For MakeWayDay, we reimagined disability advocacy through grassroots creativity — with zero budget. Instead of rolling out another tear-jerking awareness film, we handed the camera to those who face the barriers — and let them tell the story themselves. The result: a nationwide wave of user-generated content that made headlines, reached the Irish Senate, and reframed the narrative around disability from passive victimhood to active advocacy. In under 48 hours, the campaign gathered enough public signatures to establish a national awareness day — now held every September across Ireland.