Just Because Leo Can

PSA/Charity Digital Advertising - Series

2025

VML Canada, Toronto, ON
w: vml.com

The Rick Hansen Foundation partnered with adaptive athlete Leo Sammarelli for a powerful social campaign. In a raw Instagram video, Leo, in his wheelchair, struggles to climb stairs unaided. This transforms an ordinary barrier into a profound statement. The tagline, Just because we can, doesn't mean we should have to, reframed accessibility as society's responsibility, driving 71% more donations and shifting perceptions about everyday barriers faced by people with disabilities.

Ad Agency: VML Canada
Chief Creative Officer: Graham Lang
Group Creative Director: Jake Hope
Creative Director: Cam Spires
Senior Designer: Jiaan Co
Designer: Sara Nguyen
Chief Strategy Officer: Christine Maw
Strategy Director: Marjorie Mackenzie
Head of Production: Tim Pelz
Motion Graphics Artist: Veronica Medina
Editor: Alexandra Beals, Alec Hanham
Chief Client Officer: Emma Toth
Group Account Director: Mara Neil
Account Supervisor: Lauren Publicover
Production House: Sequoia
Director: Dylan Maranda
Producer: Philip Thomas
Director of Photography: Jeremy Cox
Post-Production House: Elemental Post
Colourist: David Tomiak
Sound Production: Flip 78 Sound Inc.
Sound Designer: Eric Mosher
Client: Rick Hansen Foundation
Vice President Strategic Initiatives: Sarah McCarthy
Sr. Director, Awareness: Laura McBride