Þrátt Fyrir

The project Þrátt fyrir (e. Despite) is about the stereotypical portrayal of people with disabilities in the Icelandic community and the manifestation of which in the advertising industy. Privileged able-bodied people have to change their behavioural patterns to make room for diversity, as there are very few people with disabilites in Icelandic commercials. It is an urgent matter that ad agencies and the society as a whole take part in making multifacetedness the norm, not the exception. People with disabilites should not have to adapt to the environment – the environment should be created with diversity in mind.

Þrátt fyrir
is a study and experiment in to how this is possible.
Photography by Saga Sig.