Sure believes that everyone has the right to move—no matter who you are, where you grew up or however you want to move.

That's why we encourage people to break barriers, regardless of the social, economic, and physical difficulties they might have.

The brief was a proactive idea to take advantage of the press and media coverage around the Paralympic Games. The objective of the campaign was to give visibility to the accessibility problems people with disabilities have to face in their cities as well as make a statement about how the world should be designed for them to move easily and freely just like in an Olympic Village.

To make the problems faced by people with disabilities visible, we launched a print ad in top graphic media the day after the Paralympics ended. The ad stated that the world is a great place for people with disabilities, and it had an asterisk at the end which went on to say: “Only for two weeks every two years for a very select group of people”.

The idea was to question the fact that people with disabilities live in a world that is not designed for them, so that those who are responsible can take action and do something about it.

The strategy used in this campaign was to put out an impactful message and to do it at the right time, when the media was talking about the Paralympics. We took advantage of the fact that all eyes were set there and that the athletes were returning home to face a reality that is very different from the one at the Olympic Village. We seized the opportunity to continue working on our purpose of transforming people's lives through movement and to ask for a fairer and more inclusive world for all.

The execution was a print ad published in The Daily Telegraph, Metro, The Guardian and The Times after the end of the Tokyo 2020 Paralympic Games. It begins with the phrase “The world is a great place for people with disabilities*”. However, the asterisk marks a warning, which can be read in small print next to it: "Only for two weeks every two years, for a very select group of people”.

The ad also included a QR code that linked to an audio description for the visually impaired.