National Disability Independence Day 2024

On July 26, we recognize National Disability Independence Day (commemorating the signing of the Americans With Disabilities Act).

Co-lab member and Marketing Consultant, Rachel Rubin, shares what this day means to her.

As told to the co-lab

Growing up with a brother with special needs has always been a defining part of my life, but the pandemic brought us closer in ways I never anticipated. With an eight-year age gap, I got to know him as an adult for the first time when I moved back home for the first five months of COVID to escape the chaos of NYC. 

Witnessing the world through his eyes not only reignited my commitment to advocacy but also inspired me to integrate these values into my career in marketing. 

It's a passion that has naturally woven itself into my marketing career, where I aim to create campaigns that are accessible and meaningful, ensuring that everyone feels seen and valued. I feel fortunate that my career has given me a platform to drive meaningful change and foster a society where everyone, regardless of their abilities, can thrive and be celebrated.

In honor of National Disability Independence Day, I’ve put together a collection of my favorite ads that celebrate inclusivity and accessibility. These campaigns are powerful examples of how advertising can truly resonate when it authentically represents people of all abilities. By sharing these ads, I want to celebrate the strides we've made in disability representation and inspire others in the industry to keep pushing for more meaningful, inclusive storytelling. 

ASSUME THAT I CAN (World Down Syndrome Day, 2024)

ASSUME THAT I CAN | World Down Syndrome Day 2024

This is easily one of the most compelling 90-second spots I've seen in far too long. In a world where individuals with Down syndrome are often underestimated, this campaign shines a light on their abilities and potential. A particularly moving aspect is its focus on real stories and experiences, emphasizing that people with Down syndrome can achieve remarkable things when given the opportunity. This narrative not only highlights the emotional and social significance of inclusivity but also celebrates the idea that everyone deserves to be seen for their abilities, not their limitations.

THE PARALYMPICS DREAM (Paralympics Paris, 2024)

🇨🇵 Paris 2024: 100 Days to Go - Welcome to the Paralympics! 🔥

The Paralympics Dream” aims to smash disability stereotypes and make the Paralympics the most-watched Games ever. The spot's abrupt shift from a dreamy, animated scene to raw, live-action footage of intense training brings the reality of Paralympians' hard work and dedication to the forefront. The contrast captivates viewers and showcases the incredible commitment and resilience of Paralympic athletes.

WE ALL WIN (MICROSOFT, 2020)

Microsoft Super Bowl Commercial 2019 We All Win Extended Version

In a world where differences often stand out, this campaign reminds us that when inclusivity is prioritized, everyone can share in the magic of play. I was particularly moved by a father's quote: “One of the biggest fears early on is, how will Owen be viewed by the other kids?” The fear of their child being seen as different or excluded by their peers is a concern many parents of children with disabilities face. He then follows up by saying "Owen is not different when he plays," emphasizing the profound impact of inclusivity. 

The ad shows how accessible technology can create environments where all children can participate, feel accepted, and just be kids. Every child deserves the joy and connection that comes from playing together, without barriers.

These campaigns are not just ads; they are powerful narratives that challenge stereotypes and push for a more inclusive world. They remind us that everyone, regardless of their abilities, has unique strengths and stories worth celebrating. As marketers, we have the responsibility and privilege to use our platforms to create content that reflects the diversity of our world and fosters understanding and acceptance. By championing acceptance and accessibility in our work, we can help build a society where everyone feels seen, valued, and empowered. 

Let's continue to push for more meaningful, inclusive storytelling, and celebrate the progress we've made while recognizing the work still ahead.