Below are a few good examples of disability marketing.
The examples come from companies mid-sized to large. Each example focuses on how the company is embracing the disability community in some way, shape or form.
You don’t need to dedicate as many resources as these companies did to disability marketing, but I do think you could utilize bits and pieces from each.
To learn how to easily integrate disability into your current marketing, check out our free guide.
Tim Cook, the CEO of Apple, once said, “When we work on making our devices accessible by the blind, I don’t consider the bloody ROI.”
In addition to ensuring its products and offerings are accessible, Apple has produced a number of videos featuring persons with disabilities.
The videos have used captions and audio descriptions.
In 2019, Benefit cosmetics picked up Kate Grant as a brand ambassador. Kate has Down Syndrome, and she served as model for the company. Their initial Instagram post about the collaboration with Kate gained more than 5,000 likes and 168 comments.
This ranks among one of their most popular posts on social media, and it landed them several media placements. Benefit Cosmetics continues featuring models with disabilities.
Bumble in 2021 integrated disability into a campaign on body shaming. In one video, they asked a person with a disability to talk about body shaming.
Bumble has frequently featured persons with disabilities, and their inclusivity has been featured in top media outlets.
Google has been big advocates of the disability community. It added a feature to Google Maps that enabled users to identify whether a place is accessible.
By enabling this feature, users will see the universal sign for disabled near name of the business.
LEGO made play a little easier for those with limited vision in 2019 when it introduced Braillle Bricks. LEGO composed a website with Braille in its logo and LEGO courses and bricks.
Microsoft, as revealed in a Super Commercial in 2019, developed an adaptive Xbox controller. The World Federation of Advertises shared the campaign generated $35 million in earned media and earned “a 246 percent increase in social voice.”
To top it off, the campaign won a Grand Prix in Brand Experience and Activation at the 2019 Cannes Lions Festival.
Tommy Hilfiger set out to add an adaptive clothing line. Adaptive clothing is clothing that works for the bodies of persons with disabilities.
This led to a number of media spots, and a behind-the-scenes video on the clothing brought in 12,000-plus views.
Wild Stone, which sells men’s grooming products, unveiled in 2020 a new perfume called Sense.
The perfume was designed by individuals with limited vision, and, based off feedback, the perfume reminded them of flowers and memories.
Wild Stone added Braille to its packaging, and partnered with a nonprofit that is focused on serving those with limited vision to optimize their efforts.