CEO collective Valuable 500 and adam&eveDDB have launched SYNC25, a campaign promoting a first-of-its-kind accountability summit for disability inclusion.
Released across Valuable 500 social channels ahead of the first SYNC25 accountability summit – to be held in Tokyo on 3 December 2025 – the launch film looks to inspire and encourage businesses to end disability exclusion and hold themselves accountable.
The comms agency created the campaign, which was directed by Dan DiFelice from LA-based commercial film production company Biscuits.
The film shows a group of swimmers, with and without disability, forming a synchronised display and was inspired by how large groups of birds, fishes or insects move and change direction together.
It was intended as a metaphorical illustration of the power of Synchronised Collective Action and produced in various formats to ensure accessibility to different audiences.
Valuable 500 CEO Katy Talikowska said: “With our partners and companies, we build accountability by working together and removing systemic barriers to end disability exclusion”.
“SYNC25 will be a landmark event and a moment for our partners and companies to own their commitments, highlight successes, learn from setbacks, and set ambitions for the future.”
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The campaign and film also support the recent publication of the CEO collective’s white paper on disability representation in media, marketing and product design in partnership with Yale University and research company Open Inclusion.
Talikowska added: “Our recent white paper on Inclusive Disability Representation calls on companies to join us in developing a shared, global standard and set of practices that can be applied across various industries”.
“This is vital to our ongoing work to drive positive change in disability inclusion across three Synchronised Collective Actions in Leadership, Reporting, and Representation. Unstoppable transformation cannot happen alone.”
adam&eveDDB creative directors Richard Gayton and Darren Beresford said: “Given that unemployment among persons with disabilities is as high as 80% in some countries, the need for an organisation like Valuable 500, and an event like SYNC25 which turns business promises into tangible change, has never been greater”.
“We are proud to have been able to contribute in a small way to the incredible momentum already established by the Valuable 500 to end disability exclusion.”
