Inclusion and solidarity are essential human rights — especially when it comes to people living with disabilities. Sadly, against a backdrop of rising exclusionary rhetoric, identity-based isolationism, and political priorities increasingly focused on the economy and security, inclusion is gradually being pushed to the sidelines. Handicap International Luxembourg has made it its mission to stand against this social backsliding through its campaign, Be Inclusive.

This year's edition addresses the global wave of budget cuts to social welfare programmes and foreign aid, and the direct impact these cuts have on people living with disabilities. We were tasked with developing the campaign's strategy and visual identity. We created a key visual that places our defiant protagonists at the centre of the composition, as their mobility and assistive aids are gradually erased by white stripes. This symbolises the contrast between the abstract nature of budget cuts on paper and their very real human consequences. The campaign was rolled out across a wide range of touchpoints, including out-of-home advertising, social media, and a redesign of the beinclusive.lu website.