In today’s dynamic and interconnected world, businesses are awakening to the realization that inclusive marketing is not merely a strategic choice but an imperative. As our societies become more diverse and globalized, organizations are recognizing the transformative power of embracing inclusivity, especially in the context of disability. The evolution from traditional marketing to inclusive marketing is not just about broadening the customer base; it’s about weaving a tapestry that resonates with people of all backgrounds, abilities, and characteristics.

Understanding Inclusive Marketing

Inclusive marketing is all about ensuring that your marketing efforts resonate with a diverse audience, regardless of their backgrounds, abilities, or characteristics. In the context of disability inclusion, this means creating campaigns that are accessible to everyone. It is about extending the welcome mat to people of all abilities and making them feel seen, heard, and valued. The power of inclusive marketing lies in its potential to reach a broader audience and foster a more inclusive society.

To truly understand inclusive marketing, let’s break it down into key components:

1. Accessibility

Ensuring that your marketing materials are accessible to individuals with disabilities is a foundational step. This includes using alt text for images to provide descriptions for those who have visual impairments, providing captioning for videos to assist those who are deaf or hard of hearing, and creating websites that are easy to navigate using assistive technologies such as screen readers.

2. Representation

Authentic representation is at the heart of inclusive marketing. Feature individuals with disabilities in your advertising campaigns. This not only showcases a commitment to diversity but also creates relatable content for a broader audience. Remember, representation should be respectful, accurate, and reflective of real-life experiences.

3. Inclusive Language

Be mindful of the language you use in your marketing. Avoid stigmatizing or exclusionary terms and stereotypes. Instead, opt for a person-first language that prioritizes the person over their disability. Use positive and empowering language that respects the dignity and capabilities of individuals with disabilities.

Best Practices in Inclusive Marketing for Disability Inclusion

So, how can businesses effectively integrate these principles of inclusive marketing into their strategies, particularly in the context of disability inclusion? Let’s examine these best practices in more detail.

1. Accessibility

Accessibility is the cornerstone of inclusive marketing. It’s about creating content that can be accessed and understood by all, regardless of their abilities.

Here are some key considerations:

Alt Text:

When sharing images, provide descriptive alt text to convey the content and context of the image. This makes your visual content accessible to individuals using screen readers.

Video Captioning:

Ensure that videos are accompanied by accurate and synchronized captions. This not only helps those who are deaf or hard of hearing but also benefits individuals in noisy environments or non-native speakers.

Accessible Websites:

Your online presence matters. Ensure your website is designed with accessibility in mind. Use clear headings and readable fonts, and provide options for adjusting text size and contrast. Make navigation intuitive for keyboard users and screen reader users.

2. Representation:

Authentic representation is a core element of inclusive marketing, especially in the context of disability inclusion. When crafting your marketing campaigns, consider the following:

Diverse Models:

Include individuals with disabilities as models and actors in your advertisements. Authenticity goes a long way in connecting with your audience and portraying a commitment to inclusivity.

Storytelling:

Share real stories of individuals with disabilities. Highlight their achievements, experiences, and contributions. These narratives humanize disabilities and challenge stereotypes.

Collaboration:

Partner with disability advocacy organizations and individuals with disabilities to ensure your campaigns are respectful, inclusive, and accurate.

3. Inclusive Language

Language matters

The words you choose can either empower or stigmatize. Here are some guidelines for using inclusive language in your marketing efforts:

Person-First Language

Put the person before the disability. For example, say “a person with a disability” rather than “a disabled person.” This emphasizes the individual’s humanity over their condition.

Avoid Stereotypes

Refrain from using stereotypes or clichés in your marketing. People with disabilities are a diverse group, and their experiences are varied. Avoid overgeneralizing or making assumptions.

Use Positive Terminology

Use positive and empowering language. Highlight the abilities and strengths of individuals with disabilities rather than dwelling on limitations.

Real-life Case Studies

The most impactful way to grasp the potential of inclusive marketing is to examine real-life case studies. Let’s take a closer look at organizations that have made significant strides in inclusive marketing, particularly in relation to disability inclusion.

1. Procter & Gamble’s #ChooseToInclude Campaign

Procter & Gamble’s #ChooseToInclude campaign is a testament to the positive impact of inclusive marketing. The campaign features Paralympic athletes and highlights their journeys, achievements, and dreams. It not only garnered attention but also demonstrated a profound commitment to inclusion. By featuring athletes with disabilities, P&G showcased their support for inclusivity, breaking down barriers, and embracing diversity.

2. Microsoft’s Super Bowl Commercial

Microsoft’s Super Bowl commercial featuring a young gamer with a disability, Owen Simmons, is another powerful example of inclusive marketing. The commercial touched hearts and demonstrated the power of authentic representation. It followed Owen’s journey as he used adaptive technology to play video games with his friends. The heartwarming story illustrated that disability is not a barrier to connection and achievement.

In these case studies, we see that inclusive marketing is not just about reaching a broader audience; it’s about making a positive impact on society. These organizations recognized that embracing inclusivity goes hand in hand with making their brand more accessible, relatable, and influential.

Leveraging social media for Inclusive Marketing

In today’s digital age, social media is a primary platform for marketing. Leveraging these platforms for inclusive marketing is crucial. Here are some strategies for ensuring your marketing content on social media is inclusive:

Image Descriptions

Platforms like Twitter allow you to add image descriptions. When sharing images, take a moment to provide a brief description so that those using screen readers can understand the content.

Alt Text on Instagram

On Instagram, you can add alt text to your images. This ensures that individuals with visual impairments can access and enjoy your visual content.

Accessible Videos

Videos are a powerful tool for engagement. Ensure that your videos have accurate and engaging captions. Captions not only benefit individuals who are deaf or hard of hearing but also provide value in noisy environments or for non-native speakers.

Engage with Diverse Communities

Actively engage with diverse communities on social media. Seek out feedback and insights from individuals with disabilities to improve your content. Inclusion isn’t just about representation; it’s about listening and learning from diverse voices.

Conclusion

Inclusive marketing is not just a trend; it’s a fundamental shift in how businesses engage with their audience. As we wrap up this newsletter, remember that inclusive marketing is a journey, not a destination. By adopting these practices, you’re not only expanding your reach but also contributing to a more inclusive world.

We encourage you to put these principles into action, and we thank you for joining us in this exploration of inclusive marketing and its role in disability inclusion. Let’s engage in a conversation about inclusive marketing and disability inclusion. We appreciate your support and commitment to fostering an inclusive society.

If you have any questions or would like to share your thoughts and experiences with disability inclusion, please feel free to plan some time with me at BookTrish.com

Embracing Inclusive Marketing: A Pathway to Disability Inclusion
Timi

In today’s rapidly evolving world, the journey towards true diversity and inclusion has taken center stage across industries and organizations. One vital aspect of this journey is disability inclusion – a commitment to ensuring that every individual, regardless of their abilities, feels valued, respected, and empowered within the workplace. This is not only a moral imperative but also a strategic advantage that contributes to innovation, productivity, and a stronger organizational culture.

In our exploration of the realm of disability inclusion, we delve into the pivotal tools and strategies that pave the way for a more accessible and equitable environment. From comprehensive assessments of current practices to the implementation of forward-thinking policies and the utilization of cutting-edge technologies, there’s a rich tapestry of approaches that can help organizations weave disability inclusion seamlessly into their fabric.

To embark on this journey is to commit to creating spaces where everyone’s voices are heard, talents are nurtured, and contributions are valued. But the question arises, where does one begin?

1. Assessing Current State:

Before embarking on the disability inclusion journey, it’s essential to assess the organization’s current state. Tools such as disability inclusion assessments and surveys can provide valuable insights into existing policies, practices, and perceptions. These assessments help identify strengths, areas for improvement, and the specific direction to prioritize within Disability Inclusion

2. Establishing Disability-Inclusive Policies:

Implementing disability-inclusive policies is a crucial step towards fostering an inclusive environment. Develop policies that address reasonable accommodations, accessibility standards, anti-discrimination measures, and the promotion of diversity and inclusion. Tools like policy templates and guidelines can serve as valuable resources to ensure that policies are comprehensive and aligned with best practices.

3. Creating an Accessibility Checklist:

An accessibility checklist acts as a tool to assess and enhance the physical and digital accessibility of your organization. It helps identify barriers and provides guidance on making necessary improvements. Include elements such as accessible entrances, pathways, digital content accessibility, and inclusive design principles. Tools like checklists, accessibility guidelines, and accessibility auditing software can facilitate the evaluation process.

4. Building Inclusive Job Descriptions and Recruitment Practices:

Developing inclusive job descriptions and recruitment practices is critical for attracting a diverse pool of candidates. Tools such as inclusive job description templates and recruitment guides can help ensure that job postings are free from bias and contain language that encourages individuals with disabilities to apply. Additionally, implementing accessible application processes and providing alternative methods of submission are vital strategies for inclusivity.

5. Leveraging Technology for Accessibility:

Technology plays a significant role in enabling disability inclusion. Explore accessibility tools, software, and assistive technologies that can enhance accessibility across various aspects of the organization, such as communication, digital platforms, and workplace accommodations. Tools like screen readers, speech-to-text software, and captioning services can greatly benefit individuals with disabilities and contribute to an inclusive environment.

6. Employee Resource Groups (ERGs):

Establishing and supporting Employee Resource Groups (ERGs) focused on disability inclusion can be a powerful strategy. ERGs provide a platform for employees to connect, share experiences, and advocate for change. These groups can utilize various tools, such as online collaboration platforms, communication channels, and resource libraries, to facilitate networking, knowledge sharing, and the development of disability-focused initiatives.

7. Training and Education Programs:

Investing in training and education programs is crucial to foster understanding, empathy, and awareness of disability inclusion. Develop workshops, e-learning modules, and interactive sessions that address disability-related topics. Tools such as accessible training materials, case studies, and disability simulation exercises can enhance the learning experience and promote inclusive behavior.

Conclusion:

Implementing the Disability Inclusion Compass requires a range of tools and strategies to drive change effectively. By utilizing resources such as assessments, policy templates, accessibility checklists, inclusive recruitment practices, technology, ERGs, and training programs, organizations can create a culture of disability inclusion. Let’s embrace these tools and strategies to navigate the path towards a more inclusive future.

If you want to know more about disability inclusion in your company, read the Why & How’s here.

Tools and Strategies for Implementing Disability Inclusion
Timi

EnAbling Change Program now accepting funding applications for 2022-23

Toronto – The Ontario government is building stronger and more accessible communities by investing up to $1.5 million in the 2022-23 EnAbling Change Program. The program provides grants to not-for-profits and organizations across a range of sectors for projects that show the value and benefits of accessibility through the development of tools and educational resources that make Ontario open to people of all abilities.

“Our government is investing in people of all abilities by funding projects that raise awareness about how accessibility and inclusion benefits everyone,” said Raymond Cho, Minister for Seniors and Accessibility. “The EnAbling Change Program makes Ontario more accessible, with communities and businesses open to all.”

Applications for funding are open starting today through to December 8. Some examples of previously funded projects include:

• up to $112,610 to Canada’s National Ballet School to deliver integrated dance programs for children of all abilities across the province so they can experience and enjoy dance.
• up to $129,123 to Electricity Human Resources Canada to build a more inclusive workforce by creating a set of made-in-Ontario reference tools, learning materials and short videos to extend its online resources and support employers in expanding the accessibility of jobs in the electricity sector to people with disabilities.
• up to $108,600 to Trucking Human Resources Canada to provide small and medium sized trucking companies with information about how to create viable employment options for people with disabilities.

This year the EnAbling Change Program focus will be on projects that:

• drive a culture of respect and dignity for people with disabilities,
• support awareness of requirements and regulatory compliance under the Accessibility for Ontarians with Disabilities Act (AODA), and
• create equitable opportunities in the jobs market.

Information on how to apply for the 2022-23 EnAbling Change Program can be found on the Ministry for Seniors and Accessibility’s Age-friendly and accessibility grants web page.

Quick Facts

• The EnAbling Change Program started in 1999. Last year, the program supported 14 projects across Ontario.

• The program provides funding to not-for-profit, industry and professional associations across a range of sectors.

• The Ontario government is helping drive cultural awareness about the value and benefits of accessibility through the EnAbling Change Program and Advancing Accessibility in Ontario framework.

• A complete list of the 2021-22 EnAbling Change Program recipients.

Source: news.ontario.ca

Ontario Supporting Stronger, More Accessible Communities
Timi

The function of a service animal is no different than a cane or a wheelchair — while there is often a deep bond with their handler, they are there to assist with challenges that the handler faces.

“Service dogs should be treated no differently than you would treat a wheelchair,” said Amanda Lombardo, who is a handler herself, and owner of Canine Partners Canada, a training service. “They are highly trained and necessary for the safety of their handler. They are our lifelines.”

Despite service animals being more common, handlers still encounter challenges.

“I’ve had issues in Orangeville with acceptance of service animals,” said Lombardo. “If I’m experiencing this, my concern is that other people are experiencing this. So my goal is to educate people and increase accessibility.”

Lombardo has had stores tell her she couldn’t come in, even though her dog was in mobility gear. Employees approached her in lines, and after confirming it was a service dog, still told Lombardo she couldn’t bring in the dog.

“As I was leaving a store, an employee actually ran after me when I was going to my car, which was scary for me,” said Lombardo.

The Accessibility for Ontarians with Disabilities Act (AODA) notes service animals can be brought into any area open to the public, unless the animal is excluded by another law. Legally, they can be brought into restaurants, stores, grocery stores and taxis.

Businesses aren’t the only area where more education is needed; it’s lacking for the general public as well. Lombardo has had people in public ask for photos of her clients when training, often refusing to accept ‘no’ as an answer.

“You wouldn’t walk up to someone in a wheelchair and ask to take their photo,” Lombardo said.

While Annie McGillivray, who also uses a service dog, hasn’t encountered issues from businesses and stores, she has run into other challenges.

“My biggest gripe is more with the general public coming up and bothering us,” said McGillivray. “I’m still just a person going into a store; my dog isn’t some magical, special thing for them to stare at or look at, I’m just a patron like everybody else.”

Both McGillivray and Lombardo agree these issues stem from a lack of education around service animals. Many people are still more accustomed to guide dogs, where the need for them is often visible.

“I think if there was more education in schools, and in the general public, particularly helping people to understand not to disturb us or our dogs,” said McGillivray. “Also helping people understand not every disability is visible.”

But service animals meet a number of needs — learning how to protect and respond to everything from physical conditions their handlers may have to emotional, reactionary, and behavioural-based challenges.

For example, service animals perform duties beyond companionship for a person with autism. In youths who are prone to eloping (wandering off), there are harnesses that can be attached to keep the dog and youth together. The dogs are also trained to recognize cues such as discomfort, anxiety, increased heart rates and more.

“With PTSD comes disassociation, and when disassociated, it’s like the whole world isn’t real or you just freeze and stare, and that’s when she jumps on me,” explained Lombardo. “Some people get auditory, visual, and emotional flashbacks, and the dog can be there to respond to every single one of them.”

Unfortunately, when it comes to education, there are no major advocacy groups like with other issues, leaving it up to those who need service animals to speak up. It will take grassroots actions to bring the necessary change.

“Unfortunately it falls on us as handlers and our loved ones to help educate others and the public,” said McGillivray. “If we can just do individual efforts like making nicely worded posts, maybe it goes viral, people get educated, and a nationwide standard can be organized.”

STORY BEHIND THE STORY: After continuing challenges when being out in public with her service animal, the Orangeville Banner wanted to speak to Amanda Lombardo and others in the community about how much of an impact service animals have on their lives, and how better education can help reduce misunderstanding in the community.

Source: Orangeville

‘They are our lifelines’: More public education needed for what to do and what not to do around service animals
Timi

Ontario employers take note: compliance deadlines for two significant requirements under the Accessibility for Ontarians with Disabilities Act (AODA) are just three months away.

Internet Websites & Web Content

By January 1, 2021, all designated public sector organizations and private/non-profit organizations with 50 or more employees in Ontario must ensure that all internet websites and web content conform with the Web Content Accessibility Guidelines (WCAG) 2.0, Level AA, other than:

• success criteria 1.2.4 Captions (Live); and
• success criteria 1.2.5 Audio Descriptions (Pre-recorded).

“Internet website” is defined in the AODA as a collection of related web pages, images, videos or other digital assets that are addressed relative to a common Uniform Resource Identifier (URI) and is accessible to the public. “Web content” includes documents such as Word and PDFs.

Except where meeting the WCAG requirements is “not practicable”, the requirements apply to:

• internet websites and web content, including web-based applications, that an organization controls directly or through a contractual relationship that allows for modification of the product; and
• web content published on an internet website after January 1, 2012.

There are no reported decisions interpreting the “not practicable” exemption; however, Accessibility Ontario (a training and development organization that helps businesses in Ontario understand and comply with the AODA) has provided its non-binding view that factors relevant to practicability may include:

• availability of accessible goods, services or facilities; or
• technological compatibility between older products and newer ones being procured.

Private/non-profit organizations with less than 50 employees in Ontario are not required to meet this requirement.

Accessibility Compliance Report

By December 31, 2020, all designated public sector organizations and private/non-profit organizations with 20 or more employees in Ontario must file an accessibility compliance report.

The purpose of the report is to confirm for the Government of Ontario that your organization has met its current accessibility requirements under the AODA. It contains such questions as:

• Does your organization have written accessibility policies and a statement of commitment?
• Does your organization provide appropriate training on the AODA Integrated Accessibility Standards Regulation and the Human Rights Code as it pertains to people with disabilities?
• Does your organization have a process to provide accessible formats and communication supports to people with disabilities in a timely manner and at no extra cost?

Your organization can download and file the report here.

Organizations that fail to meet their obligations in a timely manner could face monetary fines imposed by the Director of the Accessibility Directorate of Ontario.

This report by Human Resources Director was first published Sep 3, 2020.

McMillan LLP
Source: LEXOLOGY

If you want to know more about disability inclusion in your company, read the Why & How’s here.

New Accessibility Requirements Fast Approaching Under AODA
Trish Robichaud

When we think of people living with disabilities, well-known Canadians like Rick Hansen and Terry Fox often come to mind. But in fact, one in seven people in Ontario have a disability; and over the next 20 years that number will rise to 1 in 5 as the population ages.

Studies show that when businesses hire people with disabilities, the pool of potential employees becomes larger, absenteeism decreases, and staff retention is 72 per cent higher among persons with disabilities.

This adds up to millions of dollars
every year in hiring and training costs.

Organizations have a big role to play in helping to make sure that accessibility for persons with disabilities (development/intellectual, hearing, learning, mental health, physical/mobility and visual) is a normal part of their operations. It’s also legislated. Under the Accessibility for Ontarians with Disabilities Act (AODA) and its Employment Standard, persons with disabilities must be provided with equal opportunities for employment with respect to recruitment, retention and accommodation.

Accessibility is not simply about ramps or automatic door openers; it’s about understanding that people with disabilities may have different needs. The Employment Standard mandates that every organization that provides goods, services or facilities to the public or to other organizations, and has one or more employee, must:

• Develop and document individual accommodation plans for employees with disabilities
• Recruit, assess and select and inform employees of supports
• Provide accessible formats and communication supports
• Develop and communicate workplace emergency response information
• Facilitate return to work
• Ensure performance management, redeployment and career development and advancement

The dates to meet the Employment Standard requirements differ between large and small organizations, but all organizations must have workplace emergency response information in place starting January 1, 2012.

To help provide more details and training on how to comply with the Employment Standard, the Human Resources Professionals Association, as part of an EnAbling Change partnership with the Government of Ontario, developed six video shorts that each deals with one of the requirement of
the Standard.

HRPATV CHANNELS is a companion piece to the videos that provides information about the Employment Standard, and that employers can use to build awareness of the Standard with their managers and other staff.

To learn more about the AODA and its Employment Standard and view the EnAbling Change video series and CHANNELS guide, visit www.hrpa.ca/aoda.

Accessibility is good business: what you need to know about the Accessibility for Ontarians with Disabilities Act (AODA)
Trish Robichaud

Ontario is continuing its work towards an accessible province by 2025 by exploring options for a new accessibility certification program.

The province will consult with industry, disability advocates, certification experts, municipalities, and not-for-profits to develop a voluntary, third-party certification program — inspired by the success of the LEED designation promoting excellence in green building — to recognize businesses and organizations that have championed accessibility.

This program would help leaders stand out in their sector or community and promote the economic advantages of accessibility. It would encourage businesses to go beyond the requirements of the law and make accessibility part of daily life.

Read more at Newsroom Ontario

Ontario Moving Forward with Accessibility Certification Program
Trish Robichaud

Use the free resources on the AccessForward website to help train your staff on Ontario’s accessibility laws. Developed by Curriculum Services Canada with support from the Government of Ontario. Trish Robichaud of Changing Paces provided subject matter expertise and content development support to Curriculum Services Canada for this project.

AccessForward – Free AODA training resource for your staff
Trish Robichaud

The province is nearly midway through its mandate to make Ontario accessible to all.

And while good progress has been made, there’s still plenty of work left to do between now and 2025.

That’s the word heard Tuesday by University of Toronto school of law dean Mayo Moran, who’s been charged with reviewing the province’s accessibility laws.

Pat Seed told Moran it has to start in the schools and work its way outward.

Seed, who is blind, would like communities larger than 10,000 people to have access to an advisory committee, and would like to see better checks and balances put in place to ensure businesses and organizations are following the guidelines.

Eugene LeFrancois said he’s been at the mercy of the system since 1985, when a workplace injury left him unable to return to work.

The Thunder Bay native said too often businesses ignore access-for-all legislation, and it’s even tougher to catch them.

“You never get called out on the carpet until somebody knows you’re a bad employer. Until there’s tracking in place,” he said.

Nancy Patterson, a regional director at the Canadian Hearing Society, said the basics needs of the deaf community are rarely met in today’s society.

The opportunities for engagement are few and far between, she added.

“Too often individuals who are culturally deaf or have hearing loss are expected to bring with them an interpreter or a communication facilitator, when it is the responsibility of the provider of the goods or services to ensure these services as required to ensure clear communication with the consumers,” Patterson said.

Patterson would like to see staff and volunteers trained to meet the ongoing basic needs of the deaf community.

Moran, who is holding similar consultations in Ottawa, Toronto and Sudbury, said she’s been getting plenty of feedback and that the public is enthusiastic for the act and its goals. But she’s also hearing the regulations put in place under the act aren’t always easy to implement or effective.

“It’s a rolling implementation, so it can be hard to know what you’re obliged to do at any particular moment,” Moran said.

“Some of the things that people are telling me is how can we improve that and ensure that everybody knows what they need to do to ensure that.”

The barrier issues she’s hearing about centres around public knowledge of the needs of the disabled and what needs to be done to make improvements.

“It’s a lot of just basic things about getting the word out,” she said.

The first review of the act was completed in 2010 and helped develop standards across the board, including employment, transportation and design of public spaces.

One in seven Ontarians have a disability, a number that’s expected to grow with an aging population.

Go see what else is being said at TB News Watch.

Halfway there
Trish Robichaud

As Ontario scrambles to enforce its accessibility legislation for the disabled, government documents show the province had a detailed enforcement plan ready almost two years ago.

“Clearly the bureaucrats had a plan. What happened to it? Where is the political will to enforce this legislation?” said lawyer David Lepofsky of the Accessibility for Ontarians with Disabilities Act Alliance.

Ontario vows to enforce accessibility law
Trish Robichaud