2025 Winner

Despite Canada’s commitment to becoming barrier-free by 2040, one in four Canadians who live with a disability still face daily accessibility challenges. To raise awareness and drive action, the Rick Hansen Foundation launched a powerful campaign centered on the message: “Just because we can doesn’t mean we should have to.” The campaign aimed to shift the burden from individuals to society, reframing accessibility as a shared responsibility. At its heart was a striking 60-second, one-shot film featuring paraplegic athlete Leo Sammarelli. As he climbs a staircase without a ramp or lift, his strained effort becomes a visceral metaphor for the inequity of inaccessible design. The spot aired nationally during National Accessibility Week and ran for six weeks. It resonated deeply: 92% of viewers reported a heightened sense of urgency around accessibility, a 24% lift over non-viewers. It also inspired action, with 47% more likely to engage and 50% more likely to donate.

Credits

Graham Lang, Chief Creative Officer, Canada, VML Canada
Jake Hope, Group Creative Director, VML Canada
Cam Spires, 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
Christine Maw, Chief Strategy Officer, VML Canada
Marjorie Mackenzie, Strategy Director, VML Canada
Tim Pelz, Head of Production, VML Canada
Veronica Medina, Motion Graphics Designer, VML Canada
Alexandra Beals, Editor, VML Canada
Alec Hanham, Editor, VML Canada
Emma Toth, Chief Client Officer, VML Canada
Mara Neil, Group Account Director , VML Canada
Lauren Publicover, Account Supervisor, VML Canada
Dylan Maranda, Director, Sequoia
Philip Thomas, Producer, Sequoia
Jeremy Cox, Director of Photography, Sequoia
David Tomiak, Colour, Elemental Post
Eric Mosher, Sound Design, Flip78
Sarah McCarthy, Vice President Strategic Initiatives, Rick Hansen Foundation
Laura McBride, Sr. Director, Awareness, Rick Hansen Foundation