Recognising International Day of People with Disabilities: Redefining Impossible

Today marks International Day of People with Disabilities – a day on which we seek to raise awareness of the experiences of people with disabilities, and their allies.

Almost 18 months ago, employees working across our Northern Europe commercial functions had the opportunity to hear from Darren Edwards – an adaptive adventurer and motivational speaker, whose life changed in an instant following a near-fatal climbing accident eight years ago. It left Darren paralysed from the chest down, altering the course of his life for ever.

Since that day, Darren has committed himself to redefining impossible in every sense. It’s a mission that has taken him around the world – running seven marathons in seven days across seven continents in his wheelchair, kayaking the length of the UK, and continuing to share his story with individuals and businesses alike.

We were so inspired by Darren’s story of resilience and strength, and wanted to play our part in supporting his most ambitious challenge yet: an expedition to sit-ski to the South Pole. Which is why today, on International Day of People with Disabilities, we’re thrilled to announce our sponsorship of that very mission, entitled Redefining Impossible. Darren says:

“I’m thrilled to announce P&G as a key partner on my journey to sit-ski to the South Pole! Together, we’re embarking on an extraordinary mission to challenge limits and inspire possibilities. In December 2025, I’ll attempt to set a new world record by sit-skiing 333 kilometres to the South Pole – three times the distance of the current record for an individual with a disability. This endeavour will be powered by an incredible team, including the friend who saved my life, as we face sub-zero temperatures, storm-force winds, and the unforgiving terrain of Antarctica.

“Through our partnership, we aim to demonstrate the power of perseverance, resilience, and teamwork – not just in the wilderness of Antarctica but in our daily lives.

“At its core, this expedition is about challenging perceptions of what’s possible. Impossible isn’t a fact; it’s an opinion – and opinions can be changed. Our purpose is to inspire others to redefine their own ‘impossible,’ whether at home, in the workplace, or the community.

“On this special day, I want to extend my heartfelt thanks to P&G for joining this mission. Your support represents not just sponsorship but a shared commitment to pushing boundaries and creating a world where everyone can thrive.

“Together, we will redefine the impossible.”