Cornerstone
Situation
A longtime leader in the disability rights and support services community, ETTA had a vision for a new model of housing and service provision that would help integrate adults living with disabilities into their communities. After more than 20 years of running group homes and other residential models, a group of leaders from the Los Angeles-based nonprofit decided to launch a new initiative called Cornerstone. The vision was significant: a major parcel of land in the heart of metropolitan Los Angeles where individuals with disabilities could live independently, receive services, work nearby, and find community within walking distance. This model challenged the conventional practice of separating individuals with disabilities from their communities and posed a pioneering new approach for how these individuals could live in Los Angeles in beyond.
Approach
Miller Ink conducted initial focus groups to understand the concept and the public’s perception of the idea. With these insights, we created marketing and communications materials for Cornerstone and the development, which we helped name “The Village.” We have been at the helm of a multi-year communications program that has engaged stakeholders, donors, and public officials through in-person events, earned media stories placed in major outlets, op-eds from key Cornerstone staff and third-party validators, video content, email campaigns, and more.
Impact
The Village has broken ground in Los Angeles and is within months of completion. Cornerstone successfully raised tens of millions of dollars for the development and received a $9 million grant from the state of California in recognition of its pioneering model. Cornerstone has credited the significant media coverage of The Village with helping drive this success.