Thursday, April 24

Representing People with Disabilities

We put a big emphasis on multicultural marketing at my agency, so much so that every single team creates programs that reflect the changing landscape of not only the American culture but the evolving Global culture as well.

While as marketers we have become much more aware of our multicultural flavors, it's been written quite a bit that there's one segment that is often forgotten:  people with disabilities.

While perhaps not "multicultural" by name, these folks do represent a part of our diverse culture with their own unique needs and wants like any other segment.

So today I honor that with two brands that honor them.

The first is Swiffer, a brand some might say is quite traditional in nature ... a household cleaning product.  But as the brand so clearly tells us, it's for all households.

There are so many things to like about this campaign, not the least of which is that the brand used real people and that this is just one execution of a larger campaign that features other people from different kinds of families.  Bravo.

The next brand is Powerade, one that you wouldn't necessarily think would think along these lines.  A sports drink?!?

Wow!  Doesn't get more real or raw than that!  Let's just leave it at that.

What's your experience?  JIM.

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