Over 100,000 people with disabilities are currently excluded from the Norwegian workforce. Ahead of the 2025 general election, FFO set out to put inclusion higher on the political agenda — and ensure more people with disabilities are seen, included, and hired.

Based on the insight not everyone can do every job, but everyone can do something, we launched Funksjonsansatt — a new term and platform that flips the narrative from disability to capability. Introduced at Arendalsuka with a national debate, the campaign rolled out through film, opinion pieces, and targeted SoMe. It invited politicians and employers to rethink hiring — while giving people with disabilities a voice to share their stories.

The result: A national conversation, 380,000+ organic views on a 50-second film — with likes, shares, and engagement numbers to match. And a new word that’s already changing how Norway talks about inclusion.