FCB Lisbon partners with the accessible tourism platform to enable people with reduced mobility to enter the job market as tourist guides
There are many ways to make tourism more inclusive. FCB Lisbon's latest campaign for TUR4all could be one of them: a system that allows you to couple a wheelchair with a bicycle. With it, a person with reduced mobility can become a tourist guide.
The prototype - created with a piece made in Spain that allows wheelchairs to be attached to bicycles - was presented in March by the Portuguese Secretary of State for Tourism, as part of the Bolsa de Turismo de Lisboa investment programme. Ana Mendes Godinho considers this idea - born from an FCB Lisbon insight - as "meeting all the requirements to be materialised."
One in three people in the world has special accessibility needs, be they definitive or temporary. In Portugal alone, there are approximately 1 million people with special needs, 2.5 million elderly people, 550 thousand children under 5 and thousands more people with temporary or definitive limitations.
Edson Athayde, CEO and creative director of FCB Lisbon, developed the concept over the course of a year with his team, making the most of the know-how acquired in previous collaborations with the Paralympic Committee and the National Institute for Rehabilitation. Edson says the project is "an idea for Portugal which sees the tourism industry as a priority. An idea that can create a new profession in the tourist business for people with motor disabilities, and that can be replicated elsewhere."
Since no one gets far on their own, this concept has been put at the disposal of those who want to materialise it, from town-halls to private initiatives.
The Wheelchange Tours says this is "an open source project. You can use it any way you'd like, without having to pay royalties. You can even use it to create something new. The important thing is to help make the World a more inclusive place, one where all can work and collaborate without hindrance".
Creative Agency: FCB Lisbon
Creative Director: Edson Athayde and Luís Silva Dias
Chief Executive Officer: Edson Athayde
Art Directors: Eduardo Pastor Vicente and João Martins
Copywriter: Edson Athayde