GCash puts disability front and centre in Paralympics campaign

GCash has done something that most brands still shy away from—they’ve put disability inclusion at the forefront of their latest campaign. Nearly 650 million people in Asia-Pacific live with a disability, making up one in every six individuals, yet this vast community remains astonishingly invisible in mainstream media. Flip through a magazine, watch TV, or scroll through social media, and the absence of disabled faces is glaring. But right in the midst of the ongoing Paris Paralympics, GCash’s campaign refuses to let these stories go unheard.

Adeline "Adz" Dumapong, the Philippines’ first Paralympic medalist, is a woman whose story shatters this silence. Dumapong isn’t just a symbol of resilience; she’s a testament to the fierce, unrelenting spirit that defines true champions.

Ad Nut appreciates that this campaign isn’t a sanitised, feel-good narrative. Instead, it confronts the raw, unvarnished reality of what it takes to break barriers in a world that too often looks the other way.

Dumapong’s journey is one of struggle and triumph, from overcoming financial obstacles to competing on the world stage and securing a bronze medal at the 2000 Paralympics. GCash goes beyond celebrating her athletic achievements to highlight her bigger mission—advocating for the rights of people with disabilities, particularly women, through her work with the Filipino non-profit WOWLeap (Women with Disabilities Leap to Social and Economic Progress).

Dumapong’s realisation is a thunderclap: “The world is bigger than sports.” It’s a world where people with disabilities face systemic exclusion, where their needs and stories are too often ignored.

“Adz is a true inspiration. Her story is a powerful reminder of the potential in every individual, regardless of their abilities. We hope this film sparks a conversation about the need for inclusion and progress for all, especially the greater support needed for the community of persons with disabilities,” says Neil Trinidad, chief marketing officer of GCash.

GCash is signing a memorandum of understanding with the National Council for Disability Affairs to promote an inclusive workspace. It has also partnered with women-led organisation WOWLeap in support of its programmes. 

Winsley Bangit, GCash’s group head of new businesses and wealth management, adds: “Adz's story embodies our mission of financial inclusion and is just the beginning. We are committed to working closely with the PWD sector to provide financial education and support, ensuring that everyone has equal opportunities to thrive”

The film is poignant, and the effort is worthy of applause. But Ad Nut has to ask: Why are these stories still so rare? In a region where one in six individuals lives with a disability, why are their lives so absent from the advertising landscape? The truth is as uncomfortable as it is undeniable—it's easier for brands to ignore these stories than to confront the realities they reveal.
Ad Nut is heartened by this support for persons with disabilities but wonders what happens when the Games end. Is it, as always, a return to a world where disability is an afterthought, if it’s thought of at all?

Here’s the hard truth: Disability inclusion in advertising shouldn’t be a fleeting moment, dusted off for special occasions like the ongoing Paralympics. It must be a constant, a non-negotiable. Because the lives of people with disabilities don’t pause when the Games are over. Their struggles, their victories, their stories persist—whether humans choose to see them or not.

So, Ad Nut urges brands to amplify these voices all year round—not just when it’s convenient. Disability inclusion should be a permanent fixture in the world of advertising. Because everyone deserves to be seen. Everyone deserves to be heard. And everyone deserves to be celebrated—not just once every four years, but every single day. And if the industry’s commitment doesn’t extend beyond the closing ceremonies, then perhaps it’s time to rethink who’s really winning the game.
 

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.