, concise messaging to reassure individuals with disabilities that they were not alone. From the start, DRO’s communication emphasized solidarity, safety, and accessible support. A dedicated COVID-19 Resource Center was launched on DRO’s website, featuring essential information across multiple categories, including healthcare rights, special education, housing, and voting.Advocacy & Legal Action:
DRO’s advocacy efforts were heightened, including submitting Amicus Briefs, providing testimony to committees, and engaging with legislators to protect the rights of individuals with disabilities. Team Fleisher also supported DRO by crafting public-facing content, including letters to elected officials, calls for policy changes, and media outreach.Specialized Resources & Outreach:
Team Fleisher developed tailored resources for various audiences, ensuring accessibility. This included weekly e-blasts, FAQ sheets, one-pagers, and a robust social media strategy. These materials were designed to be clear, digestible, and consistently updated as the pandemic evolved. Key subjects included health and safety measures, special education guidance, and voting rights.Media Relations & Earned Media:
With an increased demand for information, Team Fleisher helped elevate DRO’s profile by securing media coverage across Ohio. DRO’s Executive Director, Sjoberg, became a go-to expert in media outlets, enhancing visibility and credibility. Team Fleisher’s proactive media strategy led to key earned media placements on topics like COVID-19 in correctional facilities and the challenges of care rationing in hospitals.Voter Advocacy:
With the pandemic disrupting the 2020 election, Team Fleisher assisted DRO in ensuring voters with disabilities had the necessary resources to participate. This involved creating comprehensive voter education materials, launching a voting hotline, and securing earned media on voting access. DRO became a trusted voice in advocating for accessible elections during this challenging time.Monitoring & Remote Services:
As COVID-19 restrictions made in-person visits challenging, DRO adapted by enhancing its remote monitoring practices, particularly in correctional facilities. Team Fleisher worked to amplify these efforts, showcasing DRO’s success in continuing its mission despite the pandemic.
The Results
Engagement & Reach:
DRO’s social media engagement skyrocketed, with followers increasing by 6,500% and average post reach reaching 3,117. Key posts, such as the hospital visitation factsheet, garnered over 4,100 unique viewers. DRO became a trusted source, with frequent media coverage and growing support from its audience.
Support & Advocacy:
During the pandemic’s peak, DRO handled over 6,839 requests for assistance, conducted investigations at 93 locations, and provided training at 89 virtual conferences. The organization’s advocacy efforts led to more than 25 impactful pieces of legislation.
Voter Outreach:
Team Fleisher’s efforts ensured that Ohioans with disabilities were informed and prepared for the 2020 election. The media coverage and outreach efforts helped facilitate a safer, more accessible voting experience, with a focus on early voting and polling place accessibility.
Diversity & Inclusion:
At the heart of the campaign was DRO’s commitment to inclusion. Content was tailored for a wide range of disabilities, ensuring resources were accessible through audio, sign language, and translations in Spanish and Somali. The strategy also addressed the intersectionality of race and disability, ensuring that DRO’s advocacy was inclusive of marginalized communities.
WHY IT MATTERS
In the face of an unprecedented global crisis, Team Fleisher helped Disability Rights Ohio enhance its advocacy, communications, and outreach efforts.
By staying adaptable, clear, and empathetic, we ensured that Ohioans with disabilities received the information, support, and advocacy they needed during this critical time. The campaign not only met its objectives but strengthened DRO’s position as a trusted leader in disability rights advocacy.