Accessibility, Evenbreak

Inclusion Beyond the Games: How to create inclusive marketing communications

The Paralympics is a time to celebrate the incredible athleticism of disabled athletes, fostering team spirit and shining a spotlight on inclusion on the global stage. As many organisations and brands prepare to incorporate the Paralympics into their marketing strategies, Dayna Halliwell, Content and Engagement Manager at Evenbreak, shares practical tips to ensure your approach to disability and inclusion is genuinely authentic.

Evenbreak's pink background with a photo of Dayna Halliwell, Content and Engagement Manager. Dayna is white with red hair. She is smiling and wearing a yellow jumpsuit and rainbow top. Above her head is a graphic of a thought bubble with the text 'Inclusion beyond the games. How to create inclusive marketing communications.'
Image description: Evenbreak’s pink background with a photo of Dayna Halliwell, Content and Engagement Manager. Dayna is white with red hair. She is smiling and wearing a yellow jumpsuit and rainbow top. Above her head is a graphic of a thought bubble with the text ‘Inclusion beyond the games. How to create inclusive marketing communications.’
  1. Use ALT Text in All Your Communications

ALT text is a simple yet powerful tool you can implement across all your communication channels to ensure anyone who uses a screen reader can access the content you’re putting out, this includes social media, websites, and emails. This is something you can implement today and has a huge impact. 

So, how do you create ALT text? It’s simple: describe the image or video you’re sharing. Highlight any text used in the graphic, and provide a clear idea of what the content portrays for those who can’t see the visual elements. This ensures that everyone can fully engage with your marketing content. 

Example:

A square image of a gradient background with a pink and yellow stripes and white text that reads 'Disabled people make up the largest minority at 24% of the UK population.’ Next to this is a box with ALT TEXT describing this image.
Image description: A square of a gradient background with a pink and yellow stripes and white text that reads ‘Disabled people make up the largest minority at 24% of the UK population.’ Next to this is a box with ALT TEXT describing this image.
  1. Collaborate with the Community

While the Paralympics showcase incredible athletes, they represent only a small percentage of the disabled community, not every disabled person aspires to be a paralympian and it’s important to keep this perspective. Use the spotlight on disability to not only celebrate disabled athletes but also the wider community, including your internal disabled staff. This avoids tokenism and infuses your brand with a sense of authenticity. 

  1. Avoid Stereotypical Narratives

Disabled athletes are not sources of inspiration or objects of pity. They’re exceptional athletes who excel in their sports, just like their non-disabled counterparts. When writing content remember to speak about them with the same respect you would for any top athlete. Celebrate their skill, dedication.

A pink background with photos of many different disabled models from Evenbreak's #DisabilityRepresentation campaign, smiling. The text reads '#DisabilityRepresentation. A campaign to better represent disabled people in stock images'.
Image description: A pink background with photos of many different disabled models from Evenbreak’s #DisabilityRepresentation campaign, smiling. The text reads ‘#DisabilityRepresentation. A campaign to better represent disabled people in stock images’.
  1. Support Inclusive Platforms

One of the simplest ways to weave inclusion into the heart of your brand is by advertising your job vacancies on the Evenbreak platform or signing up for one of our DE&I training sessions. This shows your commitment to disability inclusion all year round; something that will put you leaps ahead of your competition.

By embracing these tips, your brand or organisation can celebrate the Paralympics in a way that’s both inclusive and authentic. Not only will this ensure your message resonates with all audiences, but it will also demonstrate your genuine commitment to supporting and celebrating the disabled community, creating a lasting impact that goes beyond the games. 

To discuss your inclusion journey, contact your account manager, or the Evenbreak team at Info@evenbreak.co.uk

Headshot of Dayna Halliwell (She/Her), Content and Engagement Manager. Dayna is white with long red hair and is wearing multi-coloured ear defenders.
Headshot of Dayna Halliwell (She/Her), Content and Engagement Manager. Dayna is white with long red hair and is wearing multi-coloured ear defenders.

Dayna Halliwell, Content and Engagement Manager

Image description: Banner image with Evenbreak's logo and the text 'Training and Consultancy with Adam Hyland and Meghan Reed'. Next to this are Adam and Meghan's headshots.
Image description: Banner image with Evenbreak’s logo and the text ‘Training and Consultancy with Adam Hyland and Meghan Reed’. Next to this are Adam and Meghan’s headshots.

Published by janelhatton

2 thoughts on “Inclusion Beyond the Games: How to create inclusive marketing communications”

  1. Pingback: How To Make Your Event Stand Accessible  – Evenbreak Blog – Disability Employment & Recruitment
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