“Barrier-Free Means When You Can”, an all-Ukrainian social change campaign, has been launched

Ukraine has launched the nationwide social change campaign “Barrier-Free Means When You Can”, aimed at promoting the principles of accessibility and engaging people in building a barrier-free Ukraine.

The campaign is being implemented within the framework of the National Strategy for Creating a Barrier-Free Space in Ukraine and in cooperation with flagship projects of the Ministry of Culture and Strategic Communication, the Ministry of Health, the Ministry of Social Policy, the Ministry of Youth and Sports, the Ministry for Veterans Affairs, the Ministry of Internal Affairs, the Ministry of Defence, the Ministry of Economy, the Ministry for Development of Communities and Territories, the Ministry of Education and Science, and the Ministry of Digital Transformation of Ukraine. This initiative is supported by UNICEF as part of the “Without Barriers” programme initiated by the First Lady of Ukraine, Olena Zelenska.

“Barrier-free is not about limitations – it’s about equality and dignity for everyone. For people with disabilities and without, for the eldest and the youngest, for babies in strollers and their parents, for those full of energy and those not feeling their best physically or mentally, because we all feel that way at some point in life. Accessibility doesn’t divide. It unites us all,” emphasized the First Lady of Ukraine, Olena Zelenska. 

According to a 2024 national survey conducted by the Centre for Social Change and Behavioural Economics with the support of UNICEF, 87% of Ukrainians regard accessibility as a key social value. At the same time, the concept of accessibility still requires a more profound understanding, as 26% of respondents admitted they do not fully comprehend the term.

“Building a barrier-free society where every child and every family has the opportunity to realize their full potential is an investment in Ukraine’s present and future. We are proud to support the Government of Ukraine on this path. This campaign sends a clear message: accessibility is about opportunity for every person. The campaign’s goal is to unite government bodies, business, civil society, and the media around a shared vision—where everyone can do anything,” said Munir Mammadzade, UNICEF Representative to Ukraine.

The campaign’s first phase was launched with the video manifesto “When You Can,” aimed at explaining six key aspects of accessibility: physical, informational, digital, civic and social, educational, and economic.

The second phase of the campaign will engage citizens in creating accessible environments within their communities, ensuring that everyone—regardless of age, gender, social status, place of residence, or any other characteristic—enjoys equal access to full participation in society.

As part of the National Strategy for Creating a Barrier-Free Space in Ukraine, ministries are implementing flagship initiatives that transform approaches to services, infrastructure, transport, education, employment, culture, sports, and rehabilitation. These efforts represent strategic steps toward making accessibility the norm—in policy-making, communities, and everyday life.

“Barrier-Free approach in the defense sector is about care, dignity, and rehabilitation.  We have developed the “Wounded Warrior Package,” created adaptive clothing and uniforms for women, and are working on establishing decompression centers. We are building a comprehensive support system for everyone,” stated Lieutenant General Yevhen Moisiuk, Deputy Minister of Defence of Ukraine.

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The campaign is being implemented as part of the National Strategy for Creating a Barrier-Free Space in Ukraine and the First Lady’s “Without Barriers” initiative, with financial support from the German Federal Ministry for Economic Cooperation and Development (BMZ) through the state-owned KfW Development Bank.

Learn more about the Ukrainian ministries’ flagship projects under the National Strategy. 

To participate in barrier-free accessibility communications, please feel free to use the campaign’s visual and conceptual guide along with its visual materials.