SXSW 2023

Rewriting the Disability Script

Description:

26% of Americans are living with a disability, but they’re seen in just 1% of Primetime ads (Neilsen, 2021). In the UK, 4% of TV adverts feature disabled people (with only 1% of disabled people in lead roles) despite 22% of the population being disabled (Channel 4, 2022). Advertising is woefully out of sorts when it comes to disability representation, but Hollywood has made progress, with films such as ‘CODA’ praised for breaking new ground in disability inclusion. This session will discuss inclusivity in movies, media, and communications, lessons advertising can learn, including how to authentically incorporate disability and inclusion throughout the customer journey, and how we can move beyond stereotypes to start writing more progressive stories that better represent our modern world.


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Takeaways

  1. What advertising can learn from film and TV when it comes to disability inclusion and representation
  2. Actions advertisers can take to be more inclusive at every stage of the customer journey
  3. Moving beyond stereotypes to write more progressive stories that ensures better representation of people with disabilities in the media

Speakers

  • Josh Loebner, Global Head of Inclusive Design, Wunderman Thompson
  • Marlee Matlin, Academy Award-Winning Actress & Activist, N/A

Organizer

Emilie Sharp, Global Communications & PR Manager, Wunderman Thompson


Meta Information:

  • Event: SXSW
  • Format: Panel
  • Track: Advertising & Brand Experience
  • Track 2
  • Level: Beginner


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