"Step closer" - The latest ad campaign by Pro Infirmis

"We, the one's who are challenged, need to be heard. To be seen not as a disability, but as a person who has, and will continue to bloom. To be seen not only as a handicap, but as a well intact human being."
Robert M. Hensel

What a lovely advertising campain. Full of heart and bear hugs.

The campaigns by "Pro Infirmis" are highly regarded in Switzerland. The last campaign "We also have our life" invited the public to reflect on the integration of disabled persons in our society. The current campaign has received various awards in the advertising world. The approach of the television ads are linked to the tradition of past years, with moving images that challenge the viewer to think about disabilities.

The ad is about a 'bear' located in a pedestrian area. At first he seems a bit lost, but then he seeks contact with his surroundings, spreading his arms and embracing - and being embraced - by children, women and men of all ages. Then he takes off the costume's head and Fabian Bischoff, 28, appears, severely disabled after a craniocerebral trauma suffered in an accident which occurred eight years ago. In the midst of the passers-by with the bear head under his arm and he states, "Do we need to dress up to get closer?" - "Step closer. "

This is the invitation launched by Pro Infirmis' awareness campaign, in which the public is asked to approach and to confront people with disabilities. Remember: a hug goes a VERY long way!!!