Dubai Airports has launched a powerful accessibility campaign titled “We All Meet the World Differently” to change how people think about accessibility – from a compliance requirement to a mindset rooted in empathy and inclusion.
Bringing Dubai Airports’ accessibility journey to life, the campaign highlighted that when travel works better for People of Determination, it works better for everyone.
Co-created with People of Determination, the campaign was grounded in real stories and lived experiences, and centred around three clear objectives, including raising awareness of the accessibility services available at DXB; shifting perceptions of accessibility from infrastructure to human connection; and positioning Dubai Airports as a leader redefining what inclusive travel looks like globally.
The campaign line was first created in 2023 by Freedm and initially launched on a smaller scale across Dubai International (DXB) screens. In 2025, Dubai Airports expanded it into a second phase on a much larger scale, conceptualised and delivered in partnership with The Mojo Group,
In conversation with Campaign Middle East, Michelle Lee, VP Brand and Communications, Dubai Airports, said, “Alongside our Strategic Accessibility Advisors, we worked closely with the Mojo team to ensure authenticity at every stage – from concept to rollout. The campaign reflects our understanding that building the infrastructure is the easy part. Ensuring people’s dignity is what truly matters.”
Lee added, “Accessibility is central to our long-term vision to make Dubai International (DXB) and Dubai World Central – Al Maktoum International (DWC) the most accessible airports in the world by 2035, a goal that embeds inclusion into every aspect of our guest experience, operations and culture.”
Rollout of the Dubai Airports accessibility campaign
The campaign was launched across DXB airport screens, reaching millions of travellers, and was amplified through social media, paid media, influencer collaborations, and earned media.
“We used channels that could create visibility, spark understanding and reach a wider audience. The campaign was activated on DXB’s digital screens and airport touchpoints, ensuring visibility at key moments along the traveller journey. This on-ground presence was amplified through social and digital media, bringing the campaign’s message to life with real stories of People of Determination, their travel experiences and daily interactions,” Lee explained.
As part of the campaign, Dubai Airports also engaged directly with People of Determination community groups to share updates on accessibility services, and activated the initiative internally through toolkits shared with its oneDXB community partners, including Emirates, flydubai, dnata, Dubai Duty Free, Dubai Police, GDRFA, and Dubai Customs, and on employee channels.
Lee said, “Ahead of launching the campaign, we enlisted Paralympian Jessica Smith, disability rights expert Fatma Al Jassim, and the advocacy foundation, Team Angel Wolf as advisors to leverage their expertise and advocacy to help Dubai Airports identify gaps, challenge assumptions, and co-create meaningful solutions for accessible travel.”
The campaign’s featured advocates also included Dubai-based mother Yasmin Carey with her son Ellis, who is on the autism spectrum; Layth Kamal, who lives with autism and ADHD; Mohammed Alghafli, an advocate for the visually impaired; and Ahmed Butti, a representative of the deaf community.
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Lee added, “We worked closely with these strategic advisors to ensure that every message, image, and channel authentically represented the experiences of People of Determination and reflected best practices in inclusive communication. Their input shaped both the creative direction and the rollout approach. Their lived experience shaped the campaign’s message and ensured it was told with them, not about them.”
The advisors will continue to leverage their expertise and advocacy to help Dubai Airports further strengthen accessibility initiatives and sustain progress in inclusive travel.
The campaign was also showcased at the AccessAbilities Expo, reinforcing Dubai Airports’ commitment to accessible travel leadership in the UAE.
“Every touchpoint, from digital media to human interactions, was crafted to evoke empathy, inspire understanding, and turn awareness into shared commitment to inclusion,” Lee said.
This first phase of the campaign focuses on the UAE, with international visibility through our People of Determination advocates and global earned media.
The success of the campaign is being defined by awareness, engagement, and behavioural change, reflecting both external impact and internal culture.
“We’re tracking visits to our ‘We All Meet the World Differently’ information hub, engagement across social and digital platforms, media coverage, the uptake of accessibility services such as the Hidden Disabilities Sunflower Lanyard, and direct feedback from travellers using our Assisted Guest Services,” Lee said.
She concluded, “Internally, we’ll measure how our people and partners think, act and communicate with inclusion in mind, supported by ongoing awareness sessions, training and employee engagement that reinforce inclusive behaviours across the airport community.”
