Ford Handicab

Ford has long supported disabled people in the workplace. As the first company in Europe with a certified Disability Manager, it employs over 4,200 people with physical disabilities. Yet 55% of people with disabilities in the Netherlands still face challenges finding a job. To change perceptions, we launched ‘The Ford Handicab’—a taxi service with disabled drivers offering free rides in exchange for an open mind.

The taxi rides were offered by model Debbie van der Putten, Paralympic athlete Tim de Vries and veteran Sebastiaan Nieuwenhuizen.

Here's how the stunt reached a wider audience.

This campaign was created in collaboration with Djajant Hanenberg, Martijn van Marle, Peter van Rij and many others from Ogilvy Amsterdam, Holy Fools and Kapsalon.