Every Pro Infirmis campaign has to be appointed by handicapped people, the so-called group de reflexion. So before you are set to convince anybody out there including and the Cannes jury, you first have to convince the hardest jury there is – people who are suffering from disability.

An elegant but inefficient answer to this brief would be to say: Everyone is different. But this approach does not help at all the vision of inclusion. If we want to include people with disabilities in our society we have to show the similiarities. This campaign emphasises the similarities between

Pro Infirmis, Switzerland’s largest national professional organisation for people with disabilities, launched a new awareness campaign that deliberately breaks with the clichés of NGO campaigns. It is more of a comedy than a tear-jerker and it shows people with disabilities as simply a part of our society. The film uses comical everyday situations to lift up the things we have in common and encourage people to really think and reflect about an inclusive society. It features 13 different protagonists with various disabilities.

In order to promote inclusion in society, we deliberately avoided saying that every person is unique. Instead, we highlighted the fact that people with disabilities are actually not as different as everyone thinks. We developed a campaign that emphasises the similarities between people with and without disabilities – rather than the differences. A “best of” of the little frustrations of everyday life. We’ve all been there. The film shows 13 real people with different disabilities dealing with petty annoyances. The song “Jump down, spin around” by Harry Belafonte is a musical gem from 1957.