V&A: Design and Disability Exhibition Campaign

How do you launch an exhibition about disability in a way that truly reflects the community it’s designed to celebrate?

When the V&A prepared to launch its landmark Design and Disability exhibition, the campaign needed to do more than drive awareness. It needed to embody the same principles of accessibility, inclusion and representation that sat at the heart of the exhibition itself.

The Challenge: 

The V&A Design and Disability exhibition explores the relationship between disability, design and culture. To promote the exhibition authentically, every element of the campaign needed to be inclusive by design, ensuring disabled voices were represented throughout the audience journey.

What We Did:

Working alongside disabled creatives and creators, we developed more than 70 assets spanning out-of-home, influencer marketing, paid social, press and onsite experiences.

The campaign included high-impact London Underground placements and a V&A signage takeover, creating visibility at key travel and arrival points. We partnered with six disabled creators across two campaign bursts, each sharing the exhibition through their own lived experience and creative perspective.

Organic creator content was amplified through a two-phase paid social strategy, with the first burst focused on awareness and the second optimised for traffic using learnings from the initial campaign activity.

Why It Worked:

By placing disabled creators and authentic storytelling at the centre of the campaign, we ensured the work resonated with audiences in meaningful ways. Every touchpoint was designed to feel relevant and accessible, helping to build momentum throughout the campaign rather than simply adding to the noise.

The result was an inclusive marketing campaign that connected with communities, amplified disabled voices and helped extend the conversation around the Design and Disability exhibition beyond the museum walls.