Winner
Not Every Disability is Visible
Summary of work
Signage on accessible toilets across the UK shows a person in a wheelchair perpetuating the notion that the toilets are only for use by those with visible disabilities. Crohn’s & Colitis UK, Janssen and Evoke KYNE partnered to raise awareness of these invisible disabilities, to drive positive social change for people living with the conditions and encourage businesses to adopt accessible toilet signs to one stating ‘Not Every Disability is Visible.’
The campaign informed UK businesses and the public of the invisible signs/symptoms of Crohn’s or Colitis to challenge misperceptions of the conditions and to change the hearts and minds of CEOs at target companies so that they update their accessible toilet signs.
As a result of this multifaceted campaign and supporting outreach strategies, we achieved nearly 500 million impressions through traditional and organic social media channels, resulting in 53,000+ emails being sent to CEOs of target businesses. More than 17,000 outlets of brands including Nando’s, JD Wetherspoon and Frankie & Benny’s changed their accessible toilet signs.
Judges’ comments
Not Every Disability is Visible is an exceptionally smart programme which used a brave, bold and targeted strategy, based on confidence around some clearly defined insights, to deliver an impressive set of results. The mobilisation of the patient community, in particular, impressed the judges, and the programme will no doubt make a real difference for those living with Crohn’s and other related diseases.
