Unlock the Everyday: A Global Campaign to Improve Access to Assistive Technology

Client: ATscale

Assistive products — such as wheelchairs, prosthetics, glasses, hearing aids and digital devices – transform lives. But in low-income countries, only 10% of people can access the assistive technology (AT) they need.

Unlock the Everyday is a global campaign aimed at raising awareness of the millions of people who lack access to AT and urging change. Centered on the life-changing potential of AT, this campaign took a multi-pronged approach to propel AT access onto the world stage. From ideation to execution, it strategically combined audience research, creativity, inclusive design, and innovative storytelling. It also facilitated coordinated action, through collaboration with a range of partners and influencers. The campaign leveraged high-profile events like the Paralympics and United Nations General Assembly, as well as the creation of a new awareness day to mark AT. In this way, it targeted the stakeholders that can move the dial most on this issue with accessible and compelling content – all while raising public awareness too with media and social media activity that made a splash.