- We present a list of five great advertisements that focus on disability in its different expressions
- In the world of marketing and advertising, issues such as disability and inclusion have risen to prominence in recent years
- These campaigns help to send a message more oriented towards respect and non-discrimination
In the world of advertising and marketing there are a large number of advertisements of all kinds, the issue of disability being one of the most striking in Paralympic times.
Last Tuesday, the inauguration of the sixteenth edition of the Paralympic Games took place, which have come to Tokyo to light the Olympic flame and raise, even for a few days, a message of unity in the world.
Since the Olympic Games, which began on July 23 and ended on August 8, we have lived a sports day in which Covid-19 spread and, somehow, did not let the games shine in all their splendor.
In spite of everything, we did see an Olympic joust where great athletes paraded; important stories were told; records were broken. But, more than that, we witnessed the Olympic Games where the issue of inclusion was felt at various times, implying that, in this area, there would be no turning back.
Today, the history of the Olympic Games is already history and now it is time to be aware of the Paralympic Games and the importance of its message, also inclusive, although with a different approach, which, naturally, focuses on the disabled.
Beyond the Paralympic Games themselves, perhaps the most remarkable thing is the message about normalizing the issue of disability in global society, putting aside discrimination and marginalization towards that particular sector and looking towards a more inclusive society.
For marketing and advertising, these are two themes that, in recent years, have been placed in the main campaigns of various brands around the world.
Now, with the Paralympic Games in full swing, the issue of disability and inclusion seem to have stronger overtones, especially in a context in which inequality, discrimination, racism and other evils in society continue to express themselves in everywhere, mainly on social networks where, apparently, everything has a much greater value.
In this way and on the occasion of the Paralympic Games, we now give you five advertising campaigns that focus on the issue of disability:
Microsoft and McCann New York teamed up to launch this campaign with which they intend to “change the game” by developing a video game controller for people with disabilities.
This campaign aims to promote the labor inclusion of people with Down Syndrome. It is striking that Sting, who was the lead singer of the band The Police, is the one who gives voice to this powerful message produced by the Small agency in New York in collaboration with the Italian NGO CoorDown.
The idea of this IKEA campaign is, in a way, to make life easier for people with disabilities through practical solutions that will help them in their daily activities.
This campaign is probably one of the most daring and risky when it comes to the issue of diversity in people with Down Syndrome.
The central axis is in a group of artists “drag” with Down syndrome, a subject that is not talked about and much less in the world of advertising.
It is one of the most remembered and reported campaigns on the issue of disability. Made by Play Station and the TBWA agency in London, it speaks of the great diversity that exists in the gamer world, one of the main protagonists being a boy in a wheelchair.
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