26% of the of the population has a disability. Yet 100% of our tools are designed for able-bodied “doers”. In tandem with International Day of Persons with Disabilities on December 3rd, Home Depot will launch an “Adaptive Tools” section in-stores, featuring products from disability-owned companies.

In store:

Adaptive tools will be strategically placed waist down to make them as accessible as possible for “doers” of every kind, featuring brands such as Active Hands for grip aid, Radius Garden, adaptive gardening tools and The Wright Stuff with a wide selection of different tools.

Print:

OOH:

Social:

We’ll roll out DIY videos on YouTube, TikTok, and Instagram pages. These how-tos will be led by Home Depot employees and representatives with disabilities.

Activation:

Let’s welcome individuals with disabilities and show them that they do belong. In the new section of our stores, our employees with disabilities will hold seminars to demonstrate how to use the adaptive tools for projects.

Merch:

Art director Mila Ugryn, copywriter Sarah Solovy