5 lessons about inclusive advertising from TechShare Pro 2024
Robin Christopherson | 19 Dec 2024
The first day of AbilityNet’s TechShare Pro 2024 conference focused on the Disability and Advertising Summit. This included thought-provoking panels and global insights from brands 
and agency leaders, focusing on creating authentic, accessible campaigns that drive business success.
- Read this blog to learn from brands including Primark, Cadbury, ISBA, Diageo, Inclusive Africa and many more.
- Check out five key lessons here - and access all of the TechShare Pro 2024 recordings on the website.
Why Primark builds accessibility in all aspects of its business
Primark’s spotlight session, featuring speakers Charlie Magadah-Williams from Primark and broadcaster and disability influencer Dr. Shani Dhanda, illuminated its groundbreaking efforts to create adaptive lingerie that meets the needs of diverse consumers.
The clothing range includes items like front-fastening bras and side-fastening briefs (both with magnetic fastenings) for those with limited dexterity, demonstrating that accessibility can go hand in hand with style.
Models from the disabled community spoke about how wearing these products fostered confidence and independence. The campaign, co-led by accessibility consultant Dr. Shani Dhanda, prioritised authentic representation by featuring disabled individuals both in front of and behind the camera.
Beyond products, Primark has made significant strides in enhancing store accessibility. This includes accessible tills, staff training, and an accessibility audit conducted with AccessAble. They also introduced a familiarisation video for models, showcasing studio facilities and accessibility features, ensuring a welcoming and inclusive experience for everyone involved.
Watch the Primark spotlight session below.
Inclusive advertising is a business opportunity
Another highlight for me was the practical session ‘Delivering Accessible Communications Campaigns’ with Michelle Yeadon from RMA, Eileen Hanna from Diageo, Bobi Carley from ISBA, and AbilityNet’s Trustee, Alison Orsi, who was formerly head of global marketing at IBM.
They discussed how brands can make their advertising campaigns more inclusive and shared practical insights into creating accessible and diverse media. Each of them emphasised the importance of including disabled people at every stage of campaign development - from ideation to execution. And s
imple yet effective steps, like adding subtitles, alternative text, and audio descriptions, were highlighted as essential practices.
In the case of video campaigns, the crucial component of having disabled people with lived experiences both in front of and behind the camera was also discussed.
The panellists stressed that inclusivity is not just a moral imperative but also a business opportunity, as consumers increasingly favour brands that reflect their values. Brands were also encouraged to embrace progress over perfection, to start somewhere, and to learn as they go.
Cadbury's shows why authentic representation matters
Another standout session came from Cadbury, which showcased its groundbreaking ‘Cadbury’s BSL Fingers’ ad. The campaign celebrates inclusivity by reimagining the brand’s iconic “Cadbury Fingers” biscuit in the context of British Sign Language (BSL).
Watch the video below to see the ad, which features a deaf family using BSL to communicate their love for the product, capturing authentic moments of joy and connection. Importantly, the campaign not only highlights the richness of Deaf culture but also integrates accessibility into its creative process, employing Deaf actors and consultants throughout production.
Cadbury’s presentation delved into the process of crafting this campaign, from initial concept to execution, underscoring the importance of authenticity in inclusive advertising. The campaign is a prime example of how brands can use their platforms to celebrate diversity and challenge stereotypes, inspiring other companies to think more inclusively about their messaging.
Cultural contexts influence disability representation
The session ‘A Global Perspective on Disability Representation’ explored the variation in portrayals of disabled people in the media around the world.
Irene Mbari-Kirika from Inclusive Africa, Inclusive Leadership Coach Gina Badenoch, Dinesh Sharma from HSBC, and Natsumi Wada from SOLIT Japan, explored their first-hand experiences to understand how cultural attitudes, societal norms, and media landscapes shape the depiction of disability in advertising.
In Japan, social harmony and conformity can sometimes discourage individuals from seeking accommodations. In Mexico, lingering stereotypes cast disabled individuals as either "heroes" or "victims," creating a barrier to authentic representation. Across Africa, initiatives like the Inclusive Africa Conference are driving progress by highlighting the untapped potential in technology and storytelling.
While some countries are making strides in presenting nuanced, empowering portrayals, others lag, often resorting to pity-based narratives or tokenistic representation.
The session underscored the need for a more balanced, authentic approach to storytelling - one that moves beyond stereotypes and showcases disabled people as complex, multifaceted individuals.
Watch the full session recording below.
Inclusive advertising is a call to action
Day one of TechShare Pro 2024 was an enlightening experience, packed with inspirational stories, practical takeaways, and global perspectives. The sessions demonstrated the immense power of advertising to change perceptions and promote inclusivity. The shift away from TechShare Pro’s usual focus on technology to address inclusive advertising proved to be both refreshing and impactful. It served as a call to action for brands and media creators to embrace inclusivity not only as a moral imperative but as a creative and business opportunity.
As attendees reflected on the day, one sentiment stood out: inclusive advertising has the potential to make every consumer feel seen and valued, which benefits society—and brands - in profound ways.
- To explore all the sessions and gain deeper insights, get your archive ticket to access all TechShare Pro 2024 recordings.
- Talk to our experts at AbilityNet about how our services can deliver your commitment to accessibility and inclusion.
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