A single letter can be enough to completely change the way we see things. This idea inspired the campaign. By shifting the word إعاقة (disability) to طاقة (energy), a simple visual correction changes everything. The meaning moves from the notion of disability to the
A single letter can be enough to completely change the way we see things. This idea inspired the campaign. By shifting the word إعاقة (disability) to طاقة (energy), a simple visual correction changes everything. The meaning moves from the notion of disability to the
A single letter can be enough to completely change the way we see things. This idea inspired the campaign. By shifting the word إعاقة (disability) to طاقة (energy), a simple visual correction changes everything. The meaning moves from the notion of disability to the idea of energy.
A single letter can be enough to completely change the way we see things. This idea inspired the campaign. By shifting the word إعاقة (disability) to طاقة (energy), a simple visual correction changes everything. The meaning moves from the notion of disability to the
Description
CONTEXT
People with disabilities are still among the most excluded in society. This exclusion comes from physical barriers but also from the way people look at disability, often seeing it as weakness or dependence. It is important to highlight their abilities, their talents, and the real value they bring to society.
CHALLENGE
The inclusion of people with disabilities is not just a matter of justice but an investment in our common future. Today, we have to change our perspective and see their contribution and their skills as an added value instead of the image that presents disability as a burden on society.In a world, where we refuse to admit that people with disabilities represent a resource like any other, and where we continue to consider them as a burden, it is important to change this label that has been sticking for far too long.
CONCEPT
The concept is based on a visual correction of the Arabic word إعاقة to طاقة, symbolizing a change in perspective and a focus on abilities rather than disability.Through visuals of athletes, artists, or professionals in action, the campaign shows that everyone has unique energy and talent.لندعم كل طاقة becomes a powerful message: support abilities, recognize potential, and celebrate everyone’s contribution.
OBJECTIVE
- Changing people's perception of people with disabilities…
- Create a conversation around the situation of these people…
- Restore their image by shading light on their determination, their abilities and their potential.
- Through this campaign, we want to turn people with disabilities into people with great potential, in all areas.
This professional campaign titled 'Support ThisAbility' was published in Morocco in December, 2025. It was created for the brand: AMH (Amicale Marocaine des Handicapés), by ad agency: Boomerang Communication. This Digital, OOH Outdoor, and Print media campaign is related to the Public Interest industry and contains 4 media assets. It was submitted about 2 months ago by Creative Director: Samira Rafi of Boomerang Communication.
Credits
Advertising Agency: Boomerang Communication
Executive Creative Director : Samira Rafi
Art Director: Fettah Kacihi
Copywriter : Sophia Maazouz
Strategy Director: Mehdi Bouayad
Digital Director: Mohammed Chaoui
Account Manager : Hanane Ateya / Meriem Naciri
