The Invisible Class: Ottobock sheds light on hidden barriers 1.3 billion travelers face worldwide

Through this campaign, Ottobock aims to raise awareness of the barriers that people with disabilities encounter when traveling and how we can come together to make travel accessible for all, not just some.

AUSTIN, Texas, Sept. 3, 2025 /PRNewswire/ -- Traveling is more personalized and convenient than ever before. However, 84 percent of people with reduced mobility in Europe said that they have experienced difficulties while traveling at some point [I]. This could be during their daily commute, a short weekend trip or a highly anticipated holiday. In the United States, the figure is as high as 96 percent [II]. The medical technology company Ottobock is drawing attention to this problem with its global "Invisible Class" campaign.

"This concept refers to what is effectively a travel class 'booked' by 1.3 billion people with disabilities [III], whether they want to or not, which makes traveling more difficult for them. This can take the form of lost or damaged wheelchairs at airports, inaccessible transport and lodging, and more incomprehensible issues. On top of that, they face the uncertainty and lack of awareness among employees and fellow travelers who often do not know how to help or react appropriately," explains Martin Böhm, Chief Experience Officer at Ottobock. "With the 'Invisible Class' campaign, we are continuing to tell the story of the media-effective 'Unofficial Discipline'. By using our global reach to create a platform for social discourse, we are encouraging people to rethink structural barriers."

Real stories as a wake-up call
Ottobock created the "Invisible Class" campaign in collaboration with the creative agency PRESENCE. In Berlin alone, 84 WallDecaux advertising screens at railway stations, as well as more than 4,000 posters distributed throughout the city, aim to draw attention to the campaign. Images with slogans such as "From: Wanderlust – To: Wanderlost" or "From: All inclusive – To: You're excluded" and a QR code encourage people to learn more about the Invisible Class. In Austin, Texas, and Toronto, Ontario, Ottobock North America joined the efforts with out-of-home advertising in the Austin-Bergstrom International Airport and thousands of posters near areas of transit in Toronto.

The campaign is also running online in over 15 countries on Google, Instagram, Facebook and TikTok. Using #InvisibleClass, 50 global Ottobock brand ambassadors and influencers share their personal experiences of overcoming challenges, provide travel tips and encourage people to share their ideas on social media channels. Ottobock made the content available on its website ottobock.com, with a particular highlight being a user-curated Google Maps list showing places of interest, accommodation and services with barrier-free access. This feature offers real added value to other people with disabilities, helping them plan their trips more effectively in the future.

The voices behind the campaign
Martin Böhm explained: "With Invisible Class, we aim to demonstrate that mobility can be experienced in many ways and highlight the importance of recognizing barriers to break them down. By raising awareness with our users worldwide, we are encouraging change together to create a more barrier-free future."

Three of these ambassadors are at the heart of the "Invisible Class" campaign film:

• Ayleen Walter (Germany) has been paralyzed from the waist down due to a chronic spinal disease. As a model and spokesperson, she campaigns for greater visibility and the empowerment of people with disabilities.
  "In the past, traveling was often a spontaneous affair for me —I would just decide where to go on the spot. Nowadays, traveling involves meticulous planning. However, it's not impossible —with enough preparation, courage and the confidence that you will always find a solution, it's entirely possible."
  (Instagram 22,000 followers)
• Davide Morana (Italy) is a Paralympian and the 2022 Italian champion in the 100-metre and 200-metre sprints. He had to have both his legs and arms amputated at the age of 24 due to meningitis.
  "Going through airport security with a prosthesis can feel like being treated as a security risk rather than a traveler. You get used to the extra checks, but it still feels uncomfortable being stared at or singled out."
  (Instagram 422,000 followers)
• Zainab Al-Eqabi (United Arab Emirates) lost her left leg when she was seven years old due to injuries sustained in a bomb blast. She is now an advocate for the rights of people with disabilities, working as a TV presenter, influencer and model.
  "The first time I ever faced a security checkpoint that forced me to take off my prosthesis, I cried a lot. My prosthesis is my leg. It's a part of me. It felt like being stripped of something precious and watching part of my body go in the scanner in front of all the other passengers."
  (Instagram 1.7 million followers)

North American ambassadors and creators
Ottobock North America has its own group of people to help tell the story of the Invisible Class:

• Ezra Frech: A two-time gold medal Paralympian and global Ottobock ambassador, unilateral above-knee amputee
• Lindi Marcusen: A Paralympic track star and ambassador for Ottobock North America, unilateral above-knee amputee
• Cam Ayala: Lymphedema advocate, former reality TV star, unilateral above-knee amputee
• Desiree Jaykins: Ottobock C-Brace user sharing her journey with her service dog
• Jeff Waldmuller: Ottobock employee, professional athlete, mobility coach, below-knee amputee
• Daniel Silva: One of the first Ottobock X4 users, active community member

In addition to content from these five creators, Ottobock North America is hosting a virtual panel discussion with members of TSA alongside members of the disability community that face challenges while traveling. Featuring Ottobock's Manager of Consumer Engagement, Aaron Holm and Supriya Raman, Acting Deputy Director of TSA's Traveler Engagement Division, this will cover tips and tricks, resources, rights, and more on how people with disabilities can navigate travel.

By amplifying the lived experiences of people with disabilities and sparking conversation around the barriers they face, the Invisible Class campaign calls on all of us—travelers, service providers, and policymakers alike—to recognize that accessibility is not a privilege, but a right. Together, we can transform travel into an inclusive experience in which no one is left behind.

Campaign Highlights:

• Main website
• Hero video
• Ottobock North America on Instagram
• Ottobock Global TikTok

Sources:

I.      2025 Portrait of European Travellers with Mobility & Accessibility Needs
II.     2022 Portrait of Travelers with Disabilities: Mobility & Accessibility
III.    Disability (who.int)

About Ottobock
The global medtech champion Ottobock combines over 100 years of tradition with outstanding innovation in the fields of prosthetics, neuro-orthotics and exoskeletons. Ottobock develops innovative fitting solutions for people with limited mobility and drives the digitalisation of the industry. Founded in Berlin in 1919, the company with around 9,100 employees is active in more than 140 countries today. It operates the largest patient care network with around 380 locations worldwide. With a strong R&D quota in the products and components business and more than 2,500 patent applications and submissions, Ottobock is shaping the human bionics landscape of the future. The mission of improving people's freedom of movement, quality of life and independence is deeply rooted in the company's DNA – as is its social commitment: Ottobock has been a partner and supporter of the Paralympic Games since 1988.

SOURCE Ottobock