Release date: 04/07/2022

A South Australian Government disability inclusion campaign asks the community to see the person before the disability.

The ‘See Me for Me’ campaign reminds the community that we all have diverse tastes and opinions regardless of our physical abilities and other attributes.

‘See me for Me’ aims to shift the narrative of what it truly means to live with disability. It celebrates the unexpected qualities, abilities and preferences of a diverse range of people with disability who live full and rich lives – not defined by disability.

Human Services Minister Nat Cook said the campaign uses humour to challenge our unconscious bias and helps us rethink what’s possible.

Some of the lines from the campaign include:

  • "I can't change who I am." - Annette, motorsport fanatic
  • "I'm tired of feeling judged." - Charles, Nickelback's number one fan
  • "I don't care what anyone thinks." - Michael, likes pineapple on pizza

The campaign asks: Would you expect a person with vision impairment to be … a rev-head motor sport fanatic? A wheelchair user to be most embarrassed about … their taste in music? Or a person with down syndrome to shock his friends by … wearing crocs with socks?

The campaign demonstrates that disability is a natural and ordinary part of human diversity and people with disability live full lives with interests, desires, and dreams – just like anyone living without disability.

Leading South Australian disability advocacy organisation JFA Purple Orange were consulted and real South Australians living with disability provided input at all stages of the campaign’s development to ensure it clearly reflects what it means to live with disability.

The $125,000 ‘See Me for Me’ campaign will run on South Australian radio, television and outdoor advertising as well as online through Facebook, Instagram and YouTube from 30 June through to 13 August 2022.

Visit to view the campaign videos and download resources. The campaign forms part of the South Australian Government’s broader State Disability Inclusion Plan.

More information about the State Disability Inclusion Plan is available at


Attributable to Nat Cook

‘See Me for Me’ asks the community to see disability differently and understand that disability is just another form of normal human diversity – not something to be stigmatised.

The whole community has a role to play in improving access and inclusion, and it starts with challenging and changing ableist attitudes.

We want to normalise access and inclusion in our communities – whether it be at home, school, sport or work – so it’s not just encouraged, it’s expected.