Access & Actions: Disability Representation in Advertising (24th April 2024)
Welcome to the first Access & Actions, the 5-minute read to make the action-taking easier, with resources in one place.
The focus this month is the world of marketing. This is designed so you can dip in and out, supporting you with improving your marketing initiatives over time with real-life case studies to inspire and actionable suggestions to implement.
Got A Minute?
Something quick.
Check out this Google Pixel SB Commercial 2024, a masterclass in inclusive storytelling:
It’s the real deal. It features a blind character, played by a blind actor, not just casting someone with a disability for a non-descript role.
Sensory shift, not a sympathy trip. Petroleum jelly on the camera puts you in the character's shoes, encouraging empathy, not pity.
Subtlety is key. It doesn't scream "diversity!", it just portrays a real-life experience many can relate to.
Bonus points for inclusivity:
Casting Stevie Wonder for the voiceover. Iconic AND inclusive! Stevie Wonder, a legend who is also a blind man, adds another layer of authenticity.
3 Things For Coffee Break Musings
For the small pockets of time in between the bustle.
Watch this brilliant TED Talk by Lisa Cox, multi-award-winning advertising professional and rebranding disability champion, who puts it perfectly…
“My legs don’t work but my credit card does.”
It’s about unlocking a whole new customer base with serious spending power. Think about it. Are you reaching everyone you could be? This could be a great link to send out to colleagues who need some convincing too…
Deepen your knowledge with the Nothing About Us Without Us (2024), white paper by The Valuable 500.
This goldmine explores building accessible experiences, accurate disability representation, and crafting authentic narratives in marketing.
Plus, it showcases winning strategies from industry leaders like Sony and Zalando.
Check out Crip Camp on Netflix’s YouTube channel or on Netflix itself. Perfect for a Lunch & Learn or office film club to spark conversation and build understanding and empathy within your team.
This documentary dismantles disability stereotypes, showcases inclusion and accessibility as an advantage, and can broaden your perspective on the disability experience and the diverse stories disabled people have.
Thank you for being part of the very first month of this newsletter. Have a colleague or a friend who could use some Access & magic? Feel free to forward it on…
May is all about e-commerce, we’re going to be chatting about opening up the shopping experience all while getting better reach on Google.
Speak soon,
Rachael x
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