Pro Infirmis brings people with disabilities into advertising

The new awareness campaign of Pro Infirmis started throughout Switzerland on October 14, 2019. Well-known Swiss advertising subjects are presented to the public in a new interpretation. The campaign was created by the CRK agency.


Whether online or offline, advertising is part of our everyday lives. Many people may be aware that the advertising world does not always reflect reality. However, representation, especially in the advertising world, is an important step towards inclusion in society for minorities. With the campaign "Unhindered Disabled", Pro Infirmis has decided to take on a special kind: Swiss advertising subjects are interpreted in a new and inclusive way.

On October 14, 2019, the awareness campaign "Unhindered Disabled" was launched. The vision of Pro Infirmis is an inclusive society. The aim of the campaign is accordingly to get one step closer to the inclusion of people with disabilities. In cooperation with Migros, Appenzeller cheese, Coop, Digitec/Galaxus and Mobiliar, well-known advertising subjects are re-enacted. The protagonists are exclusively people with a disability.



Advertisers like the idea

The idea was also well received by the advertising customers involved. "When Pro Infirmis approached us with their campaign idea, we were immediately enthusiastic. For us, this joint campaign is another chance to show that we are there for everyone with 'Für mich und dich'," says Vanessa Finzer, Head of Advertising and Culinary at Coop, for example. Martin Walthert, Chief Marketing Officer of Digitec Galaxus, is also convinced by the approach: "We liked the idea of the campaign right away. Since we show everyday, ordinary situations in our current Galaxus advertising, we found it particularly suitable for involvement: people with disabilities are naturally included in everyday life."

For Christoph Holenstein, Director of the Variety Organization Appenzeller Käse, the participation was a matter of the heart: "I am privately close to someone with trisomy 21 and know what this disability means. It is important to me that all people can also participate equally in the joys of social life - with or without a disability." 

The campaign will be seen on posters, online banners, and on Pro Infirmis' own channels in three languages. Until now, people with disabilities have rarely or never been visible in Swiss advertisements. Thus, 1.8 million people with disabilities in Switzerland find no identification figure in advertising. CRK wants to draw attention to this with the campaign "Unhindered disabled". (pd/hae)


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