Freedom To: Work and Thrive with Persephone Brewing Company

Have you noticed Inclusion BC on your TV or social media feeds recently? That’s because we’re amplifying the call for inclusive employment through our Freedom To: Work and Thrive campaign. This initiative celebrates the transformative power of hiring people with intellectual and developmental disabilities (IDD) and aims to inspire employers across BC to embrace inclusive hiring practices 

The campaign features a collaboration between Persephone Brewing Company and the Sunshine Coast Association for Community Living (SCACL) as a prime example of how inclusive hiring can benefit everyone involved. Located in Gibsons, Persephone Brewing is more than just a place for great craft beer; it’s a farm, a gathering place, and a hub for innovation and community. Persephone Brewing Company has been working collaboratively with SCACL since they opened their doors, and have employed about two dozen people with disabilities over the years, including Kara and Amber, who look after the flock of chickens that provide fresh eggs to customers every day. 

Through stories like this, the Freedom To: Work and Thrive campaign is challenging outdated perceptions about disability and employment. We want employers in BC and beyond to know that inclusion isn’t just the right thing to do—it’s good for business, and Persephone Brewing’s success is a testament to the power of embracing diversity in the workplace.

The campaign has been running throughout the month of November on television and digital platforms, and received media attention with a story on Global News. As of this blog article’s publication date, the digital campaign has achieved over 980,000 video impressions, specifically targeting those with the power to make hiring decisions in companies across the province. 

Let’s raise a glass to a future where inclusion is the standard, not the exception.