CoorDown’s “No Decision Without Us” campaign centers on the critical proposition that true inclusion of people with disabilities requires their direct participation in decision-making processes that affect their lives. The campaign asserts that inclusion cannot be achieved through token gestures or selective opportunities but demands systemic change—placing people with disabilities at the core of social, civic, and personal decisions. By highlighting the widespread exclusion faced by at least one billion people globally with disabilities, CoorDown positions itself as an advocate for agency and representation, seeking to shift societal norms toward collaborative world-building where all voices are heard.
Strategically, the campaign leverages a combination of documentary and social experiment storytelling to reveal everyday instances where people with disabilities are denied a seat at the table—from family decisions to urban planning and legislative discussions. The creative angle uses relatable, concrete scenarios to evoke empathy and illustrate the pervasive nature of exclusion. By framing these situations through the lived experiences of individuals with diverse disabilities, the campaign moves beyond abstract rights language to underscore the tangible implications of exclusion. The use of an original song and varied social media amplification across platforms like TikTok and Instagram broadens reach to both disability communities and the wider public during the global moment of World Down Syndrome Day. This culturally relevant timing, paired with the rallying call “No decision about us, without us,” amplifies urgency and invites collective engagement. The insight driving the campaign is that inclusion will only be meaningful when those affected shape the decisions, disrupting entrenched power dynamics and prompting audiences to reconsider who belongs in decision-making spaces.
FORMAT#2 SHOW THE PROBLEM — Highlights a relatable problem, then shows the product as the solution.
This campaign fits Format #2 because it explicitly presents the barrier faced by people with disabilities—being excluded from key decision-making processes—through a series of everyday and systemic scenarios (parents picking a dress, train station design, legal and educational decisions). In each vignette, the exclusion itself is directly demonstrated, making the lack of agency the clear, relatable problem. The campaign’s rallying cry and song, "No Decision Without Us," assert and dramatize the demanded solution: inclusion and participation. The narrative structure is less about personal stories being resolved than about dynamically staging the problem and calling for change in a collective, solution-oriented way, fitting the Show The Problem format rather than an Exemplary Story, symbolism, or testimonial style.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Mencap – Market Positioning
Mencap positions itself as the leading UK charity focused exclusively on supporting people with learning disabilities and their families. It differentiates by providing comprehensive advocacy, campaigning for policy change, and delivering personalized support services, emphasizing empowerment and inclusion in everyday life.
2. Scope – Market Positioning
Scope is recognized for its broad approach to disability equality, championing rights across all types of disabilities. It strategically combines practical support, public awareness campaigns, and legal advocacy to create a society where disabled people have equal opportunities.
3. Leonard Cheshire – Market Positioning
Leonard Cheshire emphasizes sustainable independence and inclusive communities for disabled people through tailored support services and innovative disability inclusion programs worldwide. Their strategic angle integrates personal empowerment with large-scale social inclusion initiatives.
4. Disability Rights UK – Market Positioning
Disability Rights UK uniquely serves as both a membership organization and a campaigning body focused on systemic change to advance disability rights. Its positioning centers on policy influence, legal advice, and amplifying disabled peoples’ voices at governmental and societal decision-making levels.
5. RNIB (Royal National Institute of Blind People) – Market Positioning
RNIB specializes in supporting blind and partially sighted people, combining practical accessibility services with awareness campaigns focused on visual impairment. Their strategic focus lies in transforming environments and policies to foster greater independence and inclusion for those with sight loss.
Q: What is No Decision Without Us about?
A: No Decision Without Us is a 2025 international awareness campaign created by CoorDown and the agency SMALL, launched in the United Kingdom to coincide with World Down Syndrome Day. The campaign centers on the demand for people with disabilities to be included in all decision-making processes that affect their lives, whether personal, social, or civic. Through a film and integrated media approach, it dramatizes everyday scenarios where disabled voices are excluded, using relatable stories and an original song to highlight the urgent need for systemic change in how society includes and empowers people with disabilities.
Q: What creative device does No Decision Without Us use?
A: No Decision Without Us employs the Show The Problem format, as classified by Clapboard’s 12-format taxonomy. This creative technique explicitly presents the barrier faced by people with disabilities—being excluded from key decision-making processes—by staging a series of everyday and systemic scenarios where agency is denied. The campaign then asserts the solution through its rallying cry and original song, demanding inclusion and participation. Rather than resolving individual stories, the narrative collectively stages the problem and calls for systemic change, making the lack of agency the clear, relatable issue at the campaign’s core.
Q: What is the campaign proposition for No Decision Without Us?
A: The campaign proposition for No Decision Without Us is that true inclusion of people with disabilities requires their direct participation in the decisions that shape their lives. CoorDown positions itself as an advocate for agency and representation, challenging token gestures and selective opportunities in favor of systemic change. By highlighting the exclusion experienced by at least one billion people globally, the campaign seeks to shift societal norms and prompt audiences to reconsider who belongs in decision-making spaces, making the case that meaningful inclusion is only possible when those affected are at the center of the conversation.
Q: How does No Decision Without Us rank in Clapboard's archive?
A: In Clapboard’s global ad archive, No Decision Without Us holds a Clapboard Campaign Score of 73/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial authority.
Q: Who are the competitors in CoorDown's category?
A: In the public service and disability advocacy sector, CoorDown competes with organizations such as Mencap, which leads in supporting people with learning disabilities through advocacy and personalized services; Scope, known for championing disability equality across all types and combining support with legal advocacy; Leonard Cheshire, which emphasizes sustainable independence and inclusive communities through global programs; Disability Rights UK, focused on systemic policy change and amplifying disabled voices at governmental levels; and RNIB, which specializes in supporting blind and partially sighted people through accessibility services and awareness campaigns.
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