Primary goals & objectives

Founded in 1974, EmployAbilities is a charitable, non-profit organization that promotes, enhances and provides opportunities for those experiencing employment barriers, such as medical conditions, permanent injuries and disabilities. EmployAbilities executes a range of dynamic employment programs and services to support workplace inclusivity.

When EmployAbilities launched a new employment initiative, called Strive 4 Work, they needed assistance promoting the program and getting participants on board—at both the employer and employee levels. That’s where g[squared] came in. We were tasked with developing marketing concepts and strategies with a multi-faceted reach.

The process

g[squared] deployed a comprehensive awareness campaign, key messaging (for both the employee and employer audiences), website design and development, a social media campaign, a digital advertising campaign and more.


While the campaign is still underway, the client noted a significant increase and “huge interest” in employee applications—over 283 referrals were received for the first intake of the Strive 4 Work program.


  • Awareness campaign concept
  • Key messaging
  • Social media strategy, including visuals
  • Campaign landing page design and development
  • Digital advertising
  • Campaign implementation
  • Digital advertising
  • Media buying, including radio commercials