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- 1. Advertising, Disability & The Diversity Directive
- 5. 5 Global Industry Report Source: https://www.jwtintelligence.com/2016/12/future-100-trends-change-2017/
- 9. 9 Diversity & Disability We’re familiar with diversity representation and activism for people of color, LGBTQ and women, but people with disabilities are new to the conversation.
- 10. 10 What Exactly Is Disability? A disability is any condition of the body or mind that makes it more difficult for the person with the condition to do certain activities and interact with the world around them. There are many types of disabilities • Vision • Movement • Thinking • Remembering • Learning • Communicating • Hearing • Mental health • Social relationships
- 11. 1 in 5 American adults has a disability or roughly 56 million people 1 in 4 women have a disability 3 in 10 people of color have a disability The percent of people living with disabilities in each state is highest in the Southeast Source: http://www.cdc.gov/ncbddd/disabilityandhealth/features/key-findings-community-prevalence.html#map
- 12. 16.2% of individuals in Alabama have a disability In other words in 2014, 776,000 of the 4,780,700 individuals in Alabama reported one or more disabilities $37,200 Earnings with a disability $38,300 Earnings without a disability Source:http://www.disabilitystatistics.org/StatusReports/2014-PDF/2014-StatusReport_AL.pdf
- 13. 13 Spending Power The 56 million Americans between the ages of 15 and 65 have an annual disposable income of $188 billion dollars. Their discretionary income is more than $250 billion dollars annually. With direct family members, the disability market is worth at least $3 trillion per year. About 65% of Americans with disabilities are classified as “middle income,” virtually the same as the population of people without disabilities. Source:http://www.wcduke.com/disabilitymarket.html
- 14. 14 Advertising and pop culture are intrinsically connected, one feeding off of the other. Advertising and disability has had recent high and low moments. Pop Culture & Disability - The Good
- 15. 15 Media Coverage & Disability
- 16. 16 “Because of the widespread stigma in Hollywood against hiring actors with disabilities, we very rarely see people with real disabilities on screen,” said Jay Ruderman, president of the Ruderman Family Foundation. Pop Culture & Disability - The Bad
- 17. 17 Websites and ADA Compliance
- 19. 19 In advertising there is a creative pendulum. At one extreme, people with disables are portrayed in a way that conveys pity, supports ableism discrimination and shows that people with disabilities are less than normal. At the other extreme people with disabilities are portrayed as a type of inspiration or superhuman and in ways that most people with disabilities could never achieve, or don’t want to be seen for. While many recent ads reflected both extremes, a handful of ads stood out for their normal, non-polarizing inclusion of people with disabilities. The Creative Pendulum PITY INSPIRATION INCLUSION • The ad usually features just the person with the disability alone. • The person is doing something normal that shouldn’t be inspiring. • Able people feel better about themselves by seeing a person with disability. • People with disabilities are portrayed needing help from others . • People with disabilities are featured along with people who are able. • People are in normal situations.
- 22. 22
- 23. 23 US Ads Positive Inclusion Ads
- 24. 24 #ThisIsWholesome US Ads Positive Inclusion Ads
- 25. 25 US Ads Positive Inclusion Ads
- 26. 26 #LookOnTheLightSide International Ads Best of the best Inclusion Ads
- 27. 27 While some may share an opinion that people with disabilities are rarely seen in advertising, it’s now, in part, academically proven. Tim Cox, MFA and adjunct faculty at Harding University published in 2016 his Master’s thesis, The Neglect of Disabled Representation in Advertising and Graphic Design, which can be found in more detail here. Advertising Higher Ed & Disability
- 28. 28 74 percent of 4A's members surveyed feel agencies are either mediocre or worse when it comes to hiring a diverse group of employees. Talent Recruitment & Disability
- 29. 29 Lights! Camera! Access! 2.0 The White House Lights! Camera! Access! 2.0 Disability & Media Summit brought together aspiring media professionals with disabilities and employers and mentors with disabilities..
- 30. 1. START CONVERSATIONS with organizations, consultants and individuals to become more connected with people with disabilities. 2. WELCOME RECRUITMENT of people with disabilities into your agency’s workforce. 3. BE INCLUSIVE of people with disabilities in market research. 4. BE OPEN to including people with disabilities in creative. 5. RECOGNIZE that people with disabilities are part of clients’ customer mix - buying products, using services and being brand loyal. Five Final Thoughts
- 31. 31 I believe that LEADERSHIP is about perspective and that ADVERTISING is powerful. WHAT IS YOUR PERSPECTIVE?
- 32. THANK YOU. Questions & Comments