Een markt voor diversiteit en inclusie?

Foto bij artikel
In het jaar 2019 vielen enkele campagnes op. In reclamebeelden kwamen personen met een zichtbare handicap in beeld. Kwamen zij louter omwille van hun handicap in beeld?

De reclame van bankier Hello bank toonde een skatende jongeman in een rolstoel.
 
De Instagrampagina van het onderbroekenmerk ES collection toonde een onderbroekenmodel met een prothese aan het onderbeen.
 
Ikea nam een kiekje. Op het kiekje staat een kind in een rolstoel tussen andere kinderen (in kleding van het huismerk).
 
Handiwatch merkt een evolutie op. Marketingbureaus en reclamemakers beginnen diversiteit op te pikken in hun beelden. Kent de zichtbaarheid van personen met een beperking in reclamebeelden een opstoot in 2019? Is zichtbaarheid van personen met een beperking een blijvend gegeven in reclamecampagnes? De toekomst zal dit uitwijzen.
Wat wel opvalt: de focus in de aangehaalde voorbeelden ligt op een fysieke beperking. De weergave gaat gepaard met een blanke huidskleur en mannelijkheid. Het belangrijkste: diversiteit begint erkenning te krijgen in campagnes van commerciële spelers.
 
We are here and we are visible!
 
Noem het bewustwording, omarming van diversiteit of uitstraling van een imago: beelden blijven bij!
 

Datum van publicatie in medium: 
17 december 2019 om
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