The Christopher and Dana Reeve Foundation is receiving a pro bono makeover to show the public why research on spinal-cord injuries is important, reports The New York Times.

The campaign is being created by agencies owned by the Omnicom Group. John Osborn, a foundation board member and president of one of the advertising agencies owned by Omnicom, says that spinal-cord injury is generally not “thought about till something happens to someone close to you or to yourself,” he adds.

To bring the issue to the public eye, the ads seek to demonstrate the difficulty that paralyzed people experience doing normal, everyday tasks. For example, one ad shows an Aztec pyramid. The word “You” is at the bottom and the words “Your refrigerator” are all the way at the top. Another ad shows the Golden Gate Bridge, with the word “You” is at one end and the words “Your backyard” at the other.

The ads are also intended in part to raise the organization’s visibility in the wake of the deaths of Christopher and Diana Reeve, says Peter Wilderotter, the charity’s president.

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