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New Ad Removes Barriers In Our Communities


New Ad Removes Barriers In Our Communities

A new TV and magazine ad campaign from CCS Disability Action shows how simple barriers, like building design, can be major obstacles.

The cleverly designed ad shows a young man going about his business only to be thwarted by four little steps, an everyday barrier for many wheelchair users. With the aid of a young woman’s cell phone (and a bit of camera trickery) the barrier is soon overcome. A simple metaphor for how CCS Disability Action removes barriers for disabled people in their communities.

The star of the ad campaign is Red Nicholson, founder of disability blog, and he is keen to point out that it is not just physical barriers that stop disabled people from getting on with their business.

“It’s usually the things other people take for granted that disabled people have the most trouble with. Whether that’s going for a job interview, heading to town on a Saturday night, or simply having the choice of where you want to live – there are plenty of archaic perceptions around disability that you have to overcome,” says Red.

Getting back to buildings, Red highlights a recent example of bad design and attitude.

“I wanted to go to a comedy show in Auckland and was told by the venue that there was only provision for “the disabled person” and “one carer”, and that if I wanted to go with my two friends, one would have to sit in a different area of the theatre. I guess it’s assumed that disabled people don’t socialise in groups,” adds Red.

Viv Maidaborn CEO of CCS Disability Action believes that attitudes are still the biggest barrier.

“Sometimes people aren’t aware of how their behaviour affects disabled people,” says Viv Maidaborn.

A good example of this is the Mobility Parking Permit Scheme. Independent research commissioned by CCS Disability Action found that 50% of vehicles using public mobility parking spaces were doing so illegally, something that the Government was keen to act on quickly.

Recent amendments to Land Transport Rules mean people using mobility parking spaces without displaying a valid CCS Disability Action Mobility Parking Permit will face a $150 penalty, set by the Ministry of Transport.

“Blocking disabled people from getting on with their business, shopping and leisure activities is still a big problem in New Zealand, Hopefully increased fines will mean more permit holders being able to access parking spaces in their communities,” says Viv Maidaborn.


CCS Disability Action works in partnership with disabled people, their families, and whanau to ensure equality of opportunity, quality of life, and by helping to create environments of inclusion. New Zealand is made up of disabled people, their families, and whanau; CCS Disability Action aims to assist all people who face barriers on the basis of disability.

CCS Disability Action operates with a National Office and regional management structure, providing services nationally from 16 incorporated societies. We deliver regular services accessible to all people with disabilities, making us one of the largest disability support service providers in New Zealand. CCS Disability Action works closely with other disability agencies to make the best use of shared knowledge and resources, helping us to adopt best practice across the sector. CCS Disability Action also works with government to make sure that those with disabilities have the same rights to relationships, learning, work, recreation and community as everyone else.

Our foundation statement, Te Hunga Haua Mauri Mo Nga Tangata Katoa, forms the basis of our identity. It reminds us that all people have mauri, life force, and that all life force is equal. Our vision is to build a truly inclusive New Zealand; a country that embraces diversity.


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