People with disabilities are usually perceived as having the common experience of being less able. This is perhaps the only reason why such diverse people are all lumped together into one group called the disabled. For example what does a blind person have in common with a wheelchair user?

In mid 2009, disabled marketing expert Max Burt embarked on a project travelling the length of Britain on a three-wheeled reclining cycle. That journey was not designed to be a fundraising exercise, but rather a publicity campaign to change perceptions: a campaign to highlight both the diversity in disability, and the positive common experience of the ability to overcome obstacles - diversability (a new word).

Max will repeat his campaign in the summer of 2010 - making this journey again, with more impact, and cementing this important message in the nation’s consciousness.

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