Ford Handicab

Ford has been committed to helping disabled people in the workplace for many years. It’s the first company in Europe to have a certified Disability Manager and over 4.200 employees with a physical disability. So, when we found out that 55% of people with a handicap still face difficulties finding a job, we wanted to change people’s perception and launched ‘The Ford Handicab’. A taxi service with disabled drivers only, offering unsuspecting travelers free taxi 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.