2025 Winner

CASE SUMMARY

Despite Canada's focus on diversity and inclusion, a quarter of its residents with disabilities face daily accessibility barriers, thwarting its goal of being barrier-free by 2040. Infrastructure and systems are not inclusive due to factors like inadequate funding, inconsistent enforcement of standards, and prevalent unawareness regarding the needs of the disabled. Societal attitudes and systemic ableism have overlooked the value of disabled citizens, underestimating
the benefits of full inclusion.

Rick Hansen Foundation, a national charity dedicated to removing barriers through accessibility education, training, and certification programs, RHF is committed to helping change design culture and remove barriers to accessibility in our communities, schools and workplaces.

The efforts with Rick Hansen Foundation aimed to raise awareness for the urgent need to improve accessibility for people with disabilities, drive donations to make accessibility possible, and advocate for more accessible places in
our everyday lives.

So many Canadians have a disability, or will have one as they age, and yet accessibility is still an equity issue where many folks need to face undue obstacles that push their limits in their everyday lives.

The resulting concept highlighted the realities that some people with disabilities are faced with, but also the injustice of a world where people must overcome inaccessibility every single day.

Enter high-level paraplegic athlete Leo Sammarelli ascending a set of stairs without the use of a ramp or lift – showing how an everyday staircase can become a mountainous obstacle when accessibility is not accounted for.

They challenged the status quo by executing a 60-second video, forcing the audience to get as close to Leo’s experience as possible. The length, coupled with the stripped-down audio of only Leo’s breathing, leave an impression
of the grit and determination of some people with disabilities. If this is Leo’s experience as a professional athlete, imagine the challenges faced by the wider community every day.

Launched and run for a short window through National Accessibility week, the agency was proud that 85 % of survey respondents believed “the video makes me more aware of the urgent need to improve accessibility for people with disabilities in our communities”, 50% of survey respondents were more likely to donate after seeing the video and two-thirds (67%) of respondents said they are more likely to encourage improvements to accessibility within buildings in their community or in buildings that they frequent.

Credits

Graham Lang, Chief Creative Officer, VML Canada
Cam Spires, Creative Director, VML Canada
Jake Hope, Creative Director, VML Canada
Cam Spires, Copywriter, VML Canada
Jake Hope, Art Director, VML Canada
Jiaan Co, Senior Designer, VML Canada
Sara Nguyen, Designer, VML Canada

Tim Pelz, Head of Production, VML Canada
Alec Hanham, Editor, VML Canada
Alexandra Beals, Editor, VML Canada
Veronica Medina, Motion Designer, VML Canada

Emma Toth, Chief Client Officer, VML Canada
Mara Neil, Group Account Director, VML Canada
Lauren Publicover, Account Supervisor, VML Canada

Sequoia, Production House
Dylan Maranda, Director, Sequoia
Philip Thomas, Producer, Sequoia
Jeremy Cox, DOP, Sequoia

David Tomiak, Colour

Flip78, Sound Design & Mix