This Accessible Campaign Will Be Shown During the Paralympic Games
Mishal Omar — September 7, 2016 — Marketing
References: adweek
Chocolate brand Maltesers has created an accessible campaign that will be shown at the 2016 Paralympic Games.
The Paralympic Games are all about revealing the many capabilities of athletes with different disabilities -- showing the strength in individuals that by most standards are at a disadvantage physically. The Maltesers brand chose to create a series of commercials that reveal some problems that people with different disabilities may face and does so in a way that is humorous and relatable. The commercial that is made completely in sign language will be aired without subtitles during the games.
This accessible campaign works to bring forth some of the issues related to coping with disabilities in a way that is playful and lighthearted.
The Paralympic Games are all about revealing the many capabilities of athletes with different disabilities -- showing the strength in individuals that by most standards are at a disadvantage physically. The Maltesers brand chose to create a series of commercials that reveal some problems that people with different disabilities may face and does so in a way that is humorous and relatable. The commercial that is made completely in sign language will be aired without subtitles during the games.
This accessible campaign works to bring forth some of the issues related to coping with disabilities in a way that is playful and lighthearted.
Trend Themes
1. Accessible Advertising - Opportunity for brands to create campaigns that are inclusive and relatable to people with disabilities.
2. Humorous Disability Awareness - Using humor to address the challenges faced by people with disabilities and promote understanding.
3. Non-verbal Communication - Exploring the use of sign language and other non-verbal forms of communication in advertising.
Industry Implications
1. Food and Beverage - Opportunity for food and beverage brands to create inclusive advertising campaigns.
2. Entertainment - Opportunity for entertainment industry to incorporate disability awareness themes into their content.
3. Advertising and Marketing - Opportunity for advertising and marketing professionals to develop inclusive and relatable campaigns for clients.
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