Inclusive Marketing - Disabilities

According to the Centers for Disease Control, “Health equity is the state in which everyone has a fair and just opportunity to attain their highest level of health. Achieving this requires ongoing societal efforts to:

• Address historical and contemporary injustices;
• Overcome economic, social, and other obstacles to health and health care;
• Eliminate preventable health disparities.

As health care marketers we know that we play a critical role in health equity. Often times we focus on inclusivity and accessibility in our marketing, such as diversity of people shown in our ads, improving accessibility of our videos by using closed captioning or offering materials in multiple languages.

After an inclusivity audit of the marketing at a health care organization, I expected to hear suggestions about diversity of age, gender or race. Possibly even highlighting more people from the LGBTQIA+ community. But one “aha” moment from the audit was that we needed to include more imagery of people with disabilities in our marketing. While we had been very focused on having ADA compliance for our website, closed captioning all videos, etc… that wasn’t nearly enough. This audit encouraged me to ensure that people living with disabilities not only felt seen and respected but understood they were welcomed by being represented in our marketing.

While many health care organizations are increasingly recognizing the importance of inclusivity and diversity in their marketing efforts, one area that requires further attention is the inclusion of disabilities. By incorporating people living with disabilities into marketing campaigns, businesses can foster empathy and dispel stigmas. By also highlighting accessibility features and capabilities, organizations can tap into a large audience that is often underserved and unseen.

Some changes that marketers can do include language that emphasizes abilities not limitations. For example, “a person that uses a wheelchair” vs “confined to a wheelchair”. We can also use person-centered language such as “a person with a disability” vs “a person is disabled or handicapped”. Person-centered language acknowledges the person as an individual first, rather than defining them solely by their disability. It promotes dignity, respect, and inclusivity.

The inclusion of images of people with disabilities in marketing helps to break down stigmas associated with disabilities. It normalizes life with a disability and the portrayal of individuals with disabilities in a positive and empowering light promotes acceptance.

By highlighting accessible features, such as ramps, Braille signage, sign language interpreters, and captioned content, organizations not only showcase their commitment to inclusivity and respect but again, dispel stigma.

To ensure that marketing campaigns are authentic and respectful, it is critical to collaborate with disability advocates and organizations. Disability advocates can provide guidance on language, imagery, and overall messaging, ensuring that campaigns are inclusive, respectful, and representative.

Approximately 26% of Americans are living with a disability but they are seen on just 1% of primetime ads (source: Centers for disease control and Nielsen Ad Intel). This tells me my former organization that did the inclusivity audit wasn’t the only one that needed to focus on people with disabilities more but it also tells me its something that we as marketers can change.

Melissa Fors Shackelford
Vice President, Marketing Strategy, 
Hazelden Betty Ford Foundation

The original version of this page was published at:  https://my.shsmd.org/blogs/the-shsmd-team/2023/08/02/inclusive-marketing-disabilities