NOWRALLY — disability inclusion, staged as a race
Persons with disabilities racing retro-fitted tuk-tuks. An event built to change a perception rather than sell anything.
- Client
- NOWPDP
- Industry
- Non-profit & Social Impact
- Scope
- Social, Event, Campaign
- Year
- 2025
The challenge
Disability awareness campaigning defaults to sympathy, and sympathy does not change how anyone is treated on Monday morning. NOWPDP's position is that inclusion is a right rather than a kindness, and the communications had to argue that rather than soften it.
What we did
- Built NOWRALLY on 1 February 2025 around competition, not charity — retro-fitted tuk-tuks, a start line, and persons with disabilities racing them.
- Brought corporate leaders in as participants rather than patrons, which changes the register from donation to shared ground.
- Ran always-on social around the moments that carry the argument: International Day of Persons with Disabilities, Teacher's Day, Bashamool Pakistan.
- Kept the tone celebratory and direct throughout — every story inspires, every barrier challenged moves us forward — matching the organisation's own line that this is a part, not apart.
- Made the creative itself legible and high-contrast, because an accessibility campaign that is hard to read argues against itself.
Outcome
What changed.
Qualitative where we don't yet have the client's clearance to publish figures. We'd rather say less than overstate.
Competition, not charity appeal
Corporate leaders raced, not sponsored
Inclusion framed as a right
Accessible design in an accessibility campaign
The full piece
All 2 pages.
Use the arrows or your keyboard. Every page as delivered.
Page 1 of 2
More work
Other projects.
Multi-city ticketing site & a point-of-sale we built from scratch
Three cities selling the same finite time slots through two doors at once — a website and a counter. We made both read from one inventory.
Shabbir Tiles — a catalogue, a visualiser and a calculator, made to feel like one shop
Pakistan's largest tile brand runs three separate products. The job was making a customer move through all of them without ever feeling handed off.
One telematics site serving a single car owner and an oil-and-gas fleet
Someone tracking one vehicle and a fleet manager buying hundreds want opposite things. Most telematics sites pick one and lose the other.