8 November
Broadcasting and Creative Industries Disability Network event to improve portrayal of disabled people in advertising
The European Association of Communications Agencies (EACA) and the Broadcasting and Creative Industries Disability Network (BCIDN), part of the Employers' Forum on Disability, are holding a breakfast briefing to promote the improved portrayal of people with disabilities in the media, specifically in advertising.
Peter Buchanan, Deputy Chief Executive of the COI and John Poorta, Vice Chairman of Leo Burnett London will present the background to the COI's document "Images of Disability", Caroline Waters, Director, People & Policy at BT and Sarah Watson, Planning Director at BBH will present case studies of recent campaigns for BT &38; Levis which have successfully incorporated people with disabilities and Jenny Stevens, Network Manager of BCIDN will share the media experience.
Although people with disabilities account for around 20 per cent of the population of an average Western European country, advertising's frequent emphasis on superficial bodily perfection has lead to the exclusion of people with disabilities from advertising images.
According to Dominic Lyle, Director General of EACA, advertising has an important role to play in the portrayal of people with disabilities in the media.
He says: “By including disabilities in its creative output, advertising will help society gradually come to recognise that disability is not limited to just a few people in an insubstantial minority but that it is a normal and substantial part of the society in which we live.
“Good disability images and well-produced advertisements are designed to promote brand loyalty and make a product more popular. Advertisers are beginning to realise that people with disabilities buy soap, milk, jewellery, use travel services, just like other consumers.”
The seminar will take place from 8.30 to 10.30 a.m. on Wednesday 22 November 2006 at the Institute of Practitioners in Advertising (IPA), 44 Belgrave Square, London S.W.1. It will be chaired by EACA President, Rupert Howell.
Ends
Notes
The aim of this seminar is to encourage advertisers and their agencies to cast people with disabilities more frequently in commercials and to help them to understand the sensitivities involved. EACA is also developing a guideline document for its members on the use of people with disabilities in advertising, which will be announced at the seminar.
The seminar is supported by the IPA and The Incorporated Society of British Advertisers (ISBA), who respectively represent the majority of agencies and advertisers in the UK.
Attendance is free, on a first come, first served basis. To reserve a place, please contact: dominic.lyle@eaca.be
For further information on the BCIDN contact manager Jenny Stevens by email jenny.stevens@employers-forum.co.uk
EACA has been an active supporter of the European Disability Forum and is currently on the steering committee of "Disability NGOs and Media working in partnership", an initiative to improve the portrayal of people with disabilities in 9 European countries, funded by the European Commission.
For further information on the Employers' Forum on Disability contact the Employers' Forum on Disability press officer Issy Rule
Issy RuleEmployers' Forum on Disability press office
Telephone: 020 7403 3020
Mobile: 07754 522 521
Email: issy.rule@employers-forum.co.uk
Web: www.employers-forum.co.uk