Toyota: Creators of Inclusion

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.

Is inclusion an illusion? There is still a gap between talking about inclusion and really living it. At one of the world’s largest sports events, the Special Olympics World Games Berlin 2023, people with intellectual disabilities were at the centre of media coverage. Hundreds of journalists from all over the world reported live on site. But they forgot one thing: to actively include the perspectives of people with intellectual disabilities.

Toyota, one of the main sponsors, took advantage of this and gave people with intellectual disabilities a voice, a camera and a platform. Introducing the Creators of Inclusion. A truly inclusive social media team that brought together creators with and without intellectual disabilities.

For 10 days, the inclusive team held editorial conferences, conducted interviews, produced social media content, broadcast it live and engaged with the community. Toyota even gave over tis TikTok and Instagram channels as a space for their unique take and personal insights into the games.

The results were impressive: over 65million impressions, over 46 million video views, more than 285,000 engagements, a 16.4% increase in ad recall, and a 6.7% increase in sponsor awareness. But most importantly, the Creators of Inclusion won the hearts of millions with their content, proving that inclusion is not just an illusion. Sadly, the mainstream media has failed to follow our lead. So, we brought the Creators of Inclusion together again for the Special Olympics National Games 2024 in Thüringen, Germany. And we’ll keep going until true inclusion becomes the norm.