WATCH ABOVE: ‘Because who is perfect?’ video campaign
TORONTO – A Swiss campaign designed to create a greater acceptance of people with disabilities has gone viral.
The “Because who is perfect? Get closer” YouTube video captures the reaction of people as mannequins modeled after people with disabilities are displayed in store windows.
“Between the perfect mannequins, there will be figures with scoliosis or brittle bone disease modeling the latest fashions,” said creators Pro Infirmis, the largest professional organization for people with disabilities in Switzerland.
Shot by director Alain Gsponer, the mannequins were molded in 3D images after real people in hopes of “encouraging reflection on the acceptance of disability.”
“Often, we cling to ideal instead of accepting life in its diversity representations,” said Mark Zumbühl, head of communication at Pro Infirmis.
The was devised for International Day of Persons with Disabilities.
Dressed in the latest fashion trends, the models are seen on display in five store windows on Zurich’s Bahnhofstrass, one of the world’s most expensive and exclusive shopping avenues.
Earlier this year, UK department store Debenhams garnered international fashion headlines after it featured a woman who was an amputee.
This is not the first time a campaign by Pro Infirmis has received international attention for their campaigns.
In 2011, a video depicting a person suited in a brown, fuzzy bear attire in a busy public square with open arms went on to receive over 4.1 million views on YouTube. In the clip, many people stopped to embrace the person in the costume only to learn the face behind the mask—a man named Fabian—says often finds the passenger seat next to him on the public bus empty.
VIDEO: Pro Infirmis Get closer (2011)