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09:32 27 Oct 2021

First inaccessible advertisement appeared in Ukraine

Temporary advertising with the slogan "This advertising isn't available for a person in a wheelchair" has appeared in tourist locations of the largest cities of Ukraine. The campaign raises issues of inclusiveness and aims to draw the attention of the general public to this issue.

Inaccessible advertising was created pro bono by the communication agency Gres Todorchuk for Dostupno.UA, an initiative that has debunked the myths about people with disabilities and spread the trend of accessibility for more than six years.

Inaccessible advertising is temporarily placed in places where people in wheelchairs find it difficult to reach due to the lack of ramps and other features of the city's infrastructure. Such locations include Castle Hill in Lviv, the road to the Karazin National University in Kharkiv, the Arch of Friendship of Peoples, and the Park of Glory in Kyiv.

"Half of the residents of Ukrainian cities belong to low-mobility groups. These are people with disabilities, parents with prams, the elderly, pregnant women, and people with temporary injuries. However, in our experience, only 4% of urban infrastructure in the country is convenient and comfortable," says Dmytro Shchebetiuk, founder and thought leader of Dostupno.UA. "However, stories of suffering and drama about people with disabilities are not our approach. We take it creatively. That's why we collaborated with the Gres Todorchuk agency, which can draw attention to social issues through creative solutions."

Each carrier with inaccessible advertising has the QR-code leading to the Dostupno.UA website.

Anyone can support a team that develops inclusiveness in Ukraine by becoming a volunteer or making a charitable contribution.

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