Rick Johnson & Co., ARCA Open Closed Doors

DALLAS Rick Johnson & Co.’s new image campaign for ARCA promotes the organization’s mission of opening doors for people with disabilities.

The Albuquerque, N.M., agency’s three TV spots for the local nonprofit organization, which provides housing, literacy and workforce programs to people with developmental disabilities and mental retardation, launch on Monday.

The first spot opens with scenes of actual ARCA participants facing closed doors. A voiceover says, “What if suddenly the doors didn’t open? Doors to places to work, places to play and even places to live? This is what the world often feels like to people with developmental disabilities. That’s why since 1957, ARCA’s been opening doors to Albuquerque’s most vulnerable citizens. Doors to new opportunities, new experiences and even new places to call home.” The spot ends with various doors opening, and the narrator’s “Give to ARCA and help us open another door.”

The two remaining spots focus individually on ARCA’s workforce and housing programs. The regional “Opening Doors” campaign, which will run for a year, will also include radio and print initiatives, the shop said.

“Our goal was to demonstrate the struggles that many mentally disabled people are faced with every day,” said RJC copywriter Adam Greenhood. “To communicate what ARCA does, we thought the visual power of having closed doors opening would be memorable and poignant.”

ARCA has been a client of RJC for the past year. Campaign spending is undisclosed.