15% of the world’s population live with disabilities: 1.2bn people.

As the world’s largest minority, they face daily stigmatisation and exclusion from society.

Yet the issue of disability inclusion rarely reaches the top of the public agenda.

The IPC set out to change this on a global level, with three objectives in mind:

1) Increase awareness of the scale of the issue: research showed 43% of people underestimated how many people live with disabilities, judging it at less than 15%.

2) Shift attitudes towards people with disabilities. Those living with disabilities describe being treated with either pity, or as a misplaced source of inspiration, when they want to be treated and accepted as ordinary and normal.

3) Create a human rights movement (not an ad campaign) that could become an ongoing platform for people with disabilities to call for action towards inclusion