Under the Influence with Terry O'Reilly
Episode: Yes I Can: Marketing to People with Disabilities
Release Date: June 7, 2025
Host: Terry O’Reilly
Network: Apostrophe Podcast Network
Introduction to Disability Marketing
In this compelling episode, host Terry O'Reilly delves into the often-overlooked market segment of people with disabilities. He highlights the vast purchasing power of this demographic and underscores the moral and business imperatives for including them in advertising strategies.
Key Insights:
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Curb Cut Effect: O'Reilly introduces the concept, explaining how accessibility features initially designed for individuals with disabilities benefit the broader population. For instance, curb cuts aid not only wheelchair users but also parents with strollers and travelers with luggage.
"The curb cut effect specifically refers to gently sloping curbs on sidewalks that allow people to transition from the sidewalk to the street without tripping." [03:12]
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Historical Innovations: Many everyday tools originated from the needs of people with disabilities, such as the electric toothbrush and audiobooks.
"If you have some gleaming chompers, you can thank people with disabilities." [08:05]
Economic Power of the Disabled Community
O'Reilly emphasizes the significant economic influence of people with disabilities, noting that they possess trillions of dollars in spending power globally. Despite this, they are drastically underrepresented in mainstream advertising.
Statistics Highlighted:
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Population: Approximately 26% of North America's population over 15 years old lives with at least one disability.
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Spending Power: In the U.S., the purchasing power of people with disabilities reaches up to $490 billion.
"Disabled people have trillions of dollars to spend." [09:45]
Moral and Business Imperatives
O'Reilly argues that including people with disabilities in advertising is not only ethically right but also a strategic business decision. Representation fosters a sense of belonging and recognition among disabled individuals, while also opening up a lucrative market for advertisers.
Notable Anecdote:
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TikTok Impact: A heartwarming story shared by O'Reilly recounts an 8-year-old boy with a wheelchair who was deeply moved to see himself represented in a Walmart advertisement.
"He was so excited because he had never seen someone like him in an ad before." [10:15]
Successful Campaigns and Corporate Initiatives
The episode showcases exemplary efforts by major brands like Apple and Unilever in incorporating accessibility and disability into their marketing strategies.
Apple's Accessibility Advertising
Apple has been a frontrunner in showcasing the capabilities of people with disabilities through their advertising. O'Reilly discusses two significant campaigns:
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Shot on iPhone Featuring Disabled Creators:
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Ian Treherne: A visually impaired photographer who utilizes Apple's accessibility features to capture stunning photographs.
"For my photography, it tends to represent how I see visually because I'm 95% blind and I have a small window sight in the middle." [11:52]
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Apple Relay Race:
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A four-stage relay race featuring eight athletes (four with disabilities and four without) demonstrating determination and the effectiveness of Apple's accessibility tools.
"It's an amazing film to watch." [15:11]
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These campaigns not only highlight the athletes' extraordinary abilities but also depict them engaging in everyday activities, thereby normalizing disability representation.
Unilever's Believe in Talent Initiative
Unilever took a different approach by focusing on inclusivity behind the scenes:
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Inclusive Production Crews: By integrating people with disabilities into their advertising production teams, Unilever challenged harmful stereotypes and harnessed unique creative talents.
"When disabled talent are incorporated, they produced outstanding content." [17:15]
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This Ables Project: Collaborating with NGOs, Unilever developed add-on products for IKEA furniture, making them more accessible without altering the original designs. This initiative led to significant sales and revenue growth.
Case Study: IKEA and Eldar Yusupov
One of the episode's standout segments features Eldar Yusupov, a 32-year-old man with cerebral palsy and an ad writer at McCann Tel Aviv. Eldar's "selfish idea" to make IKEA furniture more accessible led to a groundbreaking collaboration between the advertising agency, NGOs, and IKEA.
Journey Highlights:
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Initial Proposal: Eldar suggested small modifications to IKEA's existing furniture to aid people with disabilities. IKEA initially found the idea admirable but logistically challenging.
"I suggested IKEA make small changes to its furniture to help disabled people. But that wasn't so easy." [21:11]
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Collaborative Solutions: Through a hackathon, 13 new add-on products were developed, such as elevated sofa legs and enlarged lamp buttons, which were affordable and easy to implement.
"These add-ons were all designed to help people with disabilities use the furniture." [22:05]
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Global Impact: The initiative, branded as "This Ables," not only increased IKEA's sales by 37% but also expanded their market reach by catering to a previously underserved demographic.
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Recognition: At the Cannes International Advertising Festival, McCann Tel Aviv received the Grand Prix trophy for their innovative and impactful work.
Iconic Advertising Campaigns
O'Reilly highlights some of the most influential advertising campaigns that successfully showcased the abilities of people with disabilities.
Channel 4's "We're the Superhumans" (2012 Paralympics)
This groundbreaking commercial emphasized the athletes' training, challenges, and triumphs, set against the backdrop of Public Enemy's "Harder Than I Think."
"The ad told you to forget about everything you thought you knew about strength and to forget everything you thought you knew about humans and introduced you to the superhumans." [27:58]
Impact:
- Achieved Channel 4's highest ratings in a decade.
- Launched a social movement that significantly improved public perceptions of disabilities.
Paralympics Campaigns (2016 Rio & Beyond)
Each Paralympic cycle saw more ambitious campaigns:
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2016 Rio - "Yes, I Can": Featured athletes with disabilities excelling in their sports and engaging in everyday activities, redefining societal views on disability.
"It wasn't just a global sporting event, it was a social movement." [29:50]
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Subsequent Paralympics: Continued to break viewership records and further normalize the representation of disabilities in media.
Overall Impact:
- Media Representation: From 1% to increased visibility, shaping a more inclusive media landscape.
- Public Perception: Four out of five people reported a more positive attitude towards disabled individuals post-campaigns.
Conclusion: Embracing Disability as Diversity
Terry O'Reilly concludes by reiterating that disability should be viewed not as a limitation but as a unique aspect of human diversity. He emphasizes the vast economic opportunities and the positive societal impact of inclusive marketing.
"Disability is not a limitation but a unique aspect of human diversity." [33:00]
Final Takeaways:
- Market Potential: With over $18 trillion globally, the disabled population is a formidable market that cannot be ignored.
- Representation Matters: Authentic and inclusive representation fosters inclusion and drives business success.
- Actionable Steps for Advertisers: Hire talent with disabilities, collaborate with organizations, and develop products and campaigns that genuinely address and celebrate diversity.
Closing Remarks: This episode of Under the Influence serves as a powerful reminder of the importance and benefits of inclusive marketing. By embracing diversity and understanding the needs of people with disabilities, advertisers can not only drive business growth but also contribute to a more equitable and representative society.
This summary omits advertisements, intros, outros, and non-content sections to focus solely on the meaningful discussions and insights presented in the episode.