Jalostaja wanted to highlight everyday life in all its forms. To support the goal, Drama Queen created a short documentary and campaign about different obstacles and overcoming them.
After years of supporting Finnish para athletes, Jalostaja wanted to level up – make an impact and get disability-related issues truly seen and heard.
Drama Queen came up with an idea for a documentary, in which wheelchair racer and Jalostaja Para Team captain Leo-Pekka Tähti challenged entrepreneur and sailor Joel Harkimo to test what everyday life and urban environments look like from the perspective of a wheelchair user.
“I couldn’t have prepared for how many aspects of life are affected by moving around in a wheelchair. This was an eye-opening experience that will definitely influence how I view different environments,” Harkimo shared.
Drama Queen has worked with Jalostaja Lunden since 2023 and supported the company in all things related to brand development, advertising and communications.
The 9-minute documentary was created by Drama Queen Communications in collaboration with the production company Koju. Through social media and programmatic video advertising as well as press coverage, Jalostaja has reached a wide audience and raised awareness on the issue.
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