City of Toronto
TORONTO FOR ALL - THE INACCESSIBLE CAMPAIGN
To highlight the accessibility issues faced by those in Toronto’s disability community and educate Torontonians on how they can help us work towards a more inclusive city.
To help our target understand the concept of accessibility, we created a series of "inaccessible" ads that employed ASL, braille, and a powerful one-off example, a disruptive physical barrier around a bus shelter.
With a reach of 105k through TSA's, 780k on social media, and mentions from BlogTO, Toronto.com, and the Toronto Star, among others, we illustrated the experience of being systematically "left out," creating increased awareness, engagement, and conversation around accessibility in Toronto. Ultimately, this helped Torononians realize that disability is a part of human diversity.
City of Toronto
TORONTO FOR ALL - THE ANTI-AGEISM CAMPAIGN
To help Torontonians understand the impact ageism in the workplace has on everyone.
To create awareness and attention around ageism against older workers, we launched a fake product: an “aging cream”. The product communicated the benefits of appearing more mature in the workplace, offering the audience a chance to look older. In the second phase of the campaign, we revealed that while an aging cream does not exist, ageism in the workplace does.
Through Toronto For All social and web we helped highlight the difficulties that older workers are experiencing at work due to misconceptions, false perceptions, behaviours, and policies that stigmatize their age and discriminate against their abilities and experience in an effort to confront ageism. In addition, we sought to provide Torontonians with tools and resources that they could use to further understand the impacts ageism and what they can do to combat ageism at work. With mentions on BlogTO, CBC Radio One, Global News and Toronto.com, among others, we reached an audience of 15.9M through media.