First Lady Olena Zelenska has announced the launch of the national social change campaign “When You Can, “aimed at raising awareness about six key dimensions of accessibility.
She presented the campaign and the flagship projects of various ministries during the rollout of the National Strategy for a Barrier-Free Space in Ukraine through 2030, Ukrinform reports.
“Barrier-free means when you can. This is the core message of the campaign launching today. It seeks to explain six key areas of accessibility: physical, informational, digital, civic and social, educational, and economic,” Zelenska said.
She recalled that Ukraine is implementing a national strategy for accessibility, with each ministry responsible for its own flagship projects and commitments. In her speech, Zelenska focused in particular on communication barriers.
“Recently, we met with media representatives to discuss the persistent use of inappropriate, harmful terminology in Ukrainian media. In 47% of cases, such language still appears in headlines and texts — terms like ‘invalid,’ ‘blind,’ or ‘autistic’,” she said.
She stressed that the term “invalid” was officially removed from Ukrainian legislation back in 2018.
“So how do we speak properly? The key principle — and really the only one — is this: the person comes first, then their experience. For example, a person with a disability, and only in that form. A condition or diagnosis should never overshadow a person’s identity. Why does this matter? Because words have power — they can cause real harm,” Zelenska said.
She also stressed that all six areas of accessibility are equally important: physical, digital, civic and social, educational, and economic.
“You only begin to notice some things when you experience them firsthand. I realized how unfriendly our cities are to parents with young children when mine were little — every outing with a stroller had to be planned in minute detail. Or when I had to use crutches after an injury — getting into a taxi became a problem, escalators were frightening, and bad weather meant it was safer not to leave the house at all,” she said.
Zelenska stressed that everyone has the right to live in dignity and must take part in building an inclusive society.
“Don’t wait for change — create it, initiate it. Often, it’s you who knows best what’s needed,” she said.
On December 21, 2024, the Cabinet of Ministers approved a resolution on communication support for the implementation of the National Strategy for a Barrier-Free Space in Ukraine through 2030. The strategy promotes understanding of six types of accessibility: physical, informational, digital, social, educational, and economic.
Source: Six dimensions of accessibility: Zelenska launches 'When You Can' campaign
