BRANDS PUSH FOR DISABILITY INCLUSION WITH NEW CAMPAIGN
Following the end of the Tokyo 2020 Paralympic Games, Unilever has released a print campaign highlighting the need for brands and the general public to champion disability inclusion all year round.
The campaign is part of Unilever’s commitment to improving the diversity of people represented in visual communications. Devised by creative agency, Wunderman Thompson, the one-day print campaign aims to emphasise the need for inclusive design in all areas of life. It leads with the message, “The world is a great place for people with disabilities*” but the focus is on the asterisk, where the small print reads “for two weeks every two years, for a very select group of people.”
The print campaign goes on, “Yesterday, our elite para-athletes enjoyed fully-accessible living. Today, they return to a world that’s not designed for them. That has to change… Let’s design a fairer and more inclusive world together, one village at a time.”
Kathryn Swallow, global brand vice president of Rexona at Unilever, says, “No matter where you look, people with disabilities lack representation. They are judged for their differences. We’re aiming to change that. We hope that work such as this will inspire more brands to take an inclusive and accessible approach to ensure that people with disabilities have an equal playing field.”
A QR-code was also included to link through to an audio-description for those with visual impairments. The campaign builds on Unilever’s push for inclusivity, particularly through the Sure Breaking Limits Programme, in which Sure partnered with eleven NGOs to empower young people that face challenges being active.
Wunderman Thompson was also the first agency to build an inclusive experience practice with some of the world’s biggest brands to help create accessible products, services and communications using inclusive design methodology.
Bas Korsten, global chief creative officer at Wunderman Thompson says, “15 percent of the world’s population has some form of disability. But despite that incredible number, the world hasn’t been designed to include the biggest minority out there. That’s why it’s so important that Sure is raising this issue and, together with partners, is doing something about it at scale.”
The campaign ran in the Telegraph, Metro and the Guardian and the Times.