Mainstreaming disability commercially

One of the many “business cases” we talk about regarding disability, is that there are 11 million disabled people in the UK, all of whom are consumers at some level, and who spend up to £80 billion a year between us. It’s good to see that some businesses are beginning to recognise that disabled people form a significant part of society, and should be reflected in their advertising.

I found this lovely article showcasing a number of adverts including images of disabled people. There are still issues around age, ethnicity, size etc (the disabled models are mainly young, white and slim), but it seems to be a step in the right direction, at least.

For example, Tanja Kiewitz, a handless models who hails from Belgium got the break of a lifetime when in 2010 she was asked to pose for an advertising campaign for CAP48, a non-profit that highlights disabilities in France and Belgium.  She was asked to replicate the same black and white photo ad made famous by Eva Herzigova in the original ad made famous ad from Wonderbra:

And, perhaps more importantly, this example from Debenhams, featuring Shannon Murray, alongside other models, as a legitimate part of a range of people:

We still have a long way to go, but perhaps people will eventually start to accept that disabled people form part of society in just the same way everyone else does.

To advertise jobs on Evenbreak go here – http://www.evenbreak.co.uk/employers/

To find jobs on Evenbreak go here – http://www.evenbreak.co.uk/jobs/

To make a donation to Evenbreak go here – https://localgiving.com/charity/evenbreak

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