Campaign turns real stories into a call for barrier-free travel globally

Medical technology company Ottobock has launched Invisible Class, a global campaign designed to highlight the barriers faced by people with disabilities when traveling. Despite advances in personalization and convenience in the travel industry, 84 percent of people with reduced mobility in Europe and 96 percent in the United States report experiencing difficulties during travel, whether on daily commutes, short trips, or holidays.

The term Invisible Class refers to the 1.3 billion people worldwide with disabilities who encounter systemic challenges when traveling, from inaccessible transport and accommodation to lost or damaged wheelchairs at airports. The campaign seeks to spotlight these issues and spark dialogue around breaking down structural barriers.

Real experiences at the center

Developed with creative agency PRESENCE, the campaign is running across multiple cities and platforms. In Berlin, more than 4,000 posters and 84 digital screens at train stations highlight the initiative with slogans such as From: Wanderlust – To: Wanderlost. In North America, advertising appears in Austin-Bergstrom International Airport and across Toronto transit routes. Globally, the campaign is supported through Google, Instagram, Facebook, and TikTok, where 50 brand ambassadors and influencers share their experiences under the hashtag #InvisibleClass.

The campaign also includes a user-curated Google Maps feature that pinpoints barrier-free locations, accommodation, and services to help travelers with disabilities plan more effectively.

Martin Böhm, Chief Experience Officer, Ottobock: "With Invisible Class, we aim to demonstrate that mobility can be experienced in many ways and highlight the importance of recognizing barriers to break them down. By raising awareness with our users worldwide, we are encouraging change together to create a more barrier-free future."

Ambassadors share their stories

The campaign film features three ambassadors: German model and activist Ayleen Walter, Italian Paralympian Davide Morana, and Emirati TV presenter Zainab Al-Eqabi. Each shares personal accounts of how travel restrictions and lack of accessibility affect their journeys, from facing invasive airport security checks to the loss of spontaneity due to the need for extensive planning.

Additional voices from North America include Paralympians Ezra Frech and Lindi Marcusen, advocate Cam Ayala, and others who contribute through digital content and panel discussions. A virtual event will bring together TSA representatives and members of the disability community to provide resources and guidance for navigating travel.

A call for inclusion

By amplifying lived experiences and driving public conversation, Ottobock positions Invisible Class as both a campaign and a movement. The company urges policymakers, service providers, and fellow travelers to recognize that accessibility is a right, not a privilege, and to help make travel more inclusive.

www.ottobock.com

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