• by Larissa Faw , January 21, 2021

With 80% of Americans stating advertising is under-representative of certain groups, and individuals with disabilities and special needs ranking as the most under-represented group (34%), according to Voya Financial research, two agencies are helping their clients become more inclusive of this community.

IPG’s Current Global is releasing the “Accessible By Design” initiative anchored by a commitment that every piece of communication developed, curated or published on behalf of the firm and its clients will meet the “highest accessibility standards,” according to an agency representative. All content and campaigns will be designed from concept to delivery to be inclusive of people of all abilities, such as those with sight, hearing, speech and cognitive impairments.

The project will serve as a core  of Current Global’s client service offering, included within standard fee rates, and for most assignments will come at no extra cost. While this mission is currently offered solely to the PR shop’s clients, agency team members are meeting with sister IPG agencies to share their work and best practices. The shop is also offering clients an audit to determine the level of accessibility in an organization’s communication efforts and help them chart a path forward to increased inclusion.

Separately, Voya Financial is helping to increase the stark statistic that just 15% of marketers worldwide recalled people with disabilities being portrayed positively in their recent campaigns.

The financial company’s new campaign, developed by BBDO Atlanta, features talent with disabilities as well as talent with unique ties to the special needs community.

The “Growing Up” spot airs across major networks and is supported with social media. Voya is also continuing its Voya Cares program helping its employees and clients better serve people with disabilities. This includes customized financial planning solutions for the disabilities community, such as beneficiary considerations and account education, and working to advance disability legislation.