The Norwegian Association of Disabled

The wheelchair is not the problem. Everything else is!

The Norwegian Association of Disabled had an aging membership. Most were over 75, and younger people simply didn't see the organization as relevant to them.

So instead of talking about disability, we talked about what disability often leads to: Missing out.

By reframing disability through a feeling younger audiences already understood, we made the organization relevant to a new generation. And also won ourselves a silver in “Gullsnitt”.