In honor of the International Day of Persons with Disabilities (on Tuesday, Dec 3), Calgary-based agency Wax launched the 'Visibility for Disability' initiative that seeks to increase the diversity shown on film, television, advertising, and marketing.
Currently, less than 3% of characters on Northan American television are shown with a disability, and of this small percentage, 95% are played by able-bodied actors. To change this narrative, the Visibility for Disability initiative calls on content creators to include a wider representation.
As part of this project, the organization created two commercials featuring people with disabilities to a focus group. The viewers were "uneasy,' "bewildered," and made statements such as "It just rubs me the wrong way." After viewing messages from the actors with a disability calling for more representation, the focus group viewers began to understand the misconceptions surrounding disability and the need for more mainstream on-screen representation.
"Audiences are asking to see more diversity in our media. Despite being the largest minority group in the world, people with disabilities have been largely left out of this important cultural conversation," said Mickey Greiner, Executive Director of the Calgary Society for Persons with Disabilities (CSPD), the organization spearheading the campaign.
Media Disability Representation Initiatives
The 'Visibility for Disability' Video is Insightful
Trend Themes
1. Increased Disability Representation - Creating more inclusive media by increasing the visibility of disabled characters and actors.
2. Challenging Misconceptions - Using commercials and focus groups to educate viewers on disability and break down stereotypes.
3. Demand for Diversity in Media - Audiences calling for more representation of disabled individuals in film, television, advertising, and marketing.
Industry Implications
1. Film and Television - Opportunity to cast disabled actors and showcase diverse characters, challenging traditional norms.
2. Advertising and Marketing - Incorporating disabled individuals in campaigns to reflect a more inclusive society and engage with diverse consumer bases.
3. Advocacy and Nonprofit Organizations - Fostering initiatives that champion disability representation and equality within the media landscape.