In Qatar, despite all efforts to control the use and abuse of spaces allocated for disabled people, violations were still largely observed.

The ACCESSIBLE QATAR initiative from Sasol, aim is to raise awareness and promote social acceptance and inclusion for the disabled, wanted to address this issue, and asked us to come up with a sustainable solution to prevent this disrespectful behavior.

Our objective was to come up with an empowering solution that would change people’s behavior without using a punitive or reproaching perspective.

The ambient media used was the international symbol of access. This symbol is prominently displayed in numerous public locations and highlights accessible spaces, bathrooms etc and frequently becomes wallpaper to many.

For our campaign using the sign itself as the media space to disrupt the conventional sign and encourage people to view it again, in a different way, was a perfect choice.

The new signs were implemented in the parking spaces and bathrooms of malls and business towers, in various public spaces across Qatar.

The implementation started on the second week of January 2017, and the campaign grew bigger as new places were progressively added.

Following on from the success of this campaign we’re currently lobbying key stakeholders within the government to implement this campaign throughout the whole country.