SD DEPARTMENT OF REHABILITATION SERVICES

From Obstacles to Opportunities

The Sampson House partnered with the South Dakota Department of Rehabilitation Services to launch From Obstacles to Opportunities, a statewide awareness and enrollment campaign for the Vocational Rehabilitation program. Designed to reintroduce the program to South Dakotans, the campaign highlighted Vocational Rehabilitation as a trusted, supportive resource for individuals with disabilities seeking meaningful employment and long-term independence. By shifting the focus from limitations to possibilities, the campaign reframed Vocational Rehabilitation as an accessible pathway to confidence, career growth, and opportunity.

STRATEGY

Communicating Access, Confidence, and Opportunity

Through in-depth research, we uncovered why awareness and use of Vocational Rehabilitation services had declined over the past five years. Many potential participants didn’t fully understand the program, felt unsure if it was right for them, or were intimidated by the process. With these insights, The Sampson House developed the Obstacles to Opportunities campaign to reintroduce Vocational Rehabilitation in a clear, approachable way. The campaign focused on showcasing real possibilities, simplifying the application process, and building trust through supportive, human-centered messaging. Every touchpoint was designed to encourage action, helping more South Dakotans feel confident in applying for services and taking the next step toward employment and independence.

Scope of Work

Market Research and Insights
Campaign Conception
Photography
Video Production

Brand Development
Logo Design
Graphic Design
Website Design

Media Strategy
Paid Media Placements
Analytics & Conversion Tracking

CREATIVE

Elevating Stories. Empowering Futures.

The creative direction was intentionally designed to empower individuals by highlighting the strength, diversity, and potential through collaboration with Vocational Rehabilitation. It features bold, uplifting colors and authentic imagery of people with disabilities thriving in real-world workplace environments. A key component of the creative strategy was developing a recognizable and cohesive brand presence for Vocational Rehabilitation. The design focused on developing a refreshed logo and visual system that communicates strength, momentum, and accessibility.

Heart-centered design cues and relatable storytelling reinforced VR’s people-first approach, emphasizing the supportive relationships at the core of the program. Clean typography, intuitive layouts, and accessible design principles ensured the campaign was welcoming and inclusive. Together, these elements created a cohesive visual language that inspired optimism, reduced intimidation, and positioned Vocational Rehabilitation as a trusted partner committed to helping individuals move forward with confidence.

ENGAGEMENT

Where Stories Spark Action

Through an integrated mix of digital, social, and community-based touchpoints, the campaign delivered clear, supportive messaging that emphasized opportunity over limitation. Each execution was intentionally designed to build trust, reduce intimidation, and make next steps feel achievable for individuals considering Vocational Rehabilitation services.

By showcasing real stories and real experiences, the campaign created meaningful connections with the target audience—reinforcing Vocational Rehabilitation’s commitment to helping people move forward. This approach drove strong engagement across the website and social platforms, while also contributing to increased application activity. Together, these efforts resulted in a cohesive, statewide campaign that elevated awareness, strengthened credibility, and positioned Vocational Rehabilitation as a trusted catalyst for life-changing outcomes across South Dakota.