On March 30th, DDA launched a new public service announcement across CTV BC and DDA social channels.
The campaign, What We’re Like, was developed in response to ongoing misconceptions about people with developmental disabilities. At its core, the PSA aims to foster greater understanding, empathy, and connection by highlighting a simple but powerful truth. Regardless of ability, we share far more in common than people might expect. By focusing on everyday interests, personalities, and moments of joy, the campaign reinforces the idea of inclusion and belonging in an authentic and relatable way.
From concept development through to filming and post-production, the team worked closely to ensure the message remained grounded in real voices and real experiences. The result is a piece that captures the spirit of the people we support while aligning with DDA’s mission and values.
As part of the campaign rollout, DDA was also featured in a four-minute interview segment on CTV’s morning show, which aired on Tuesday, March 31st. Alexina, who appears in the PSA, was joined by her father, Yvan, and DDA CEO Mark Zuberbuhler to speak about the campaign and its importance. The segment provided an opportunity to further amplify the message behind What We’re Like, offering viewers additional insight into the intent of the campaign and the impact of DDA’s work.
Together, the PSA and accompanying media coverage have helped reinforce a message of inclusion, dignity, and shared humanity, while also raising awareness of DDA’s role in supporting individuals and families throughout the community.
To see the PSA, go here: https://youtu.be/PEp0cbva9Pk
To see the CTV interview, go here: https://youtu.be/bcSvT2tE4xY?si=151EIU5xyEEgghsO
