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Christopher & Dana Reeve Foundation: See Us by Oberland

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When someone with a physical disability approaches, do you look away, stare at their wheelchair or do you see the person coming towards you? That’s a question that a campaign from the Christopher & Dana Reeve Foundation wants people to ponder.

Children growing up are often told by their parents not to stare or call attention to people with disabilities. The national campaign for the foundation asks consumers to stop looking away and really see people with disabilities.

The campaign, created by purpose-driven agency Oberland in New York, features a diverse group of people candidly asking whether they look unhappy, seem like they are struggling, or look like someone you feel sorry for.

“Does looking at me make you want to look away?” asks a 20-something blond women with wavy hair and a nose ring. Another As the camera pans back and it becomes clear that all the people are in wheelchairs, the woman asks, “what about now?”

The online video’s call to action is “Don’t just look at us. See us.”

The participants in the video include comedian Jessie Chin, activist and adventurer Laura Beck, and neuroscience student Ian Malesiewski.


Agency: Oberland

Client: Christopher & Dana Reeve Foundation