The painful exclusion from everyday activities experienced by people with disabilities is exposed in an emotionally charged campaign The Fall for the French disability association APF France.
Created by award-winning agency Babel and directed by young Franco-British talent James Maciver, the TV and digital campaign conveys a compelling core message: ‘The hardest part is not our disability but the exclusion imposed on us.’
The Fall shows the anguish experienced by a wheelchair user, including inaccessible shelves in supermarkets, job interview rejection and limited health care support. Each set-back triggers a flash-back to the moment of his tragic accident when he fell backwards down a long flight of stone steps.
Film advertisement created by Babel, France for APF France Handicap, within the category: Public Interest, NGO.
Brand Manager Babel: Matthieu Angevin
Project Director: Pauline Leborgne
Creative Director: Jean-Laurent Py
Artistic Director: Julian Brice
Copywriter: Fred Lutgé
Head of TV & TV Production: Jeanne Halfon, Oriana Berzig
Director: James Maciver
Production Co: Animal Animal
Producers: Vincent Thiesset, Noé Lefebvre
Post-production & SFX: Reepost
Sound: Bel Air Paris