What Authentic Disability Representation looks like in Advertising

Disability representation in advertising is a powerful tool. When done authentically, it resonates with audiences, increases brand loyalty and promotes inclusion. But achieving this delicate balance requires more than good intentions - it demands understanding, collaboration, and a commitment to accessibility. 

TechShare Pro 2024: Where Brands and Accessibility Experts Converge 

Hosted by HSBC and organised in partnership with Valuable 500, AbilityNet’s TechShare Pro 2024 conference offers a unique opportunity for ad agencies, brand leaders, disability influencers, and digital accessibility experts to explore the world of disability representation in advertising. This year’s conference, Europe’s largest accessibility and inclusion event, focuses on bridging the gap between brands and the disability community. 

Meet the creative teams behind ads by Cadbury, Apple and the Paralympics  

On Day One of TechShare Pro 2024, the spotlight shines on the Disability and Advertising Summit. Some of the world’s leading brands will share insights into creating authentic representations of disability in their campaigns so that you can discover what worked, how they approached the work and the impact it has had for their business.  

Six adverts that feature authentic disability representation  

Here are six remarkable ads that will be featured at TechShare Pro 2024, along with insights from the creators themselves: 

1. Cadbury Dairy Milk Fingers - Sign with Fingers Big & Small  

The “Sign with Fingers Big & Small” campaign by Cadbury Dairy Milk Fingers highlights the importance of learning British Sign Language (BSL) to help deaf individuals feel more included in everyday conversations.  

Cadbury partnered with the National Deaf Children’s Society to encourage more people to learn and use BSL and their campaign emphasised that even small efforts can make a big difference in making everyone feel included. It’s a beautiful reminder of the power of communication and the role we can all play in creating a more inclusive society. 

2. We're The Superhumans - Rio Paralympics 2016  

“We’re The Superhumans” was a trailer for the Rio 2016 Paralympic Games, an energetic video that showcases the incredible abilities of Paralympic athletes, highlighting their strength, skill, and determination. It also touches on the challenges and prejudices they face, emphasising their resilience and confidence. 

At this year’s event Channel 4 will explain how and why their messaging has changed in the past eight years.  

3. Apple - The Relay  

Apple’s “I and the Greatest,” ad won the 2023 Emmy Award for Outstanding Commercial and featured disabled individuals using various Apple devices to navigate their daily lives.  

At TechShare Pro its Creative Director Alice Tonge and Apple's Head of Accessibility Sarah Herrlinger will discuss how they developed the ideas and content for Relay, which focuses on how athletes with and without disabilities are driven by the same determination to win. 

4. ASSUME THAT I CAN - World Down Syndrome Day 2024 

The powerful “ASSUME THAT I CAN” ad for World Down Syndrome Day 2024 challenges negative assumptions about people with Down Syndrome. The advertisement features a woman with Down syndrome in different scenarios where she is discouraged or denied opportunities due to low expectations. It then flips the perspective, encouraging viewers to assume that disabled individuals can achieve their goals, whether it’s living independently, playing sports, or pursuing education. 

The ad’s slogan, “Assume that I can. So maybe I will,” emphasises the importance of positive expectations and support in empowering people with Down syndrome to reach their full potential. The campaign is a call to end prejudice and recognise the capabilities and potential of everyone. 

5. Javier in Frame - Google Pixel SB Commercial 2024 

The “Javier in Frame” commercial for the Google Pixel 8 aired during the 2024 Super Bowl, highlights the Guided Frame that uses Google AI to help blind people and people with low vision capture photos more easily. The commercial is directed by Adam Morse, who is visually impaired himself. 

The ad follows the life of Javier, a blind man, showcasing key moments such as taking selfies, his wedding day, and starting a family. These moments are captured with the help of the Guided Frame feature on his Google Pixel 8. The commercial emphasises the importance of accessibility and how technology can enhance the lives of blind people and people with low vision.

6. We All Win - Microsoft Super Bowl Commercial 2019 

The “We All Win” commercial by Microsoft, aired during the 2019 Super Bowl, is a heartwarming and inclusive ad that highlights the Xbox Adaptive Controller. This device is designed to make gaming more accessible for disabled people. 

The commercial features several children with physical disabilities, showcasing how the adaptive controller allows them to play video games more easily and enjoyably. It emphasises the joy and empowerment these kids feel when they can participate in gaming, just like their peers. The ad also includes touching moments with their parents, who express gratitude for the positive impact the controller has on their children’s lives. 

The overarching message of the commercial is that when everyone can play, “we all win,” underscoring Microsoft’s commitment to inclusivity and accessibility in technology.

Why does authentic disability representation in advertising matter?

Recent research by Valuable 500 underscores the rewards for brands that get disability inclusion right. However, many brands still miss out. Katy Talikowska, CEO of Valuable 500, emphasises that disability is a crucial part of the diversity agenda. Ad agencies that master authentic disability inclusion stand out. TechShare Pro provides a platform for agencies and brands to connect with accessibility experts, ensuring campaigns are both innovative and accessible. 

Join the Conversation 

Whether you’re an ad agency, brand leader, or accessibility enthusiast, TechShare Pro 2024 promises valuable takeaways.  

Get your ticket to TechShare Pro 2024 to learn from the creative teams and accessibility specialists behind iconic inclusive ads and discover what worked and the impact it had on public attitudes toward disability. 

Get your ticket to TechShare Pro 2024 
 

What happens at TechShare Pro?

TechShare Pro 2023 was hosted by HSBC in London, with over 2,000 in-person and online attendees from around the world. Check out the highlights reel below.