The Dear Everybody Agreement
For Holland Bloorview Kids Rehabilition Hospital
By year three, Dear Everybody had momentum. But awareness wasn’t enough. The question became: what actually changes behaviour?
Twenty-two percent of Canadians live with a disability, but that reality is still largely missing from the images that shape our world – the social feeds we scroll, the fashion spreads we flip through, and the series we binge. When disability is left out of the media we consume, it’s left out of our shared imagination. That’s where stigma quietly lives.
Instead of another campaign about inclusion, The Dear Everybody Agreement was a tool to ensure it: a commitment for brands and media companies to reflect the world as it actually is.
It wasn’t about “inspiration” or “tragedy” – it was about showing disability as a part of ordinary life. Banking. Eating breakfast. Wearing sneakers. Being present.
Every execution drove to one action: sign. More than 40 major brands signed on early, creating something the category rarely sees: public accountability for representation.
Radio
+ 150 signatories have committed to the Agreement, including major brands like Facebook, Instagram, Roots, Bell Media, and the Government of Ontario.
+ 5 years of momentum engaging Canadians in conversations about ableism and the importance of inclusive representation.
+ 20,000 individuals have signed the Agreement, signalling a collective demand for authentic disability representation in media and advertising.
