Storefronts want you to come closer. But this time it’s a little different.

Posted by Marc van Gurp | 4-12-2013 21:30 | Category: Ableism

Pro Infirmis: Because who is perfect? Get closer.

Storefronts in Zurich, but just a little different than usual. Special mannequins with physical disabilities were stationed in the windows of the fashion stores modissa, WE Fashion, PKZ, Schild and Bernies. Mannequins missing an arm, sitting in a wheelchair and a malformed spine.
The figures are life-sized, three- dimensional representations of Miss Handicap 2010, Jasmin Rechsteiner, radio presenter Alex Oberholzer, track and field athlete Urs Kolly, blogger Nadja Schmid and actor Erwin Aljukic.

It is the scene from the new campaign from Swiss Pro Infirmis entitled “Because who is perfect? Get closer.” Designed to provoke reflection on the acceptance of people with disabilities. It was done yesterday Dec 3, the International Day of Persons with Disabilities.

Director Alain Gsponer shows the development of the campaign, from the measuring of the participants to the mannequins being displayed in the stores on Bahnhofstrasse:

Pro Infirmis
Jung von Matt/Limmat

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Andrea asks Sharon Stone to turn up his voice

Posted by Marc van Gurp | 11-04-2013 22:00 | Category: Ableism

Coordown Onlus: Dammi Più Voce Turn up my voice with Sharon Stone and Mourinho

March 21 was World Down Syndrome Day. In the lead up to that day the Italian Coordown Onlus organised a great campaign entitled #DammiPiùVoce (Turn up my voice).
On www.coordown.it, 50 people with Down syndrome asked 50 celebrities for a donation. Not money: they asked for a video. A video in which those celebrities ask the public to support the rights of people with Down Syndrome through a donation, thus amplifying their voices.  A video that, if shared by the celebrities on their social networks, would have more chance of being listened to.

Just like Andrea who asked Sharon Stone to turn up his voice:

Saatchi & Saatchi

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Playing with typography still works

Posted by Marc van Gurp | 17-10-2012 21:45 | Category: Ableism

Associação Paranaense de Reabilitação

This typographic idea is done many times before for many causes and brands. And it still works if it is properly used. It is the kind of outdoor advertising which makes people wait and think.
This campaign is from the Brazilian Associação Paranaense de Reabilitação (Rehabilitation Society from Paraná). The only thing which is discussable are the color choices.

As agency Guarda (Chuva) writes:
Conflicting colors and lack of space can be an impediment to reading, but it does not compare to climb stairs or running to catch the last bus, having some kind of physical disability.

“Running to catch the last bus.
Hard to read? It’s tough when something simple becomes so hard, isn’t?
October 11th, National Disabled Person Day”

More campaign items after the break including the original Brazilian versions.

Associação Paranaense de Reabilitação
Guarda (Chuva), Curitiba, Brazil
Ads of The World

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Non-profits: embrace the pearls for your cause

Posted by Marc van Gurp | 26-09-2012 20:55 | Category: Ableism, Media

This post has moved to the Academy section.

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It is great to live with a handicap

Posted by Marc van Gurp | 24-09-2012 20:43 | Category: Ableism

This is the new campaign from Cap 48. This organisation is an initiative from the Walloon broadcaster RTBF for creating awareness about living with a physical handicap.
Although the campaign is in French, the visual language is strong enough to understand what it is about.

It is the story about Yorick who had an accident two years ago. Yorick is the bright side of life. And he still likes working on his acting career.

It is tricky business to communicate the opposite to what your cause really is about. But not for physical disabilities because we all understand that living with it is hard.
Is campaigning for this cause useless? No. Although we think we know how hard it is to have a physical handicap we still are indifferent.

That is the idea behind the sarcasm in this new campaign.

It is great to live with a handicap - il y a encore beaucoup à faire pour améliorer les conditions de vie des personnes handicapées

Air Brussels

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Japanese Paralympian poses nude to raise money for London 2012

Posted by Tom Megginson | 7-06-2012 21:35 | Category: Ableism, Sport

(Image via esporte)

Maya Nakanishi is a Japanese runner who has used a prosthetic right leg since her original was crushed, at age 21, by a five-ton steel frame that collapsed on her at work in a paint shop. Two years later, she was competing in the Beijing 2008 Paralympic Games.

Now, she wants to compete in London. But according to a statement, Nakanishi said she was unable to compete in the 2011 world championships due to a lack of financial resources, despite being a Japanese medal chance. (She also needs a new racing leg.)

So she took her clothes off and made a calendar.


Ms. Nakanishi told NDTV Sports, “I don’t regret having become nude. I’m very happy that I was able to show Maya Nakanishi as I am.”

What she is, is a beautiful person with an elite athlete’s finely-tuned physique, as well as a great poster child for strength following tragedy. But what does it say about Japan that one of their medal contenders has to fund her own way to London? And what does it say about our world that we are only interested in her story when she shows some skin?

The calendar is available at Amazon Japan.


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I’m disabled, I will work for free

Posted by Marc van Gurp | 31-05-2012 22:16 | Category: Ableism

This is a nice initiative from the Mexican Fundación paraLife. It is a hard for disabled people to get a job. Also in Mexico.

A letter of recommendation is more valuable than a good resume in Mexico. Therefore Publicis, the agency behind the campaign, decided to make the greatest recommendation letter for the disabled.
And to achieve that they searched for a person with disabilities that would offer his services for free in exchange for a recommendation letter.

They found Xicani Godinez, 23 years old. He was born with infant brain paralysis but his intellectual capabilities are good.
With this campaign he get 25 job offers within a week.
People were able to follow his progress in working through the web and social media. On the dedicated website people could send and sign a letter of recommendation

The campaign was really successful in Mexico, without almost any budget they get a lot of free media and they obtain more than 5000 recommendation letters that now help people with disabilities in Mexico to get a job.

Fundación paraLife - Xicani Godinez - Trabajo gratis

Fundación paraLife
Publicis Mexico

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DoucheParking: Shame and Blame with an App

Posted by Marc van Gurp | 20-05-2012 22:05 | Category: Ableism, Road safety

Nice idea from Russia. But also with some debatable issues.
The Village, a Russian online magazine, launched an mobile app aimed to battle parking jerks. Because that is a big problem in Moscow.
The app is based on well known GPS technology. The only thing what is needed is taking a picture from the wrongly parked car. The software recognize the car number plates, the car model and color.
The harvested data become visible immediately across banners and media placements on popular websites in Russia. The banner ads are targeted through IP addresses to locations where these cars were parked.

DoucheParking is a big problem, not only in Moscow. And we posted some campaigns before about this issue (see links below).
I have some doubts about this app from The Village. What is done with all the harvested data? Who is the owner of these data? Is it stored or trashed after a while?
Perhaps they have though about that but I couldn’t find the answers.

Related posts:
- What you’re really doing when you park in a handicapped spot
- Wheelchair Guerilla
- I’m a asshole and I park wherever I please
- So I choose
- Go and break your fucking spine

DoucheParking: Shame and Blame with an App


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Paralympians are unstoppable II

Posted by Marc van Gurp | 2-05-2012 22:25 | Category: Ableism, Sport


Tom wrote about this great campaign video in March. Now we have the print ad (click to enlarge) and the making of. It gives a nice insight in the creative process.

The campaign was shot by by Mark Zibert. He teamed up with BBDO Toronto to shoot “Unstoppable.”
Shot in one continuous take on a rainy Toronto night, the entire set was mapped in 3d before the shoot for a quick and easy build.

See more Ableism campaigns here.

Canadian Paralympic Committee

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Disabled People South Africa: Make South Africa accessible to all

Posted by Marc van Gurp | 19-04-2012 20:40 | Category: Ableism, Health

Not the most spectacular psa, but what a sweet lady as the main character. It’s Christabella Zenzile, working at the finance department of Disabled People South Africa. She knows what she is talking about and I’m really touched by her positive approach. And her lovely voice. She takes this video to the highest level.

As Let It Rain Films’ producer Sam Kelly says: “Making this PSA was a very humbling experience for us. We often use the metaphor ‘to walk in someone else’s shoes.’ Well this very brave lady, Christabella Zenzile, cannot walk – she is in a wheelchair – but spending a few days with her made us count our blessings tenfold and get the smallest taste of what living with a disability is all about. There is just so much we don’t know about and so much we all need to bring into our awareness to make South Africa more accessible to all.”

Forget everything you’ve learned about marketing. Just remember one thing: it’s the human factor what counts. Great work!

Disabled People South Africa: Make South Africa accessible to all

Disabled People South Africa

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