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Until now, advertisers and brands have done all they can to persuade people not to fast forward the ads. Engine did the exact opposite. They created an idea that actively encourages people to fast forward the ad on Ocean's Loop digital screens. But, all for a good cause – to raise awareness and funds for Spinal Injuries Association (SIA).

A spinal cord injury turns everyday tasks into arduous challenges. To bring this to life, on Disabled Access Day Engine launched Donate to Accelerate on The Loop in Manchester.

Shot from a first-person perspective, two ads fully-immersed passers-by in the gruelling reality of what it’s like to complete everyday tasks – such as making a cup of tea and putting your shoes on to go out - with a spinal cord injury, first-hand. Progress was painfully slow, making it excruciating viewing. The two films featured people who had sustained spinal cord injuries (rather than actors) ,showing one person in a wheelchair and one person on crutches.

Engine then invited passers-by to accelerate the rehabilitation of the people featured in the films by donating £2 to SIA, using an in-built contactless card reader.

Without a donation, the agonising struggle continues. But, if a donation is made, the struggle instantly fast-forwards to the moment the task is successfully completed. This visually demonstrates how, over time and with the support of SIA, people who have sustained a spinal cord injury can rebuild their lives.

The advertising echoes the incredible support SIA provides, accelerating spinal injured people’s progress towards independence and making the everyday achievable again. And, importantly, allowed people to instantly see the difference their donation has made.

A simple idea that will make a life-changing difference to anyone learning to live with a spinal cord injury, Donate To Accelerate was a winner in Ocean's annual digital creative competition.