LONDON, UK – What happens when the internet’s most ubiquitous wellness mantras are flipped on their heads? “Live. Laugh. Love.” becomes “Live. Laugh. Die. 20 Years Earlier Than Expected.” “Carpe Diem” turns into “Carpe Diabetes.” These twisted reflections are at the heart of Dis-Inspirational Quotes, a bold new social-first campaign developed by social impact organisation The Missing Billion Initiative, in collaboration with Kurio, the social-first creative agency under SAMY Alliance.
Launched during the Skoll World Forum in Oxford and the Global Disability Summit in Berlin, the campaign takes aim at a global blind spot: the entrenched healthcare inequities experienced by women with disabilities. Designed to be shared, felt, and discussed, Dis-Inspirational Quotes invites audiences to question the societal narratives of resilience, strength, and positivity that often mask systemic neglect.
Mari Tikkanen, co-founder of the Missing Billion Initiative, commented: “Women face inequality in healthcare. People with disabilities do too. But for women living with disabilities, these challenges are compounded. The system must change to work for everyone, not just the majority.”
Jari Lähdevuori, Kurio’s Executive Creative Director, commented, “Being a pro bono campaign, there wasn’t a chance for media placements. We wanted an approach that would have a viral potential on social media. An approach that was born and bred on social.”
Access the report and read more here: Missing Billion Gender Report
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