Maltesers' World Braille Day Ad Normalizes Disability in Ads
Laura McQuarrie — January 18, 2017 — Marketing
For World Braille Day this year, Maltesers launched an entirely braille billboard with dots that remind of the shape of its confectionery treats.
With this billboard, Maltesers continues its efforts to better represent disability in the media and advertising industries. During the Paralympic Games last year, it launched three advertisements as part of its 'Look on the Light Side' campaign to focus on inclusivity. This included the first-ever television ad to be broadcast entirely in sign language.
In order to make the billboard accessible for all to experience, Maltesers is offering audio descriptions and translations on its official UK Facebook page. For those who are curious, the braille billboard of model Maltesers reads: "Caught a really fast bus once, turns out it was a fire engine. #LookOnTheLightSide"
With this billboard, Maltesers continues its efforts to better represent disability in the media and advertising industries. During the Paralympic Games last year, it launched three advertisements as part of its 'Look on the Light Side' campaign to focus on inclusivity. This included the first-ever television ad to be broadcast entirely in sign language.
In order to make the billboard accessible for all to experience, Maltesers is offering audio descriptions and translations on its official UK Facebook page. For those who are curious, the braille billboard of model Maltesers reads: "Caught a really fast bus once, turns out it was a fire engine. #LookOnTheLightSide"
Trend Themes
1. Inclusive Advertising - The braille billboard by Maltesers highlights the trend of inclusivity in advertising by normalizing disability.
2. Accessible Marketing - Providing audio descriptions and translations for the braille billboard showcases the trend of making marketing materials more accessible.
3. Multisensory Experiences - The combination of braille, audio descriptions, and translations on the billboard exemplifies the trend of creating multisensory experiences in advertising.
Industry Implications
1. Confectionery - The use of a braille billboard in the confectionery industry opens up opportunities for inclusive marketing and reaching a wider audience with visual impairments.
2. Media - The efforts by Maltesers to represent disability in media demonstrate the potential for disruptive innovation in the media industry by challenging traditional norms of representation.
3. Advertising - The use of braille billboards and multisensory experiences in advertising presents opportunities for creative and inclusive campaigns that appeal to a diverse audience.
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