Children with disabilities engage less in social and sporting activities compared to their peers.

A lot of these children shy away from people, are embarrassed to be with their peers, and do not participate in activities like sports because of physical challenges and related psychological issues.

However, this needs to change and everyone can make this change happen with a few small but positive steps.

What we need is more inclusive practices in sports grounds, and educational institutions and character development by parents to make our spaces open for all children.

There needs to be education and awareness on restructuring mindsets, cultures, policies and practices in our homes, neighbourhoods and schools so that we respond to the diversity of children in our society.

A recent campaign by Blue Band Margarine which comes with the hashtag of #achaibarhanaydo, is trying to show how we can all adopt this change and provide differently abled children an equal, open and participative space.

The campaign tries to pave way for a much-needed social change, inviting discussion on the topic of inclusion of physically challenged children, and also very meaningfully, presenting a solution to how we can all become a part of it.

The ad depicts a group of young boys, including a physically challenged child. These children are shown to be friends and are seen in a game of throw-ball with the game fair for everyone to enjoy.

The ad is also inviting parents to remove barriers to participation for children who feel left out as they are unable to play or join sports and other social activities due to physical or mental challenges. The ad is also an attempt to empower kids who shy away from social interaction because they grow up with the perception of not being 'good enough'.

Messages like this, especially directed towards the upcoming generation, are exactly what we need to build a society where every individual has equal rights and equal opportunities to define their future and also to contribute their best to help build the country.

There is a need to acknowledge that all children can participate in social activities and enjoy them, with everyone respecting their individual differences.

Being a multi-national company, Unilever spends billions on annual basis on shaping perceptions and is using its power in a positive and responsible manner. Unilever is globally committed to developing purpose-driven campaigns. Be it challeging traditional gender stereotypical roles by bringing men in the kitchen or celebrating the beauty of all women, Unilever’s campaigns hit all the right spots with beautifully incorporated social messages.

With its latest campaign for Blue Band Margarine #achaibarhanaydo, Unilever has yet again brought a positive contribution to Pakistan’s advertising industry.

This content is a paid advertisement by Unilever and is not associated with or necessarily reflective of the views of Dawn.com and its editorial staff.