Creative campaign :


People not symbols

Role: Creative concept, Art Director


Idea - on the December 3rd "International Day of Persons with Disabilities” in Israel to put a face on people with disabilities. The NGO decided to raise the public's awareness to the issue by replacing the disabled icon on thousands of disabled parking signs throughout the country with the picture of real disabled people.

Background

Every day in Israel, hundreds of healthy drivers ignore disabled parking signs and park in these reserved spots.

Execution

For the International Day of Persons with Disabilities, we photographed 50 people with disabilities and staged them to look exactly like the Illustrated Symbol of Access. Then we replaced 40,000 disabled parking signs in 17 major cities in Israel with their pictures.

Impact

For the first time in history, the Israeli parliament debated the issue. The parliament pledged to modify the law by the end of 2018 by increasing the fine for violating parking spots by 100%

Quotes from media and public reactions: • “I see these signs and I want to cry” – Leading TV channel in Israel. • “We hope these signs will stay!” – Major newspaper. • “Look them in the eyes!” – Popular news website. • “We need more campaigns like this!” – Largest daily newspaper in Israel. • “Simple and brilliant!” – Creative review.