By Pam Vetter

“Every day, millions of people choose to do the right thing.”

As part of a television ad campaign focused on responsibility, a Liberty Mutual commercial shows actress Teal Sherer, a wheelchair user in real life, going outside in the rain, wheeling down the sidewalk to the bus stop, getting on a wheelchair accessible bus, and rolling under a metal gate at a school with the simple goal to cast her vote in this year’s election.

“While the spot is intended to remind everyone of the responsibility and privilege to exercise our right to vote, it’s also a masterful and authentic representation of people with disabilities,” says Disability Advocate Christine Bruno of Alliance for Inclusion in the Arts.

In fact, Liberty Mutual Senior Marketing Communications Consultant Jennifer Anderson stressed that authenticity was important in developing the advertisement. “We did focus groups with non-wheelchair users in Boston, Atlanta, and St. Louis to test our image advertising. The majority of people understood what we were trying to do with the spots,” says Anderson. “Through the Media Access office in Glendale, Calif., we did focus groups with wheelchair users and met one-on-one with wheelchair users. Time and time again, they told us that this is one of the only ads showing them in everyday life. They stressed that they’re either shown as victims or as superheroes, but rarely shown doing what everyone else does. They wanted to be depicted living life every day. It was a powerful thing.”

Every step of the way, Sherer was impressed with the new level of respect and involvement, which she considers a huge step forward for the entire movement to bring attention to other performers with disabilities. “Auditioning was an interesting process,” says Sherer. “Laray Mayfield cast it. She is a well-known motion picture casting director [Fight Club, Panic Room, Zodiac]. I didn’t have to prepare any material or improv like you normally do. Instead, they put the camera on me and asked me about myself, questions about my disability such as how I was injured, how I drove, what kind of car I had, and about where I lived, specifically if I had any modifications at home. They also wanted to know how people treated me and what things bugged me about how they did. For the callback, I met with director Laurence Dunmore [who directed The Libertine with Johnny Depp] who asked me similar questions. The producers were also in the room.”

The interview process went far beyond spending time getting to know an actress. Liberty Mutual and the production crew wanted details.

“They came to my apartment and took pictures of me in it, and pictures of me getting in and out of my car. Initially they thought they might use my apartment to film in. Instead, we ended up filming at another girl’s home (also a wheelchair user). They were very concerned about making the commercial as authentic as possible. I loved that! Everything you see in the commercial is how I would really do it. For example, it was my idea to duck under the metal fence. At first the director wanted me to go around it, which meant rolling through a muddy puddle of water in the grass. I told him if I was in the same situation I wouldn’t do that. Instead, I would bend my upper body and go under the fence. He liked the idea a lot.”

As Sherer wears many hats as a producer, writer, and actress, she knows the uphill battle that performers with disabilities often face. But, she views this approach as a new trend about to take flight.

“I think what Liberty Mutual is doing is groundbreaking. They’re showing a day in the life of a person with a disability — it’s not about feeling sorry for me or making me look like a victim,” she says.

Gloria Castañeda, Program Director/Casting Liaison of the Media Access Office, is also enthusiastic about the final product. “It’s a positive image about what we should be doing in our daily lives and that people with disabilities are also a part of society,” Castañeda said. “We’re very pleased with the result.”

Liberty Mutual shot four spots for their image advertising campaign. While all of the spots are focused on the same theme, this ad stands out as unique. “Overall, it was a positive experience,” says Anderson. “Our goal with our advertising is to equate Liberty Mutual with responsibility. We want to lay the groundwork so that more people understand us as a company. Responsibility is broad — it encompasses grand acts but equally important, it encompasses people’s small, every day acts when they choose to do the right thing over the easy thing.”

Clearly, Liberty Mutual did their homework by delivering a cutting-edge ad that is gaining attention nationwide for its authenticity.

“I’m beyond happy that they searched for an actress with a disability to play the part,” says Sherer. “That doesn’t happen often in Hollywood — most of the time they’ll cast a nondisabled person. I also love the message of the commercial: ‘There are no excuses not to vote!'”

For more information on actress Teal Sherer visit www.TealSherer.com or www.PerformersWithDisabilities.com.

To view the “Election” ad, visit Liberty Mutual at www.whatsyourpolicy.com.