Paraplegic Athlete Summits Everyday Staircase to Raise Awareness for Inaccessibility

VML Vancouver, in partnership with the Rick Hansen Foundation (RHF), have launched a new national campaign to raise awareness of the urgent need for improved accessibility in Canada. One in four Canadians with a disability in Canada continue to face accessibility barriers daily, an issue that needs to be urgently addressed if Canada is going to meet its goal of a barrier-free country by January 1st, 2040.

The campaign launches with a cinematic 60 second spot called 'Just because we can,' featuring 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. The result is an example of tenacity and drive that simultaneously highlights the resourcefulness of an often-overlooked community, but also the injustice of a world where people must overcome inaccessibility every single day. 

“Through working with the Rick Hansen Foundation, we learned that all too often people are left to their own devices to overcome accessibility issues. This not only inspired the creative execution, it also gave us a new appreciation for what the foundation fights for.” says Jake Hope, creative director at VML Vancouver.

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. Its programs help people with varying disabilities affecting their mobility, vision and hearing and also include considerations for neurodiversity.

“Getting the importance of accessibility on the radar of Canadians continues to be a challenge even though 64% of Canadians have a disability or live with/take care of someone with a disability,” says Sarah McCarthy, VP strategic initiatives at RHF.  “We’re incredibly grateful to our long-time pro-bono partners at VML Canada for helping find ways to break through the noise and bring this critically important conversation to the forefront.”

The video is supported by two thirty second spots, featuring Leo and local Paralympian Tara Llanes.