Ad industry ‘still ignores the disabled’

Marketing directors and advertising agencies are still ignoring the disabled, according to speakers at a debate held by Scope.

At the event held in London last week, Good – The Agency strategy director Max Burt asked how many brands were willing to have a disabled person as a spokesperson for their brand.

He says: “It is difficult to think of brands that are progressive in this respect. Ultimately the responsibility lies with the marketers rather than the advertisers, as they hold the purse strings and call the shots.”

Scope revealed a rebrand and major advertising campaign using the slogan “Time to get equal” earlier this year after appointing advertising agency Citigate Albert Frank (MW May 27).

Scope adds that the 10 million disabled people in the UK outnumber the total population of London, and by not targeting the disabled, marketers are turning their backs on a &£50bn potential market.

The charity adds that the advertising industry has a duty to feature more disabled people in its campaigns.

From the beginning of October, businesses offering services to the public have had to provide disabled access or face prosecution.

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