Back in May, the amazing creative gurus from Publicis Mojo came to visit me at my apartment to try and get a sense of why Youngcare is so important. So I took the team on a tour, and proceeded to tell them what Youngcare means to me. Everyone who knows me well will recognise the words I speak in the ad. I told the Mojo team that:
Disability is not about a lack of impairment.
It's about CHOICE
Choice of when to eat.
Choice of when to go the toilet
Choice of when to go to sleep...
Yes, the words that I speak are mine. They are not the words of some marketing executive who has no concept of disability. I was involved in every step of the creative process. We all tried to avoid the binary traps of disability PR. No one with a disability wants your pity, and no one with a disability is an inspiration just because they get on with life.
The ad was filmed in July at the Griffith Film School with the wonderful team at Cutting Edge. What you see took an entire day to film. It was a totally different experience for me, a hard, tough and ultimately satisfying one that I won't forget. I am very happy with the outcome and I hope you are too.
The purpose of the ad is two fold. Of course it is important to highlight the work of Youngcare, but it is there to inform people of the forgotten plight of young people with disabilities. It is a call to action to encourage people to donate, for the thousands of people who are on the fringes of society.
Thanks to the Youngcare team for encouraging my involvement. It is one of the best things I have ever done. As I told Youngcare's website, this is personal for me. It will change the lives of thousands of families, forever.