Born This Way Foundation

The Peer Counseling Program

Problem: Raise awareness of the Born This Way Foundation’s mental health services to the most vulnerable: people with mental and physical disabilities who were literally “born this way.”

Insight: Traditional mental health services often fail to address the lived realities of those with disabilities, the ones who need it the most, because most professional counselors simply haven’t been there.

Solution: A “peer counseling program” that connects people with disabilities to counselors who were also “born this way.” Nobody gets you like someone who’s been there.

OOH/Stunt

Raising awareness of the peer counseling program, stunts spread empathy by showing people how it feels to be born this way.

On average, accessible ride shares take 30 minutes longer than normal rides. That can make a big difference, whether you’re leaving or trying to get home. The Born This Way Foundation will partner with Uber to invite riders to give up a few minutes to prioritize accessible rides for those who need them most.

Certain types of sand, like dry, loose, fine-grain sand, are notoriously difficult to walk on, but easier to navigate in specialized beach wheelchairs.

To flip the script on access, we’re creating a “VIP zone” at the beach that’s only reachable by beach wheelchair. While most of the shoreline is typically off-limits to wheelchair users, this area does the opposite by facilitating rolling over walking.