To mark the UN’s International Day of People with Disabilities, we supported Business Disability Forum in promoting its annual Disability Smart Awards—an initiative that recognises organisations improving the life experiences of disabled employees and consumers by removing barriers to inclusion. Timed to coincide with the opening of entries for the 2025 awards, the campaign highlighted the power of practical action over good intentions, encouraging organisations of all sizes to rethink what’s possible in disability inclusion. We emphasised this year’s theme, “Amplifying the leadership of persons with disabilities for an inclusive and sustainable future,” showcasing real examples of inclusive leadership, such as 2024 Disability Smart Leader Oliver Holbourn, CEO of NatWest RBSI. Through strategic broadcast interviews, we raised awareness of Business Disability Forum’s mission, inspired other businesses to act, and positioned the Forum as the UK’s leading membership body for disability inclusion