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BECO, a new social enterprise that creates environmentally-conscious toiletries, has debuted a campaign that avoids the typical worthy or overblown disability tropes in advertising.

Launching in The Guardian on 21 December, the ads spell out the brand’s environmentally friendly credentials while communicating how most of its employees are visually impaired, disabled or disadvantaged. The tongue-in-cheek tone is a step away from overly earnest portrayals of people with disabilities, in an attempt to talk about them in a more level-headed and honest way. The work was created by Tom Gong and Dan Kenny at TBWA\London.