Challenge

Research by the “League of the Strong” initiative and the company “Rating” in 2023 showed that half of Ukrainians rarely encounter people with disabilities in their daily lives, and the main emotions they experience when meeting them are sadness or pity. UNICEF, together with Daria Herasymchuk, Commissioner of the President of Ukraine for Children's Rights and Rehabilitation, created the “Children Like Children” campaign, within which we carried out activities aimed at changing attitudes toward children with disabilities.

How can we make children with disabilities more visible in Ukrainian society?

Idea

Create “Non-Restrictive” road signs and place them in busy areas.

We reimagined the “Caution, Children” road sign by adding images of children with different disabilities. Bright sign installations with informational boards were placed in busy and unexpected locations across Kyiv: at Kontraktova Square, the Landscape Alley, near the Kyiv Zoo, and more. But we didn’t stop at the capital — later, the sign installations appeared in Irpin, Bucha, Poltava, and Lviv.

Credits
& Outcome

Thanks to the installations, the initiative highlighted that our cities and people are still not adapted for children with disabilities, and that to understand and accept them, we first need to notice them.
Results:
1.6 million interactions with the road sign installations.
20+ media publications.
Requests to place the signs in other cities across Ukraine.

Art Director: Olena Horobets
Creative Copywriter: Anastasiia Russu
PR Manager: Sophia Mazur
SMM Manager: Olena Kliuchnykova
Project Manager: Olena Poliakova