Human mobility brand Ottobock is launching a symbolic new Paralympic discipline with the support of the International Paralympic Committee. The campaign highlights the unavoidable challenges people with disabilities face every single day of their lives.

The ‘Unofficial Discipline’ campaign highlights these ‘competitions’ in everyday life. From broken elevators to missing ramps, stairs, cobblestones, narrow doors and everyday prejudices. 

This casual lack of inclusion will be highlighted in an out of home campaign during the Paralympic Games in Paris. While over 20 top Paralympic athletes and 50 brand ambassadors share their day-to-day challenges via social media. The campaign will run across Europe and the US. 

“The Unofficial Discipline refers to the hurdles that people with disabilities must overcome daily. While the Paralympians compete in the stadium for medals, delivering top performances and breaking world records, they are also battling invisible obstacles and prejudices,” says Martin Böhm, Chief Experience Officer at Ottobock. “We want to raise awareness of these challenges, start a conversation and bring about change. We can all help break down barriers – no matter how big or small. After all, the only way we can win is if everyone can cross the finish line.”

The campaign, led by creative studio Presence, includes straplines such as: ‘Can we break the record for breaking barriers?’ ‘You can’t rise to the top in a broken elevator.’ ‘Inaccessibility won’t make it to the finish line.’

These messages are strategically displayed around inaccessible places such as staircases, on Metro billboards as well as in popular tourist attractions around the city.

The campaign will also embrace social storytelling with 20 top Paralympic athletes and 50 brand ambassadors will be using the hashtag #UnofficialDiscipline to share their day-to-day challenges via Instagram and TikTok. They are encouraging their followers to share similar moments, thereby creating a social media movement.

“Our goal is to make everyone aware of the barriers that people with disabilities face in their everyday lives,” added Böhm. 

He explained: “Paris is just the beginning. The campaign will soon be extended to other cities in Europe and the United States. We recognise that our mission to break down barriers is a marathon, not a sprint.”

According to Böhm, the Unofficial Discipline campaign is more than just a symbolic gesture. He explains:  “It is an appeal for change, a wake-up call for a more inclusive world so that people with disabilities can live their lives as they choose. We can only win in this discipline if we work together to put an end to it.”

Industry experts believe that the Paris 2024 Paralympics will mark a watershed moment for inclusion, but there is a long way to go to reach equitable sponsorship investment.