Ottobock launched a campaign to draw attention to the travel difficulties faced by people with mobility challenges with a global “Invisible Class” campaign. It cited data that 84 percent of people with reduced mobility in Europe said that they experienced difficulties while traveling, and the figure was as high as 96 percent in the United States.
“This concept refers to what is effectively a travel class ‘booked’ by 1.3 billion people with disabilities, whether they want to or not, which makes traveling more difficult for them,” said Martin Böhm, chief experience officer. “This can take the form of lost or damaged wheelchairs at airports, inaccessible transport and lodging, and more incomprehensible issues. On top of that, they face the uncertainty and lack of awareness among employees and fellow travelers who often do not know how to help or react appropriately. By using our global reach to create a platform for social discourse, we are encouraging people to rethink structural barriers.”
In Berlin, there are 84 advertising screens at railway stations, and more than 4,000 posters distributed throughout the city to draw attention to the campaign. Images with slogans such as “From: Wanderlust—To: Wanderlost” or “From: All inclusive—To: You’re excluded,” and a QR code encourage people to learn more.
Ottobock North America, headquartered in Austin, Texas, joined the efforts with advertising in the Austin-Bergstrom International Airport and thousands of posters near areas of transit in Toronto, Ontario. Ottobock North America will also host a virtual panel discussion with members of the Transportation Security Administration and members of the disability community that face challenges while traveling.
Aside from posters near areas of transport, the campaign is running online in over 15 countries on Google, Instagram, Facebook, and TikTok. Using #InvisibleClass, 50 global Ottobock brand ambassadors and influencers share their personal experiences of overcoming challenges, provide travel tips, and encourage people to share their ideas on social media channels. The content is available on Ottobock’s website and includes a user-curated Google Maps list showing places of interest, accommodation, and services with barrier-free access.
“Going through airport security with a prosthesis can feel like being treated as a security risk rather than a traveler. You get used to the extra checks, but it still feels uncomfortable being stared at or singled out,” said brand ambassador Davide Morana, a Paralympian and the 2022 Italian champion in the 100-meter and 200-meter sprints.
Ottobock North America campaign ambassadors include Ezra Frech, a two-time gold medal Paralympian; Lindi Marcusen, a Paralympic track star; Cam Ayala, a lymphedema advocate and former reality TV star; Desiree Jaykins; Jeff Waldmuller, an Ottobock employee, professional athlete, and mobility coach; and Daniel Silva.
To see the Invisible Class film, visit Ottobock’s YouTube channel.
