Shortlisted in the Print category, this speculative piece was created for the IAPI Young Lions competition in response to a brief for Spinal Injuries Ireland. The challenge was to promote their A Day in My Wheels initiative by encouraging empathy for wheelchair users through disruption.

Our concept was an upside‑down, copy‑led newspaper ad that forced readers to physically turn the page to read it — an inconvenient action designed to interrupt their everyday routine. This simple disruption mirrored the often‑overlooked small inconveniences that wheelchair users face daily, making the message immediate, relatable, and impossible to ignore