New campaign challenges childhood disability stereotypes with a bold, bright vision

New PSA from Holland Bloorview reclaims the lemon as a symbol for kids with disabilities to challenge public perceptions and stereotypes.

A new advertising campaign from Holland Bloorview Kids Rehabilitation Hospital is challenging the public perception of what it means to be a child with a disability. The campaign, entitled “Baking Good”, launched today on TV, digital out of home and online. Print and radio advertising will follow in the coming weeks. Holland Bloorview is also launching a pop-up lemon cart in downtown Toronto, to share lemon squares and strike up a conversation about childhood disability.

“If people take only one thing away from this campaign, it should be that kids with disabilities are full of possibilities,” said Holland Bloorview Foundation President and CEO Sandra Hawken. “At Holland Bloorview, we help kids unlock cognitive and physical abilities that have either been lost or have yet to be discovered. And in doing so, we get to see kids’ amazing strength, courage and spirit every day.”

The campaign uses child-like illustrations and images to bring to life the kids of Holland Bloorview. It endeavours to re-appropriate the pejorative term lemon as a way to describe the kids’ bright, bold, fun and full of possibility attitude. In doing so, the audience is given insight into who these kids are and what they can do. The audience is encouraged to visit to find out more about Holland Bloorview and discover how the kids helped start a lemon-only bakery.

“We are thrilled to have partnered with Holland Bloorview Kids Rehabilitation Hospital to challenge the stigmas and stereotypes that exist about kids with disability,” says Helen Pak, CEO and Chief Creative Officer, Havas Worldwide Canada. “The insight behind this campaign came from conversations with the families and the kids about how Holland Bloorview is far from a typical kid’s hospital. It’s a fun, positive and optimistic place, and as a result, the kids aren’t what you would expect kids with disabilities to be. The notion that they were given lemons in life doesn’t apply here. Through this campaign, we want to reclaim the term lemon as a positive metaphor for who these kids are and the possibilities they possess. As proof, we helped the kids start their own all-lemon bakery: Holland Bloorview’s Baking Good.”

“Baking Good” was created pro bono by Havas Worldwide Canada and supported by partners Polyester Studio: Art & Motion Design; Keen Music, Voice & Interactive; and Vancouver illustrator Carson Ting of Chairman Ting Industries. Lemon squares were generously provided by Liaison Culinary College. The campaign is supported by donated media from Rogers Media, Corus Entertainment, Adapt Media, NewAd, Clear Channel and an online ad buy from Aber Group.

The lemon cart will be popping up at locations across Toronto the week of September 12 at noon in all locations while supplies last.

•Monday, Sept 12, 12 pm - 2 Queen Street East
•Tuesday, Sept 13, 12 pm– Bay and Adelaide
•Wednesday, Sept 14, 12 pm – Simcoe Place
•Thursday, Sept 15, 12 pm– CBC Atrium
•Friday, Sept 16, 12 pm – First Canadian Place

Holland Bloorview Kids Rehabilitation Hospital

Holland Bloorview Kids Rehabilitation Hospital provides specialized programs and clinical care for children and youth with rehabilitation and complex care needs to enable them to participate in life to the fullest. We are Canada’s leading pediatric rehabilitation teaching hospital, dedicated to being at the forefront of clinical care, research and education. As a key resource for Ontario, we are committed to partnerships to build clinical, academic and community capacity to enhance the quality of life for children with rehabilitation and complex care needs and their families.

To learn more about the Baking Good campaign, visit

Media Contact:

Erin Johnston, Senior Communications and Engagement Associate, 416-753-6051