We can work program
Play the full deck: a creative campaign to shift the narrative on disability inclusion
It’s time to deal a new hand! Find your card. Show your strengths. Join the movement.
CLIENT Light for the WOrld
Services
Campaign Strategy
Co-creation workshops
Creative Concepting,
UX/UI Design
About
The We Can Work program improves access to dignified and fulfilling work for young women and men with disabilities across seven African countries: Ethiopia, Kenya, Uganda, Rwanda, Ghana, Nigeria, and Senegal. By working with local advisors and partners, the program builds the capacity to mainstream disability inclusion structurally into the labor market.
THE CHALLENGE
The core challenge was to trigger behavioural change across a very broad audience in seven different countries. We had to bridge the gap between two distinct worlds:
- Employers, whom we wanted to convince that inclusion is a strategic opportunity rather than just a moral obligation.
- Youth with disabilities, whom we wanted to empower to confidently claim their professional identities and talents.
- The question was: how do we unite these groups under one powerful movement that shifts the perception of “charity” toward “professional value”?
The Approach
Co-creation as a foundation
A strong strategy begins by listening. We didn’t develop this campaign for the community, but with them.
Through co-creation sessions with community members from various countries, we provided the space for their ideas and lived experiences to emerge. Moonatic’s role was to strategically structure this input and translate it into a measurable campaign strategy that is locally resonant yet universally understood.
The Concept
“Play with your full deck”
We found the solution in a universal metaphor: a deck of cards.
A card game is only complete when it has all four suits. If you leave out the Hearts, you are playing with an incomplete deck—and you can never truly win. In our campaign, the Heart Suit represents the talent of youth with disabilities. The message to employers is simple: Don’t leave talent on the table. Play with your full deck.
The Execution
From quiz to professional identity
To lower the threshold for participation and make the campaign highly shareable, we translated professional skills into “Workplace Archetypes”:
- The Quiz: Through an interactive tool, users discover their professional archetype (such as The Strategist, The Visionary, or The Connector).
- Personal Cards: Participants receive a digital card of their archetype to share on social media. This makes their talents visible and discussable in a positive, professional way.
- Smart Navigation: The website acts as a central hub where different audiences (employers vs. job seekers) are instantly provided with the right tools and messages based on their specific profiles.
The Pilot
- The pilot wasn’t just about testing a campaign theme; it was the first step in building a long-term campaign ecosystem.
- We aimed to activate the network to see how the content resonated. Did people just read it, or did they identify with it and own the message?
- We tested the mechanism for the ultimate goal: connecting job seekers with disabilities to providers of opportunity.
- The data and engagement gathered now serve as the bedrock upon which we will build the full-scale campaign in 2026.
A collective effort: who was on this project?
Ed Wainaina: Lead Illustrator
Ed created the bold, high-energy character cards that shifted the campaign’s aesthetic toward a celebration of professional talent.
Edwin Mwai: Co-creation Facilitator
Edwin facilitated sessions across seven countries, ensuring the strategy was built on authentic lived experiences and community advocacy.
Olamide Ewejobi: Social Media
Olamide brought both reach and expertise to the campaign, amplifying its message to wider audiences while serving as a core voice within the co-creation group of subject matter experts.
Aggie Turwomwe: Strategic Partner
Aggie bridged the gap between community insight and strategic action, contributing to brainstorm sessions and translating co-creation findings into tangible campaign deliverables.
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We see every challenge like a collaboration. Your story. Our strategy.
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