:: Everyone Belongs: Who-What-When-Where-Why ::

On May 28, 2003, the Developmental Disabilities Resource Centre of Calgary (DDRC) launched a social brand advertising campaign known as 'everyone belongs™'. DDRC began developing the initial concept of a social brand campaign in 2000 with the assistance of Eric Young Enterprises (EYE), a nationally recognized agency that specializes in social marketing campaigns and founder of the Government of Canada's ParticipAction initiative.

Driven primarily by a fundamental belief in the importance of human connection and a deep commitment to community, DDRC became interested in the possibility of creating a social brand that could communicate and represent the value and benefits to everyone when including people with developmental disabilities into all aspects of daily life.

Experience has shown that enormous potential exists for people with developmental disabilities to live fuller and more fulfilling lives, to grow and to contribute through meaningful human connection and participation in community. Likewise, experience has revealed that other citizens benefit and discover something in themselves when opening up to a person with a disability. everyone belongs™ is rooted in this concept of possibility for all citizens.

While DDRC is encouraged by the progress made toward the creation of truly inclusive communities, there is substantial work yet to be done in a variety of areas and for a number of groups. For the ambitions of all people to be realized (particularly people who are traditionally not included) much has to change in the community - personal beliefs, attitudes, and behavior, formal systems, and government policies.

Without the contribution of all citizens — including those with disabilities and other citizens who are excluded - the community suffers. everyone belongs™ seeks to bridge this gap and to make our community richer and stronger.

From early on, the social brand was conceptualized to be a brand that symbolized and promoted community inclusion for all people, and not just people with developmental disabilities. This concept continues to be based in a firm belief that our communities are more vibrant, healthy, safe, strong, and satisfying when all people, regardless of ethno-cultural background, disability, age, sexual orientation, and socioeconomic class are welcome and able to fully participate and contribute in the ordinary things of life in everyday settings. This concept is the core message of the everyone belongs brand and one that we believe benefits all people, including, people with developmental disabilities.