As a leading brand in welfare vehicles, Volkswagen Commercial Vehicles seeks to deliver : not only the functionality of its welfare vehicles but also the values they represent—freedom, exploration, and human connection.

Aiming to tackle societal stereotypes about people with disabilities, the company collaborated with inspiring mother-son duo Jia Ling and Xiao Bi to summit Taiwan’s highest peak, Mt. Jade. Xiao Bi lives with paralysis due to severe cerebral palsy. His mother has spent years taking him to sporting events across Taiwan, embodying the true spirit of mobility for all through action.

Their journey was documented in a aimed at dismantling societal misconceptions about people with disabilities, underscoring their limitless potential, and reinforcing the universal right to mobility.

Highlights

Disruptive creative strategy: The campaign redefined the narrative by actively engaging individuals affected by disabilities in physically demanding challenges, even those difficult for able-bodied individuals.

Authentic storytelling and brand values: The journey was documented in the film The Fellowship of Mt. Jade: Courage, showcasing the brand’s commitment to mobility for all and the values of freedom, exploration, and human connection.

Innovative social impact model: The documentary’s soundtrack, performed by Jia Ling, was distributed on streaming platforms, with all proceeds donated to her and Xiao Bi’s family, ensuring that support extended beyond advocacy.

Impact

Media and public awareness: The campaign generated over TWD 60 million in PR value with over 300 positive news stories across diverse media, significantly boosting public awareness.

Policy level influence: The initiative had significant policy impact, with the government and Volkswagen launching Taiwan’s first in March 2025, marking a regulatory milestone with government approval.