BY KARENNA CASE
Leading up to the start of the Tokyo Paralympics, some of the world’s prominent landmarks and stadiums recently lit up in purple lights to show support for the #WeThe15 movement. This movement aims to end discrimination toward people with disabilities by including disabilities with diversity and inclusion initiatives.
A powerful #Wethe15 campaign features a video advertisement with people with disabilities performing everyday activities. Its message is clear: people with disabilities are ordinary people.
According to the Center for Disease Control and Prevention, more than 1 in 4 adults in the United States have a disability in some form, which includes but is not limited to difficulties with mobility, hearing, vision, cognition, and independent living.
Accessibility in marketing helps Business Improvement Districts expand their reach and makes it possible for more people to benefit from their products and services. Accessible marketing is about designing an experience that allows users of all abilities to fully experience and engage with a brand and understand its message.
Here are three tips for ensuring accessibility in your marketing:
- Build accessibility in instead of bolting it on later. Accessibility needs to be built into the beginning of every communication, process, product and service. This includes providing information in alternate formats, such as captions or audio descriptions for video, and ensuring assistive technologies such as screen readers can engage with your communications.
- Seek out the stories and perspectives of people with disabilities. In visual assets, show that people with disabilities use your product or service, and make sure that disabled actors are cast to play disabled characters. Additionally, ensure that these characters are represented in everyday situations and are independent, all of which can help combat stereotyping and bias.
- Market to both consumers with disabilities and their families. According to Forbes, the friends and family of people with disabilities are more likely to value products and services that communicate to and accommodate all people. The influence of others on purchasing decisions is an important consideration for BIDs. Clink the link to check out this advertisement from Visit Florida that does an excellent job at showing their destination as accessible towards people with disabilities.
Click this link for an additional resource with more information on inclusive social media practices.
Need help ensuring your marketing is accessible? Let us know at www.verdinmarketing.com/contact.