Who are the Valuable 500, we hear you ask? A club for people who like to have £500 on them at all times? Try five hundred CEOs who want to end disability discrimination once and for all. Launched in 2019 by Irish activist Caroline Casey, the campaign already has an event in the diary for 2025: Sync25.
Narrator David Harewood says that the Valuable 500 "ended the CEO silence on disability inclusion," but now want "radical system change". That's why the league of chief executive officers will meet in Tokyo on 03/12/25 "to learn from failures, build on successes, and set the stage for the work to do".
In the meantime, director Dan DiFelice has shot this elegant commercial with disabled synchronised swimmers. The black-and-white colour palette is 'serious' (as are the Valuable 500), but the choreography is supple and optimistic. The onus is now on CEOs to perform as well as the cast.
Product Category: Lobby Groups