Decathlon's Ability Signs Reshape the Narrative around Disabilities
Colin Smith — June 30, 2023 — Social Good
References: rethinkideas
Ability Signs is a project by Decathlon, a sporting goods retailer, that aims to change how we see disability by reimagining the International Symbol of Access. The project created 25 different icons that depict the symbol with a sport, such as basketball, rugby, and tennis, to showcase the diversity and ability of people with disabilities. The icons are available for free download at the Ability Signs website, and can be used to edit existing signage or create new ones.
The campaign hopes to have a positive effect on society by promoting inclusion, empowerment, and respect for people with disabilities. By highlighting their abilities and passions, the campaign challenges the stereotypes and stigma associated with disability. The campaign also benefits Decathlon’s business by demonstrating its commitment to making sports accessible to all, regardless of discipline or proficiency. The campaign aligns with Decathlon’s mission and values, and helps to build trust and loyalty among its customers.
Image Credit: Decathlon, Campaigns of the World
The campaign hopes to have a positive effect on society by promoting inclusion, empowerment, and respect for people with disabilities. By highlighting their abilities and passions, the campaign challenges the stereotypes and stigma associated with disability. The campaign also benefits Decathlon’s business by demonstrating its commitment to making sports accessible to all, regardless of discipline or proficiency. The campaign aligns with Decathlon’s mission and values, and helps to build trust and loyalty among its customers.
Image Credit: Decathlon, Campaigns of the World
Trend Themes
1. Reimagined Iconography for Disabilities - Opportunity to disrupt traditional symbols of disability by showcasing the abilities and passions of people with disabilities through new iconography.
2. Promoting Inclusion and Empowerment - Opportunity to challenge stereotypes and stigma associated with disability by promoting inclusion, empowerment, and respect for people with disabilities.
3. Businesses Demonstrating Commitment to Accessibility - Opportunity for businesses to build trust and loyalty by demonstrating their commitment to making their products or services accessible to all, regardless of ability or proficiency.
Industry Implications
1. Sporting Goods Retail - Opportunity for sporting goods retailers to showcase inclusivity by providing accessible products and resources for people with disabilities.
2. Graphic Design - Opportunity for graphic designers to create new iconography that accurately represents the abilities and passions of people with disabilities.
3. Corporate Social Responsibility - Opportunity for businesses to incorporate ability-focused campaigns into their CSR initiatives, promoting inclusion and empowering people with disabilities.
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