Empowering Authentically and Shifting Public Perceptions

Karim Do you think brands have improved representation of People with Disabilities in their marketing effortsKayla Absolutely Every year we see more representation in the media advertising television etc Just this year at our 2024 gala we honored trailblazers with Down syndrome in the media industry who are paving the way for greater representation But this is just a startKandi However just because we are seeing people with disabilities increasingly represented in the media that doesnamp8217t mean our work here is done Bias and negative perceptions still limit the Down syndrome community in all walks of life whether that is in education employment healthcare and so many other areas That is why the work that NDSS does as well as other disability organizations is so important NDSS works to spread awareness to continue to push boundaries and shift perceptions of Down syndrome and other disabilitiesKarim Why does disability representation matter in mediaKandi Disability impacts everyone 1 in 4 people in the US have a disability That means that there are millions of people in the US with disabilities but why are so few represented Disability representation matters because everyone wants to feel heard and represented Everyone wants to see someone like themselves achieving great things to envision a future goals and dreams Disability representation allows for greater awareness and inclusionKayla For example consider our partnership with Barbie in creating the first Barbie Dolls with Down syndrome You see these new dolls in the toy aisle hopefully sparking a conversation with your child family and friends These conversations allow for a greater understanding of disability extending to the classrooms workplaces and everywhere in between Exposure like this particularly at a young age has an incredible purposeamp8239Itamp8239mayamp8239help set children on a course for success byamp8239allowing them to develop empathy amp8211amp8239fueling social skills needed to excel as they imagine their futures with an equal playing fieldKarim What are some of the challenges that People with Disabilities still face in advertising and mediaKandi Bias is everywhere NDSS is constantly fighting to shift perceptions of Down syndrome and disabilities because there is so much emphasis on what the disability community CANNOT do instead of what they CAN do Sometimes individuals with disabilities may need accommodations to be successful in their roles Most accommodations cost 0 so having a team that is willing to create a supportive environment is essential This can be hard to achieve when businesses have many other competing priorities and businesses are weary of making accommodationsKarim How can we get more marketers to understand the importance of People with Disabilities representationamp160Kandi I would ask them this amp8211 have you met someone with Down syndrome or another disability People with disabilities enrich our lives in so many ways They are a fantastic asset in their schools workplaces and friendships Disability representation involves hiring more individuals with disabilities and having people with disabilities is good for business 78 of customers prefer spending their money at a company with a disability employment focus Statistics also show that companies report 28 higher revenue if they focus on disabilityinclusive hiring Hiring people with disabilities is an untapped market and itamp8217s good for business Employees and customers become more loyal to organizations that are authentic and consistent in disabilityinclusive messagingNDSS is a founding member of the CEO Commission for disability employment The CEO Commission for Disability Employment was founded by Voya Financial the Society for Human Resource Management SHRM and the National Down Syndrome Society NDSS to advance disabilityinclusive employment by inspiring and engaging business leaders to drive change through policy practice and culture The CEO Commission has a CEO Commission Playbook exclusive to CEO Commission partners with a chapter dedicated to inclusive marketingKayla NDSS also has an Employment program that seeks to increase the access to the workforce for people with Down syndromeKarim What are some of the best practices for authentic representation of disability in content MarketingKandi NDSS prioritizes people with Down syndrome They are regularly put in speaking and interview roles and their stories are told on social media You rarely see members of our staff on our socialsMichelle When it comes to your campaigns they must be executed authentically and central to the organizationamp8217s culture Nothing should be done that doesnamp8217t actually exist within the organization or isnamp8217t true to its cultureamp160If you have individuals with disabilities in your campaigns you must be prepared to answer questions about how your company supports people with disabilities in other facets of your workKayla NDSS advocates for disability employment and 13 of our staff has Down syndrome Itamp8217s important to walk the walk and talk the talkKandi Additionally you must accept that you are not the expert which is okay Engage other resources such as nonprofits or groups specializing in disability inclusion and individuals with disabilities themselves They can help shape your work and ensure it is as authentic as possibleMichelle Also make sure you have a plan to message your campaign internally Share with the internal team and boost morale for this project Youamp8217ll also want the excitement and buyin from your staff to help propel this project forwardPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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