24 on screen
Although 24% of Brits have a disability, only 4% of TV ads feature disabled characters
This Paralympic Games Channel 4, Purple Goat and Bupa are partnering on a mission to change this.
The mission
We believe that representation of the disabled community is a fundamental part of inclusion, and that the UK advertising industry can do more to show the true diversity of the UK population on our screens.
Together we’re developing tools and training to equip agencies in the advertising industry to craft diverse and disability-inclusive content and campaigns. Ultimately, this work aims to drive long-lasting change in terms of disability representation on-screen and behind-the-camera.
We’ll be asking agency partners to commit to measuring their progress year on year, with the ultimate goal of changing representation of the disabled community in TV adverts from 4% to 24% by the next Paralympic Games.
What tools and training are being developed?
Using their extensive experience of consulting for some of the UK’s best-known brands and agencies, Purple Goat will develop a handbook that covers key topics that tangibly improve inclusion on and off-screen.
Purple Goat will also conduct practical workshops to upskill partners on the handbook material, providing the opportunity to address core challenges and barriers to inclusion faced by agencies in their day to day work.
Who are Purple Goat?
As the world’s only disability-led, disability-focused marketing agency, Purple Goat’s mission is to authentically represent and empower the disabled community, driving innovative, inclusive marketing and advertising campaigns that resonate with diverse audiences.
How can I find out more?
If you work in the advertising industry and would like to find out more about the handbooks and training for your agency please get in touch with Purple Goat:
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