Jalostaja wanted to highlight everyday life in all it’s 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 wide audience and raised awareness on the issue.
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