I’m not asking to be a firefighter!

Background

In Poland, as elsewhere, disabled people suffer twice. First, from the debilitating effects of their condition; and second, from the stereotypical belief that their disability means they can't perform many jobs.

The result is that 78% of people with disabilities are unemployed. By asking for donations, most Polish public service ads perpetuate the stereotype.

Disability support organisation Foundation Integration wanted to challenge employer thinking that prevented the disabled from getting jobs.