National Disability Independence Day: Authentically Representing People with Disabilities in Advertising
According to the World Health Organization, about 1.3 billion people or 16% of the population live with disabilities. Yet people with disabilities are vastly underrepresented in media. Although there have been strides towards inclusion, the advertising industry still has a long way to go in authentically reflecting the stories and experiences of people with disabilities. System1’s reports, Feeling Seen USA and Feeling Seen UK, highlight effective campaigns featuring people with disabilities, including those who are blind, deaf, or have physical disabilities. From our analysis, we’ve compiled learnings on how brands can more effectively celebrate and represent people with disabilities in advertising.
Diverse Advertising Bridges Gaps
Brands that genuinely commit to showcasing diversity tend to create ads that resonate deeply with audiences. Apple’s “The Greatest” ad is a prime example. It follows seven individuals navigating their daily lives with the help of Apple’s accessibility features. This ad’s power lies in its authentic portrayal of diverse talents and personalities, from an influencer to a music producer, all overcoming challenges in a world not typically designed for their needs. This narrative of resilience and ingenuity is universally relatable and underscores the importance of accessible technology.
Avoiding the Sadness Trap
Toyota’s “Upstream” ad masterfully leverages emotional storytelling to connect with its audience. Emotions, particularly sadness, can be a powerful tool, but it’s crucial to resolve sadness by the end of the ad to leave a lasting positive impression. This ad tells the story of Paralympian Jessica Long, who was adopted from a Siberian orphanage. The ad begins with a sense of happiness as an American couple learns about the opportunity to adopt a little girl. However, the emotional tone shifts to sadness when they discover that Jessica was born with a rare condition that necessitates the amputation of her legs. Toyota ensured that this emotion was resolved and turned it into inspiration with triumphant footage of Jessica winning a swimming race. System1’s FaceTrace highlights the emotional journey of the audience, and the resolution of sadness, both for the general population and the sample of people with disabilities who viewed the ad.
NatRep:
Disability Custom Sample: When tested among a custom sample of individuals with disabilities, the FaceTrace showed an increased amount of sadness, disgust and fear when the phone conversation was taking place.
Focus on Individual Stories
Personal stories often have the strongest impact in advertising. Mastercard’s “Spotlight” ad shines a light on Marjorie, a blind woman who uses tactile notches to distinguish between her credit and debit cards. By employing voiceover to describe the story and key visuals, Mastercard ensures the ad is accessible to people with visual impairments. This approach not only highlights the company’s innovative products but also demonstrates a genuine commitment to inclusivity, making the story understandable and impactful for everyone.
While observance days like National Disability Awareness Day and the International Day of Persons with Disabilities are vital for raising awareness, brands should not limit their representation of people with disabilities to these dates. A true commitment to inclusivity means consistently elevating the voices and stories of those with disabilities throughout the year. This ongoing dedication ensures that everyone feels seen, heard, and valued every day, fostering a more inclusive and empathetic society.
By integrating these practices, brands can move beyond token representation and create advertising that genuinely reflects the diverse world we live in, ensuring that all people, regardless of ability, feel celebrated and included.