Creators of Inclusion
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Social Media
Details
Countless media outlets reported on the Special Olympics World Games Berlin 2023 - without including the perspective of people with intellectual disabilities. This was unacceptable for Toyota. The "Creators of Inclusion" were born – an inclusive team that brought together creators with and without intellectual disabilities to create content for Toyota's own social media channels for 10 days. This not only led to measurable success, but also provided proof that inclusion is not an illusion.
The Jury‘s Statement
Toyota, as an international car manufacturer, has launched "Creators of Inclusion", a groundbreaking initiative that brought together an inclusive team of content creators with and without intellectual disabilities during the Special Olympics World Games Berlin 2023. This project impressively underlines Toyota’s commitment to diversity and inclusion by showing that inclusion in brand communication is not just a buzzword, but can be a lived reality. The team’s authentic and in-depth reporting has reached millions of hearts and achieved impressive engagement rates, underpinning the relevance and impact of the campaign. Toyota not only highlighted the importance of inclusion in society, but also impressively demonstrated how brands can make real changes through bold and innovative action.
