We All Meet the World Differently

An accessibility campaign co-created with People of Determination that reframes accessibility from a compliance requirement to a matter of empathy. The 2025 phase ran across DXB screens, social, paid media and influencers, was showcased at the AccessAbilities Expo, and was activated internally through the oneDXB partners including Emirates, flydubai, dnata and Dubai Duty Free. Paralympian Jessica Smith, disability rights expert Fatma Al Jassim and Team Angel Wolf advised.

The brief

Travellers who are People of Determination, and the staff and partners who serve them at DXB.

The idea

Made together with People of Determination and advised by Paralympian Jessica Smith and Fatma Al Jassim, the second phase ran on DXB screens, social and paid media, and inside partners such as Emirates and dnata.

What to borrow

Arguing that what helps People of Determination helps every traveller widens an accessibility campaign from a niche into a brand promise.

Brand	Dubai Airports
Agency	The Mojo Group
Talent	Jessica Smith, Fatma Al Jassim
Channels	OOH, digital, social
Source	Campaign Middle East