Gothenburgs' Cooperative for Independent Living strives for creating the right conditions for persons with disabilities having the right to choose their way of life and the same opportunities as anyone else. The lack of accessibility for wheelchairs in city centres creates social hurdles that might go unnoticed for many of us. We hijacked Gothenburg’s public transportation operator’s voice and communication campaign by subverting their positive and including message, redesigning their award-winning folding ad so that it would reflect the perspective of persons using wheelchairs.