I have a _____ ability.

Most advertising surrounding developmentally-challenged individuals tries to evoke sympathy by focusing on their disabilities. But what would you get if you did the opposite – and celebrated their abilities?

A campaign that leaves a lasting impression with current supporters and attracts potential new donors. At least that's what Foothills Gateway experienced with the unique message of "I have a ____ ability" and out-of-the-ordinary imagery.

The attention-getting theme highlighted Foothills Gateway's mission of empowering citizens with cognitive disabilities and their families, while encouraging potential donors to have a "give-ability."