Rolling Without Limits

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Target Ad Features Young Boy in Wheelchair
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Target Ad Features Young Boy in Wheelchair

Today, representation is a huge issue in the advertising world. Differences are celebrated in all ways now and it’s only fitting that it transfers over into the ads we see everyday. The mass chain-retailer, Target, is a huge supporter in this new movement for equal representation. 

Previously featuring all types of people on their website, including models in wheelchairs, they made the news this week after a young boy’s excitement was captured upon seeing a store display featuring a boy that looked just like himself. That boy was in a wheelchair. 

Ollie’s mom snapped the photo of her son staring up at the Target ad, which has since gone viral. According to her Facebook, “He just stared at it in awe! He recognized another boy like him, smiling and laughing on display at Target. Oliver sees kids every day, but he never gets to see kids like him.”

Ollie was born with a rare birth defect called Caudal Regression Syndrome, which limits the development of the lower body. So many people were affected by the picture of Ollie that it has been shared over 30,000 times. The picture has become so popular, that it ended up getting back to the boy in the ad, Colton Robinson. 

Colton, a 10-year old with Spina Bifida, was very touched by the photo of Ollie. He said, “When I saw it, I felt happy inside, because I never see that kind of thing with other people in a wheelchair.”

Birth defects or birth injuries aren’t the only reason people are in wheelchairs. Catastrophic injuries such as a serious slip and fall accident or pedestrian accidents can leave people learning how to navigate life in a wheelchair. Representation of people with not only different skin colors or body types, but those with disabilities, is crucial into spreading awareness and acceptance of those in wheelchairs. 

This ad from Target and the touching photo that resulted from it is a nice reminder that regardless of how we look, we can all be moved by a seemingly small act. 

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