The project Þrátt fyrir (e. Despite) is about the stereotypical portrayal of people with disabilities in the Icelandic community and the manifestation of disabilities in the advertising industry. Privileged able-bodied people have to change their behavioral patterns to make room for diversity, as there are very few people with disabilites in Icelandic advertisements . It is an urgent matter that advertising agencies and the society as a whole take part in making diversity the norm, not the exception. People with disabilites should not have to adapt to the environment – the environment should be created with diversity in mind. Þrátt fyrir is a study and experiment in to how this could be achieved .