Social media platforms present the biggest accessibility difficulties for people with any disability across four categories in a study by IPG Mediabrands Magna -- visual, hearing, speech and cognitive. "This audience is consuming a lot of content, so brands need to ensure they put in the work to make communications more accessible," says Magna Global's Kara Manatt.
NEW Survey Results: Beyond the Cookie Report How are marketers and publishers preparing for a post-cookie world? We surveyed 1,000 decision-makers to find out. Get a copy of "Beyond the Cookie: The Future of Advertising for Marketers & Publishers" from Lotame to learn how companies are preparing. Access the report here.
A "We Are Team USA" campaign from the US Olympic & Paralympic Committee celebrates the diversity of the athletes on and off the field. Social media content with #WeAreTeamUSA is included in a marketing campaign ahead of the Tokyo Games this summer.
Dove has teamed with Lizzo to promote its global campaign, "The Selfie Talk," which encourages parents to use the brand's "Confidence Kit" to address negative feelings girls might have about their appearance due to unrealistic portrayals and pressure on social media. A "Reverse Selfie" spot shows the amount of editing that goes into creating social selfies by reversing one girl's actions, and revealing the emotions that started the process.
Gonzalo Del Fa, president of multicultural for GroupM, says companies should always include diverse audiences in their marketing, not just during specific campaigns. "Don't take for granted that because you have a diverse and inclusive workforce, your brand is diverse and inclusive towards those consumers," Del Fa says.
Research by The Unstereotype Alliance and Kantar reveals that advertising that progressively portrays women and men performs better, and ads that have a higher "Unstereotype Metric" increase purchase intent, enjoyment and brand credibility. "When brands paint an inclusive and diverse picture of society, they play a role in redefining what is considered mainstream," says Unilever's Aline Santos, one of the founders of The Unstereotype Alliance.
MediaVillage and AdvancingDiversity.org have joined forces with the AAF to expand our programs focused on advancing advertising as a career opportunity for diverse high school and college students. AAF will be among the companies and organizations being inducted into the Advancing Diversity Hall of Honors at an immersive virtual event in the fall, which will help fund the AAF's successful investments in diversity and inclusion as drivers of business growth.
The AAF's Mosaic Awards honors brands, agencies and individuals for their unwavering commitment to diversity, equity and inclusion in advertising, marketing and media and for offering a voice to multicultural communities. This year's honorees include: BMW USA and Hill Holliday; Google, FCB and the Canadian Down Syndrome Society; dentsu; Twitter and Clear Channel Outdoor; Alex and Cathy Lopez Negrete, Adobe and 72andSunny L.A., GSD&M, and Jessica Bonello and Johnny Spagnuolo from the College for Creative Studies. Join us for the virtual celebration!