Event taking place this Tuesday (12) brings the panels How do consumers with disabilities perceive your brand?; and Inclusive or exclusionary?
Based on the experience she had with her cousin Ana Luiza, who has Down syndrome, and the desire to have work dedicated to the cause of accessibility, publicist Ana Clara Schneider created, in 2016, the Sondery consultancy, specialized in creative accessibility. The company has already participated in campaigns with an inclusive vision for brands such as Lacta and Burger King, providing consultancy for the David agency, for example. The first case, Signs, shows the love story between a hearing person and a deaf person. And the second features a visually impaired character and, for the first time, open audio description in a Brazilian commercial.
The executive states that, despite the growth of diversity in advertising, the disabled are still the most timid group. It is urgent, but never a priority in communication, including in the development of products and services. It’s important, but when it comes to implementation it ends up at the end of the list, reflects the founder and executive director of Sondery.
With the aim of discussing issues such as The importance of representation and accessibility in advertising campaigns; How do consumers with disabilities perceive your brand?; and Inclusive or exclusionary? How to improve the consumer experience of your product or service, Sondery is holding this Tuesday (12), in partnership with ESPM, the 1st Advertising and Accessibility Meeting (EPA), in So Paulo.
The EPA will count on the presence of experts on panels to discuss issues related to the brand, advertising campaigns and consumer experiences of people with disabilities, not only as a target audience, but also as a way for them to feel included and represented in advertising. We will hold the event during the week of Consumer Day (15) to take advantage of the hook and question exactly which consumer we are talking about. Which consumer is represented? Which consumer accesses your brand, your event, your product?
The big barrier for advertising campaigns to be more inclusive and accessible is the attitudinal part, reinforces the executive. As a consultancy, we serve both agencies and brands. The idea is that Sondery is the safety cushion to resolve all doubts. We evaluate and make recommendations to see if the communication is not reinforcing stereotypes, for example. For each project, I assemble teams of consultants, who are people with different disabilities that make sense for that client and brief.
Read the full article in the propmark of 11 brown of 2024
