Enjoy the videos and music you love, upload original content, and share it all with friends, family, and the world on YouTube. equal opportunities. Brand naming is always a difficult job, even more so for pharmaceutical drugs, but marketers should remember to put the naming carriage behind the positioning horse. If you continue browsing, we assume that you consent to our use of cookies. rejected by organisations of disabled people and is now generally recognised The online retailer worked with GB Paralympic hopeful Chloe Ball-Hopkins to create a “fashionable yet practical” jumpsuit that could be worn by everyone, whether they are in a wheelchair or not. Disability Awareness in Action's (DAA) Campaigns Resource Kit offers ideas for campaigns, things to be considered if you are to run a successful campaign and some real-life examples. The unintended branding equity might not only undermine the desired consumer takeout, it might blur the differences between one advertising campaign and another. From Asos’s wheelchair-friendly jumpsuit to Starbucks opening its first sign language store, brands are making moves to cater for people beyond the mainstream and unlock the potential of the ‘Purple Pound’. READ MORE: P&G on why diversity has to be about more than ‘showing up with a rainbow bottle’. More information can be found in our Cookies Policy and Privacy  “The little tweaks I’ve made would benefit [disabled] people greatly but if you didn’t point them out to someone you would just think it’s a bag,” Renke says. “While we have no immediate plans to launch a range in the near future, we are constantly reviewing how best to serve our consumers through the creation of great product.”. 2018, however, saw the likes of Marks & Spencer (M&S), Tommy Hilfiger, River Island and Asos all move in a more inclusive direction – from changes in advertising campaigns to innovative clothing lines. Workshops, conferences, picnics, parades, art shows, sports events, This explanation is known as the social model of disability because it shifts When we redefine disability from our own direct experience, three things Concerned individuals come together in organisations to understand A conference to bring together employers and disabled people to discuss The broadcaster asked brands to pitch campaigns that challenge female stereotypes and has promised that it will match up to £250,000 of airtime for the three runners-up if they decide to produce their ads. [Disabled people] aren’t so different and that’s what people need to get their head around. They raise awareness on the general nature of the discrimination they exploring disability issues. or hearing impairments. From the outside, Mia Tui’s Samantha bag, which launched towards the end of 2018, looks like any other bag available on the high street: it is colourful, stylish and practical. B2B brands too often treat brand-building and demand generation as separate objectives with different budgets, but it’s much more effective to have one integrated approach through the whole of the marketing funnel. Copyright © 2020 Centaur Media plc and / or its subsidiaries and licensors. All rights reserved. to be as "normal" as possible. In September, it launched the second part of the campaign, this time featuring adults including wheelchair basketball star Jordan and plus-size model Lulu. A 'Speaking for Ourselves' conference, during which 60 delegates learned Our website uses cookies to improve your user experience. to help give you the best experience we can.