It’s 2018, but for the most part, advertisers are living in the 1960s. Maltesers is setting itself apart by tackling taboo subjects and highlighting marginalised groups, such as disabled people and the LGBT+ community – but will other advertisers take note?

America is home to more than 40 million disabled people, and while some brands have dabbled in making apparel for this market, product lines remain limited and unappealing. Tommy Hilfiger is making its iconic style available to all bodies with the launch of its Adaptive Collection.

Does being in a wheelchair make an individual less attractive? An impromptu Twitter campaign organised around the hashtag #HotPersonInAWheelchair is asking that very question, addressing harmful perceptions of people with disabilities in a positive way.

Bike sharing schemes enable urbanites to get around in a cheap and eco-friendly way – but they’re often inaccessible to those with disabilities. Adaptive Biketown, a scheme run in Portland, Oregon, aims to change this, letting disabled individuals rent a cycle that meets their specific needs.