Air Canada Leads in Accessibility with Innovative Hidden Disabilities Sunflower Program and Enhanced Services

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One year ago, Air Canada pioneered the introduction of the Hidden Disabilities Sunflower program in North America. This internationally recognized initiative features a subtle sunflower symbol that individuals can wear voluntarily to indicate non-visible disabilities such as autism or chronic pain, which might not be immediately obvious.

This initiative is optional and serves as one of several measures to enhance the comfort and confidence of passengers who opt to use it. Since its launch by Air Canada, 11 more Canadian airports have adopted the program, broadening the reach and impact for travelers using the symbol to facilitate a smoother journey.

In conjunction with the International Day of Persons with Disabilities last month, Air Canada distributed sunflower-themed support pins to its staff to highlight the availability of assistance for passengers with non-visible disabilities.

“Everyone deserves to travel and work with dignity, respect and confidence. The Customer and Employee Accessibility teams, in consultation with the community and our employees, re-imagine how we deliver accessibility services at every step of the customer’s journey, with safety at the heart of everything we do,” said Kerianne Wilson, Director, Customer Accessibility at Air Canada.

Air Canada is dedicated to leading in accessibility by enhancing travel and employment for individuals with disabilities. The airline is devoted to creating a simpler, more comfortable, and consistent experience for these customers. This commitment is underscored by Air Canada’s Accessibility Plan and Feedback Process, designed to identify, address, and prevent obstacles that affect both travel and employment for people with disabilities.

To refine its accessibility strategy, Air Canada established a Customer Accessibility Advisory Committee comprising individuals with disabilities from various Canadian organizations. The airline also solicits direct input from customers with disabilities to pinpoint necessary enhancements and confirm priorities.

“One of the most important things we are doing as a team is listening. We are bringing lived experiences to the table, learning what is important, where we didn’t get it quite right so we can move towards getting it right,” stated Kerianne.

Joanne Smith, nutritionist specializing in neurological conditions, television producer/reporter and disability advocate said: “As a member of the spinal cord injury community, I was pleasantly surprised when Air Canada reached out to learn more about what our challenges are, what our requirements are when travelling. They are listening and I’ve experienced the improvements they’ve made so far. Keep up the progress.”

Brianna Hennessy, Paris Paralympian and co-flag bearer said: “It is important that airlines are working closely with the community – we feel like we have a voice, we can communicate what our needs are, so there can be changes that can be adapted for some of the challenges we face during travel. Feeling like there’s that human touch, that the staff will take care of me when I get to the airport and they are educated about disabilities.”

Recently, Air Canada facilitated a visit from Spinal Cord Injury BC to Vancouver International Airport, organized in collaboration with the Vancouver Airport Authority. The visit aimed to provide comfort, information, and better awareness of the needs of customers with disabilities to the airline’s staff.

Air Canada’s journey towards better accessibility began years ago and is ongoing. It was among the first to ensure its modern In-Flight Entertainment (IFE) systems with touch screens were accessible to visually impaired customers via audio descriptions. Since then, the airline has been at the forefront of technological advancements in accessibility, surpassing Canadian regulatory requirements.

As part of its ongoing enhancements, Air Canada has been incorporating technologies like iPads for transcription, eagle lifts, and other specialized devices for safely moving customers to and from their seats, along with Braille safety cards and closed captioning options, demonstrating its commitment to the disability community.

Samuel Eichenwald, Manager, Employee Accessibility & Workplace Accommodation at Air Canada said, “When people with disabilities fully participate in society, including workplaces, it benefits everyone as it helps our communities thrive.”

“A friendly and respectful work environment is one of the things that I love most at work. Having a wonderful team that helps support me at work when I have some challenges due to my hearing limitations such as during radio calls which can be very hard for those that are hearing impaired. The people I work with are great and supportive from co-workers to leads and managers support and make me feel valued,” said Marcello Alves Machado, Customer Experience Specialist.

“Training that is human-focused, educational about disabilities, and practical is essential to give our frontline employees the skills to assist customers properly. This includes training on how to use specialized equipment to safely assist customers with mobility disabilities, and how to support all customers with disabilities to travel with dignity,” continued Kerianne.

Air Canada introduced a mobility aid tracking feature in its app, providing reassurance to customers about the handling of their mobility aids during flights. The airline has upgraded its procedures for managing mobility aids and invested in specialized lifting equipment, including Eagle lifts available at most Canadian airports, with more options under consideration. Employee training on this equipment is a continuous effort.

Moreover, Air Canada has initiated Autism Aviation Days in BC to acquaint children with autism with air travel, helping them understand and practice airport procedures. These events are a collaboration with the Air Canada Foundation, regional partner Jazz, and various airport authorities, with plans to extend these initiatives to more regions.

The airline’s latest upgrade includes the introduction of sustainable straws onboard, supporting customers who rely on straws for independent eating and drinking.

“We are on a journey of continuous improvement to offer consistent, respectful and dignified accessibility services to both our customers and employees. Our team is proudly committed to advancing our accessibility commitments forward. We’re passionate about what we do, and we can’t wait to keep driving positive changes,” concluded Kerianne.

Sam adds, “We see this as an ongoing journey involving all of our employees working together to support one another and our customers.  When it comes to ensuring an accessible operation, we are giving our employees the training and tools to be able to support each customer, so that everyone feels confident and comfortable when they travel and work.”

“We need to continue building an all-inclusive community together with airlines, one that fosters a culture of equality and fairness,” concluded Brianna.