ART DIRECTION + CONCEPT + DESIGN + COPY

 ︎ Honorable Mention  

Jongen Honden Brief 

The Mentelity Foundation - I’m Not Brave 


There is a common misconception that persons with disablities have to be brave to live their reality. In the minds that believe this, disabilites are ugly. Consequently, these people are amazed at persons of disabilities for the wrong reasons, calling them ‘brave’ just for living their life.

Let’s break this misconception.









Client: The Mentelity Foundation 

A charity that supports children/young adults who live with a physical challenge. They provide prosthetics and access to facilities where persons of disabilities are able to exercise.  

Brief:

A billboard campaign partnered with Oceans Outdoor to raise awareness among people that there’s no limit to what disabled people can achieve when they have access to the right tools.

Idea:

A photographic campaign to challenge the public’s misconception that persons of disabilities are ‘brave’ for just living their life.






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