Foundation for a Better[?] Life

Do readers of this blog have opinions or, better yet, inside knowledge about the "Foundation for Better Life" advertising campaign? Their advertisements are very prominent here on the Temple University campus and perhaps the university campus near you. I've begun to wonder what does it means the academic pursuit of disability studies at Temple University when the foundation's posters are more prominent than the fliers for our disability studies events. On a recent trip to New York to attend the American Historical Association conference, I encountered even more prominent billboards paid for by the same foundation featuring Helen Keller and espousing a "just do it," overcoming disability mentality.

It is noteworthy how frequently this foundation's "inspirational" campaign feature prominent people with disabilities, particularly those who have achieved a celebrity status, such as Christopher Reeve, Paralympic sprinter Marlon Shirley and the surfer Bethany Hamilton, who lost an arm to a shark attack and has remained dedicated to the sport. Disability becomes an opportunity to encourage the viewer, whether 'normal' or 'disabled' to pick themselves up by their bootstraps.

Wheelchair Dancer has written on the "Devotion" campaign featuring father and son marathon runners Dick and Rick Hoyt, which she believes implies that "it is an act of extreme devotion [for father Dick] to push [Rick] through the marathons." It is instructive to read the viewer comments that the Foundation has received in response to this and other advertisements, including unanswered questions.

I would be interested to know how many of you have seen these posters in these commities and on your campuses, and if so, what were the themes? What were your initial thoughts - what do you see as the purpose of this campaign? Give the breadth of the campaign, I am trying to figure out why I have only seen the ones featuring celebrities with disabilties. I am also wondering if there has been any attempt by disability activities to communicate with this foundation or to contest their tactics. Your contributions and suggestions are welcome here.