Three tactics marketers can employ to make communications enjoyable for all to consume.
Today, we celebrate the International Day of Persons with Disabilities. 81% of individuals with a disability have negative emotions towards brands when communications are not accessible. Marketing has the ability to make people feel a sense of belonging, feel seen and heard: unfortunately, for people with disabilities, they remain one of the largest underrepresented groups.
We shared a few of the tools and tactics marketers can consider to make content, campaigns and communications more accessible and enjoyable for all to consume.
Visual content
Enhance visual content for people with impairments by including closed captions, transcripts and audio descriptions.
Do not use non-disabled actors or models to portray a disability; this can be harmful and misrepresent the disabled community.
Avoid multiple fast-moving graphics.
Avoid using flashing lights.
Text
Keep writing plain, consistent and straightforward.
Use high colour contrast text.
Avoid the use of abbreviations and jargon.
Avoid using terms linked to disability to convey negative meanings.
Be mindful of using inclusive language
Influencer Content
Partner with creators with disabilities to amplify their stories, help educate audiences and ensure people with disabilities are represented authentically and appropriately.
Encourage influencers to be a part of the effort to make communications accessible.
Include direction in briefs for content to include closed captions, accessible format suggestions etc.