Barrier-free driving schools get rebranded and new communication

plusone social impact agency has rebranded and launched a new information campaign for the Ministry of Internal Affairs barrier-free driving schools. 

«Driving Schools for People with Disabilities»  has changed its name to «Barrier-Free Driving Schools», which more accurately reflects its purpose: to create equal opportunities for people to get a driving licence and learn to drive. Our approach is based on barrier-free communication: we talk primarily about people, their experience and capabilities.   

The main idea is embodied in the slogan «Your movement without barriers begins here», which emphasises not only driving skills, but also the freedom of movement and active life that these driving schools make available. 

The project is especially valuable today, when thousands of Ukrainians have been wounded or otherwise injured by the Russian invasion. Barrier-free driving schools help them to acquire or restore old driving skills, often becoming the first step in returning to active life. 

 «We created this campaign with the main goal of showing that driving should be accessible to everyone, without exception. We are not talking about restrictions, but about opportunities, and that is why we put people at the centre of the communication. The visuals, language and style of the campaign emphasise opportunities, freedom and independence. It was important for us not just to change the name - we wanted to change the approach and perception. Barrier-free driving schools are about equality, confidence and a new start» – explains Yevhen Posokhov, creative director of the agency. 

plusone social impact developed a new communication campaign for Barrier-Free Driving Schools, with a promotional video as its central part.  

The Barrier-Free Driving Schools project is being implemented by the Ministry of Internal Affairs of Ukraine as part of the National Barrier-Free Strategy, which was created at the initiative of First Lady Olena Zelenska. The information campaign is being implemented by UNDP as part of the «Transformative Recovery for Safe People in Ukraine» project with financial support from the Government of Japan.