Bewilderment. Unease. “A bit of a stretch.” “It just rubs me the wrong way.” Those were some of the reactions from focus group participants shown fake ads for products like laundry detergent and cereal that prominently featured people with a disability.
The public rarely sees people with a disability featured in popular media, leading a group of disability-focused organizations from Canada and the United States to publish an open letter calling on the media to be more inclusive of people with disabilities. Launching on International Day of Persons with Disabilities, Tuesday, December 3, the campaign aims to change how people see disability by changing what they see in popular media. Currently, fewer than 3% of characters on North American television have disabilities and of these, 95% are played by able-bodied actors.
Integrated advertisement created by Wax, Canada for Calgary Society for Person with Disabilities, within the category: Public Interest, NGO.
Creative Director: Nick Asik
Design Director: Monique Gamache
ACD/Copywriter: Chris Lihou
Copywriter: Jordan Findlayson, Monica Sommerville
Art Director: Brad Connell, Sam Benesh
Production Artist: Thomas Turner, Tina Song
Director, Strategy: Greg Damus
Account Executive: Michala Allen
Production Company: 2 Words Productions
Director of Photography: Jay Lawrence, Tom Acton
Editor: Jay Lawrence
Camera Assistant: Mark Riddle
Audio: Dan Gretton
Audio Production: 6 Degrees
Audio Director: Dan McManus
Sound Engineer: Peter Irwin