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RICHMOND, B.C. – VML Canada and the Rick Hansen Foundation (RHF) are launching a new national campaign tying in with National Accessibility Week starting May 26 to raise awareness of the need for improved accessibility across Canada.

The campaign’s motto, “Just because we can, doesn’t mean we should have to” explores the notion that just because people with disabilities can overcome multiple barriers throughout their day, they shouldn’t have to, a VML release said.

“Through working with the Rick Hansen Foundation, we learned that all too often people are left to their own devices to overcome accessibility barriers. This not only inspired the creative execution, it also gave us a new appreciation for what the foundation fights for,” VML Canada creative director Jake Hope said.

“Getting the importance of accessibility on the radar of Canadians continues to be a challenge even though 64 per cent of Canadians have a disability or live with/take care of someone with a disability. We’re incredibly grateful to our long-time pro-bono partners at VML Canada for helping find ways to break through the noise and bring this critically important conversation to the forefront,” added RHF vice-president of strategic initiatives Sarah McCarthy.

The integrated campaign, which launched May 24, includes public service announcements in television, radio, outdoor, print, and digital formats.

RHF is a national charity dedicated to changing design culture to remove barriers to accessibility through accessibility education, training, and certification programs.