UK: Mars praised by disability rights groups for inclusive braille advertising
Author: Natasha Hinde, Huffington Post (UK), Published on: 11 January 2017
"Maltesers Unveil Braille Advert With A Humorous Hidden Message", 6 Jan 2017
Maltesers has been praised for an ‘innovative’ advertisement which sees its round chocolates fashioned into braille text on a bus stop poster...An audio message accompanies the poster and directs people to Maltesers’ Facebook page, where the message is translated so that sighted people can understand it...The advert has been hailed by charity Scope as an “innovative billboard”, which is helping to normalise disability. “Disabled people often tell us they rarely see their lives reflected in advertising campaigns and the media and that mainstream advertising remains inaccessible – this innovative billboard challenges both issues,” said the charity’s head of marketing Danielle Wootton...The poster...was unveiled as part of World Braille Day this week. Michele Oliver, vice president of marketing at Mars Chocolate UK, said: “As one of the UK’s biggest advertisers, we have a responsibility and a role to play in championing greater inclusivity in our advertising and communications...“This small-scale activation is a natural next step in our ambition to get closer to our consumers; by normalising disability in advertising and communications”...It’s not the first time Maltesers has been praised for its inclusive advertising...
Related companies: Mars