2021 Winner

CASE SUMMARY

Challenge
Since 1899, Holland Bloorview Kids Rehabilitation Hospital (HB) has served kids and youth who live with disabilities. As leaders in childhood disability, HB is committed to thinking about the future. Part of this is the inclusion of kids with disabilities in everyday culture and conversation.

Four years ago the brand worked closely with kids and families of HB to create “Dear Everybody”, a campaign platform designed to break down the stigma kids with disabilities face and challenge people to rethink disability.

After three years of gaining steady momentum with “Dear Everybody”, the brand needed to give Canadians a tangible action they could take to help create a world without stigma for kids with disabilities.

Insight
Twenty two percent of Canadians live with a disability. But we don’t see them on TV, in commercials, on social media or in magazines. When a group like this is left out of what we see in our day to day lives, they’re also left out of our imaginations. This creates disability stigma.

To end it, we need to see more people with disabilities. Not in stereotypical tragic or inspirational ways, just in ordinary images. We need to see people with disabilities banking, eating breakfast, wearing sneakers, hanging with friends. Doing ordinary stuff. Stuff people do in ads.

To achieve that, the “Dear Everybody Agreement” was created as a way to ensure the inclusion of disability in advertising content. From brands who advertise, to people who are advertised to – everyone was asked to sign.

Execution
The campaign’s entire media plan was used to drive to DearEverybody.ca, where the Agreement could be signed. Every piece of content delivered a reason to sign the Agreement: Because disability belongs in your newsfeed; Because you can’t think of a TV character who has a disability; Because everyone deserves to be seen.

These and more reasons were born from close collaboration with HB kids and families, and came to life in digital and out-of-home spaces where disability images are missing. The youth of HB shared their voices and reasons to sign the Agreement on radio. Pre-roll and digital video celebrated content and content makers who’ve signed the Agreement while encouraging others to do the same. And Instagram stickers were created that could point to images that are missing disability and celebrate images that are inclusive.

The “Dear Everybody” design system was updated to include an important design asset: a signature line. The simple iconic design was featured on every piece of content, essentially turning all pieces of communication into the Agreement itself.

Results
More than 40 brands and 1,100 people signed The Agreement; early signees include influential brands like Facebook, Instagram, Roots, Reitmans, CBC, Bell Media, Rogers, Rogers Sports and Entertainment, CIBC, BMO, TD, Scotiabank, General Mills and Toyota. Already, a shift to better representation can be seen in our visual landscape.

Credits

Client:
Sandra Hawken - President and CEO
Ashleigh Saith - Director Brand and Public Engagement
Amanda Circa - Sr. Officer, Brand and Public Engagement

Agency:
Matt Hassell - Chief Creative Officer
Julien Bissuel - VP Client Service
Jess Carter - ACD Art Director
Kate Thorneloe - ACE Copywriter
Jackie Pal - Lead Senior Producer
Johanna Stewart - Head of Production
Brittney Stafl - Project Manager
Rachel Laird - Studio Designer
Ronald Joseph - Studio Designer

Production:
Production House: Heyd & Saffer
Director - Christina Hodent - Heyd & Saffer
EP - Kevin Saffer
Line Producer - Cia Mellengers
Offline House: Outsider Editorial
Editor - Cam Anderson
EP - Kristina Anzlinger
Producer - Kayan Choi
Online House: Red Barn
Colourist - Jason Zukowski
VFX Artist - Alexa Salsberg
Audio House: Toast & Jam
Director - Kai Koschmider
EP - Matt De Luca