Working with the Massachusetts Department of Mental Retardation (DMR) and its independent provider agencies, Parker & James initiated a unique collaborative campaign to develop new approaches for recruiting direct support workers. Under the slogan, Some people are lucky enough to love their work, the campaign produced materials designed to get the message out to job prospects - across the state, the country, and overseas.

In its first year, the campaign received more than 5000 inquiries from job candidates. The campaign created space advertisements, brochures, posters, direct mail, employee referral cards, and a Web site to inform and educate the public about job opportunities. Numerous news articles about direct support professionals and their agencies appeared in publications throughout the state. In addition, a video public service announcement continues to be broadcast on commercial and cable television stations.