role
time line
The Ask
Community Living Ontario needed a campaign that could break through public apathy and make people stop, reflect, and see differently. The goal was to generate awareness, strengthen brand recognition, and provoke real thought around the biases people carry, particularly when it comes to those living with intellectual disabilities. I was brought in to lead the creative vision and execution with a clear focus: make passersby look twice and feel something real.
The Design
The campaign was built around a simple but powerful question: "Do you see me... or my disability?" The goal was to make people pause and see beyond assumptions. We used real portraits and minimal text to keep the focus on the individuals themselves, letting their presence speak without distraction. Each poster featured someone with an intellectual disability, photographed with care and intention. The emphasis was on who they are, not how they are labeled. The campaign was placed across bus shelters, community boards, and street-level spaces to meet people where they are. In public. In motion. In thought.
the development
In collaboration with Pattison Outdoor Advertising, we rolled out four variations of the posters across Ontario. I managed the creative concepting, visual execution, copy refinement, and worked closely with the Community Living team to ensure the campaign felt authentic, respectful, and aligned with their advocacy goals. We timed the campaign to coincide with Community Living Month in May to maximize awareness and organizational relevance.
the takeaway
The campaign reached over 100,000 impressions and held a 61% viewership rate across 200+ locations. But more importantly, it sparked reflection. It positioned Community Living Ontario as a bold voice for inclusion and gave real faces to a message that’s often ignored. This work reflected my core belief: that design should not just communicate - it should challenge, humanize, and create emotional connection.