Scroll EBay under the search term, “wheelchair,” and every couple of weeks you’ll see someone trying to auctioning off the back of his or her wheelchair as advertising signage, where for very little money, a marketing marvel will roll around with your business’ slogan on the backrest of his or her wheelchair. Brilliant – as brilliant as the guys who auction off their foreheads, or the women who auction off their cleavage.
Or, is it?
There’s a difference between auctioning one’s wheelchair, and auctioning one’s forehead or cleavage for advertising. If auctioning one’s forehead ties into a Howard Stern stupid stunt, and auctioning one’s cleavage ties into our culture’s adage that sex sells, where does using auctioning one’s wheelchair as advertising land as an object of entertaining value in pop-marketing?
It doesn’t. What auctioning off one’s wheelchair as signage does tie into is historical need, where those with disabilities have been portraits of charitable empathy, not empowered earners. In this way, auctioning one’s wheelchair as signage is a step backward, conjuring images of times past, eras where wheelchairs, signboards, tin cans, and street corners were acceptable means for those with disabilities to use in raising money via panhandling.
In fact, the view of auctioning off the back of one’s wheelchair as a cry for charity isn’t lost on the mainstream, as the media wrote about a recent auction, “He is looking for a sponsor for his wheelchair. Finding a sponsor would mean a great deal, as it would help him to finally be rid of SSI.”
I certainly can’t know why any one individual tries to auction off one’s wheelchair as signage – maybe it is charitable need, a stupid stunt, or good ol’ greed, all without an understanding of the harmful portrait of disability that it paints. Nevertheless, whatever the reason, I say keep the sign, but change the message and venue. I say that such wheelchair-draped signs should be printed in bold with one’s education, skills, and work history – one’s resume’ – where one pounds the pavement as a rolling endorsement of employment for oneself and others with disabilities, advertising strengths, not portraying weakness.
Then again, don’t settle for just a sign on the back of your wheelchair – make your entire life a rolling billboard of your education, employment, and empowerment, where the only backer that you need to succeed in life is yourself.