Approximately one billion people, or 15 percent of the global population, live with some form of disability, making them the largest minority group yet often the most invisible. As the global leader in prosthetics, Ottobock is dedicated to changing this narrative by improving the representation and visibility of people with disabilities. To achieve this, we partnered with Universal Music Group and British musician Sam Ryder to create and perform an anthem dedicated to the adaptive community at the Eurovision Song Contest. This initiative sparked a global movement for disability representation.
The "I Am A Mountain" global brand campaign shares authentic, unfiltered stories of individuals who have lost mobility and courageously reclaimed their lives. By collaborating with British musician and songwriter Sam Ryder, we gave these voices an anthem and a global platform. At the Eurovision Song Contest 2023, 12 prosthetic and wheelchair users joined Sam Ryder on stage to perform "I Am A Mountain," captivating an audience of 162 million. Ottobock amplified this moment with a robust social media campaign, strategic paid search tactics, and targeted calls to action within the disability community, igniting a worldwide movement.
The performance by Sam Ryder, Queen legend Roger Taylor, and 12 prosthetic and wheelchair users was witnessed by 162 million people, marking a groundbreaking moment for the Eurovision Song Contest and making a powerful statement for the global disability community. Following this moment, our digital campaign spanned ten countries across TikTok, Meta, YouTube, and Google, as well as on channels of disability influencers. The video hit 1 million views on YouTube within a week and has now reached 2.8 million plays. Ottobock's campaign exceeded the paid media target by 250 percent, achieved a 10 percent increase in brand awareness, and generated 17 million user engagements.
