Marketing to People with Disabilities: Resources
Inclusively marketing to people of all backgrounds and abilities helps create change through representation. Representation can help combat and mitigate prejudice, misinformation, and bias when it comes to how people with disabilities are perceived. Below are resources that help marketers create change outside and inside their organizations when it comes to representation.
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ParkinSex: An Inclusive Guide for People with Parkinson’s Disease
REGGIE Awards April 28, 2024Parkinson’s disease is a nervous system disorder with one of the highest rates of sexual dysfunction. But sexual wellness is rarely discussed in the Parkinson’s community.
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Leading By Example
Social Impact January 22, 2024ANA Nonprofit Federation award winners Amy Bobrick of ABD Direct and Tracey Burgoon of DAV took different paths to success but they are equally committed to seeing the sector grow.
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An Amazon Series Marketed to the Autistic Community
Multicultural Excellence Awards November 13, 2023Amazon undertook to attract the autistic community to dramedy series featuring themes and experiences they would be familiar with.
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This Company Promoted Visibility for Girls with Autism
Multicultural Excellence Awards November 13, 2023Detergent company Vanish created a campaign aimed at people with autism, with an emphasis on promoting visibility for girls with autism. The campaign focused on how the detergent can help clothes stay clean and fresh.
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The Barbie Evolution: An Icon in a Diverse World
Event Recaps October 12, 2023Matt Brutocao, VP of Barbie global brand marketing at Mattel, discussed how the Barbie marketing team continues to push this iconic brand forward through its foundation in toys and then builds purpose and meaning through licensing and brand partnerships.
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Accessibility Through Inclusive Design: Mastercard’s Touch Card
Event Recaps October 10, 2023Cheryl Guerin, EVP of global brand strategy and innovation at Mastercard, presented on the brand’s Touch Card, an innovative concept striving to make bank cards more accessible for the visually impaired.
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Reaching People with Disabilities Authentically
B2C September 26, 2023By ignoring people with disabilities, brands are not only potentially alienating a large swath of the population, they're also leaving money on the table. New research conducted by Morning Consult found that 84 percent of respondents had a more favorable impression of companies that are inclusive of people with disabilities in their marketing and advertising and 80 percent wanted to do more business with such companies.
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Exploring the Value of Diversity & Inclusion in Advertising
Knowledge Partners September 22, 2023System1 analyzed creative that showcases the experiences of typically underrepresented groups, including Black Americans, Asian Americans, people with disabilities, members of the LGBTQ+ community, Hispanics, women, and those who are 55 years and older.
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The Coolest & Most Unique Award-Winning Smarties Campaigns
Industry Insights August 22, 2023Sometimes, you see a commercial or video clip that warms your heart, makes you laugh, brings tears to your eyes, and/or may feel like a punch to the gut. Sometimes, all these things happen at the same time. Portraying real people and their stories, or highlighting an underrepresented perspective or issue, can change people’s lives.
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Degree Promotes Inclusivity for Para-Athletes with a Marathon in the Metaverse
Smarties Awards July 24, 2023Degree hosted a disability-friendly marathon in the metaverse to raise awareness around the need for more inclusivity and accessibility for people with disabilities.
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This VR Experience from the IPC Enhanced Inclusion for People with Disabilities
Smarties Awards July 24, 2023To drive greater understanding and inclusion of people with disabilities, the International Paralympic Committee partnered with Meta and five Paralympians to share their stories of being a disabled athlete in an immersive VR experience on Oculus.
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LEGOLAND Resorts Commitment to Neurodiversity and Accessibility
Event Recaps April 11, 2023Among other vital efforts, LEGOLAND Resorts discussed how it has been developing rides thinking about the importance of kid accessibility.
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Best Practices in Disability Inclusion
Conference Session Videos February 22, 2023Over one billion people — approximately 15 percent of the total world population — live with some form of disability. Hear from the brands and companies that have led the charge in establishing an unwavering, authentic commitment to the inclusion of people with disabilities both internally and externally.
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Best Practices for Portraying People with Disabilities in Advertising
ASK Answers January 24, 2023How are brands depicting and including individuals with disabilities in their communications?
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4 Award-Winning Campaigns That Spoke to People with Disabilities
Industry Insights January 13, 2023Ads that connect people to each other, and themselves, set an example and standard for all brands to show an array of how different people live. Creating and fostering inclusivity, instead of showing sameness, is a brand strategy that isn’t just about business, but human progress.
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How Degree Drove Inclusivity for the Differently-Abled People Across the Fitness Industry
Multicultural Excellence Awards December 26, 2022Degree created its Trainers for Hire program, a database of differently-abled trainers, to foster inclusivity and representation for disabled people across the fitness space.
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Toyota Celebrates Paralympic Triumph
Multicultural Excellence Awards December 22, 2022Toyota celebrated the story of Paralympian Brian McKeever and his brother, Robin, whose love and assistance helped make Brian’s athletic achievements possible despite his visual impairment.
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Disability Visibility in the Workplace
Event Recaps December 13, 2022Disability inclusion in the workplace improves company culture. They can often provide fresh perspectives to goal setting and challenges that arise in any business.
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Inspiring the Differently Abled to Move
Social Impact December 5, 2022To foster inclusivity and representation across the fitness industry among people with disabilities, the personal care brand Degree created the #TrainersforHire platform. The B2 Award-winning platform provides fitness brands with a repository of qualified differently abled trainers and educational resources to make fitness centers more accessible.
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Everything Advertisers Need to Know About Digital Accessibility and the Law
Event Recaps November 8, 2022With more than 20 percent of the population self-identifying as having a disability, advertisers need to understand digital accessibility now more than ever. Corporations are adopting DEI and ESG initiatives, over 5,000 lawsuits have been filed in the last two years, and over 97 percent of top websites continue to have disability barriers.
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