Challenging Assumptions, Changing Narratives: The Success of Inclusion BC’s Freedom To: Campaign

At Inclusion BC, we’ve always believed in the power of storytelling to drive change. Our Freedom To: campaign set out to do just that—challenge outdated assumptions and rewrite the narrative about people with intellectual and developmental disabilities in British Columbia. Today, we’re celebrating the success of the first two phases of this ongoing campaign, Freedom to Learn and Freedom to Work & Thrive. 

This campaign shines a spotlight on what inclusion truly means: being supported to have the same chance at a good life as everyone else. At the heart of this initiative are powerful stories that highlight the contributions of people with intellectual and developmental disabilities in schools, workplaces, and communities across the province.  

The first phase of the campaign, Freedom to Learn, focused on the story of Taya, a young woman on the autism spectrum who, determined to support students in ways she wished she had experienced, is now training to become a certified Education Assistant. 

The second phase, Freedom to Work & Thrive, was anchored by a collaboration with Persephone Brewing Company and the Sunshine Coast Association for Community Living, spotlighting Kara and Amber, two women who work at the brewery and farm taking care of a flock of chickens. This partnership not only underscored the business benefits of inclusive hiring but also demonstrated how meaningful employment opportunities enrich the lives of employees and the communities they serve. 

In these first two phases of this campaign: 

• We’ve achieved nearly 4 million video impressions across digital platforms, exposing people across our province to real stories of inclusion, equity and representation. 
• Media coverage from outlets like Global News has amplified the campaign’s message, achieving 24 media mentions, more than $100,000 in earned media dollar value, and a total reach of 1.37 million people, spreading awareness about our mission across the province.  
• Conversations sparked on social media continue to challenge stereotypes and inspire action, building momentum for a future where inclusion is the norm.

While we are proud of what we’ve achieved, the work doesn’t stop here. The Freedom To: campaign is a celebration of progress and a rallying cry for ongoing action. Together, we are showing what’s possible when we embrace inclusion and recognize the value of every individual in our communities.  

Read More about the Campaign here