Yes I Can: Marketing to People with Disabilities

Summary

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

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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:

• 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]

• 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]

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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:

• Population: Approximately 26% of North America's population over 15 years old lives with at least one disability.

• 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]

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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:

• 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]

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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:

1. Shot on iPhone Featuring Disabled Creators:

   • 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]

2. Apple Relay Race:

   • 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]

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:

• 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]

• 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.

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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:

1. 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]

2. 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]

3. 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.

4. Recognition: At the Cannes International Advertising Festival, McCann Tel Aviv received the Grand Prix trophy for their innovative and impactful work.

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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:

• 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]

• 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.

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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.

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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.

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This summary omits advertisements, intros, outros, and non-content sections to focus solely on the meaningful discussions and insights presented in the episode.

Transcript

[Terry O'Reilly]

Did you know that if you subscribe to our But Wait, There's More option, you get a bonus story in every episode of under the Influence. But Wait, There's More. For the price of a cup of coffee every month, you get early access so you hear every episode a full week before everybody else. Plus, you enjoy that episode ad free. Tsk, tsk. And by subscribing, you support our podcast. Just go to Apple Podcasts and subscribe to under the Influences. But Wait, there's more.

[LinkedIn Ad Voice]

Race the rudders. Race the sails. Raise the sails.

[Captain Voice]

Captain, an unidentified ship is approaching.

[Terry O'Reilly]

Over.

[LinkedIn Ad Voice]

Roger, wait. Is that an enterprise sales solution?

[Captain Voice]

Reach sales professionals, not professional sailors. With LinkedIn ads, you can target the right people by industry, job title and more. We'll even give you a $100 credit on your next campaign. Get started today at LinkedIn.com results. Terms and conditions apply.

[Hannah Berner]

Hi guys, it's Hannah from Giggly Squad with some around the corner. I wanted to tell you guys how I'm staying comfy and stylish. Lululemon is my secret weapon. There are plenty of copycats out there, but nothing compare the Lululemon fabrics and fit. I've literally had my pair of Lululemon leggings since college and I'm out of college. I know I don't look it, but I am. The quality is next level. I especially love the Lululemon Align collection. It's made with this weightless, buttery, soft nulu fabric that feels like next to nothing. It's so soft. Whether you're in Align pants, shorts, a bra, tank, skirt, a dress, you get non stop flexibility in every direction so you can stretch the summer limits. Align even wicks sweat and as a sweaty girl. I love this. You know it's going to be my best friend when I play tennis this summer. Shop the Align collection [e-mail] or your nearest Lululemon store.

[Paige DeSorbo]

Hi, it's Paige from Giggly Squad. Let's be real. Cat dads are in their golden era. Temptations, America's number one cat treat brand, is celebrating how seriously irresistible these guys are. They've got sensitivity, snack timing, precision, and their cats adore them. Add in a handful of Temptations treats and boom, you've got a certified cat dad. Show more love to the cat dad in your life with Temptations Cat Treats. And tag your fave moments with catdadsighting. You know we're dying to see them.

[Terry O'Reilly]

This is an Apostrophe podcast production. We're going to show you our big new Studebaker car. Mama mia, that's a spicy meatball. What love doesn't conquer al her will.

[Hannah Berner]

What a relief.

[Terry O'Reilly]

You'Re under the influence with Terry o' Violy. Have you ever heard of the curb cut effect? It's a phenomenon where accessibility features originally designed for people with disabilities unexpectedly benefit the broader population. The term curb cut effect specifically refers to gently sloping curbs on sidewalks that allow people to transition from the sidewalk to the street without tripping. Those curb cuts, which are now found at virtually every street corner and driveway, were originally designed to help people in wheelchairs and walkers. Before curb cuts, a 6 inch curb felt like Mount Everest to people with disabilities. But curb cuts weren't the only disability innovation we all now enjoy in our lives. Back in the early 20th century, people with motor skill disabilities had a very difficult time doing simple things like brushing their teeth. So in 1954, the Broxodent Electric toothbrush was invented to help people with limited strength brush their teeth. Today, most of us use electric toothbrushes, and in 2019, scientists found that people who use an electric toothbrush have healthier gums, less tooth decay, and keep their teeth longer than those who use a manual toothbrush. So if you have some gleaming chompers, you can thank people with disabilities. If you've ever enjoyed an audiobook, you can thank the foundation for the blind. Back in 1932, the foundation began recording books on vinyl records so blind people could listen as an option to using Braille. As technology advanced, it went to tape, then CDs, and and now you can store hundreds of hours of audiobooks on your smartphone. Last year, the global audiobook market was worth around $8 billion. Many inventions we now enjoy were created by disabled people. Ralph Teeter lost his sight at the age of five due to an accident. One day in 1936, Teeter was riding in a car with his lawyer, who had an irritating habit of accelerating and decelerating abruptly while talking. So Teeter later developed a device to maintain a car's speed without having to put your foot on the accelerator. So if you've ever cruised down the highway using cruise control, you can thank Ralph Teeter. In the early 1970s, the National Bureau of Standards in the US began experimenting with closed captioning. It placed a hidden time code on an unused part of the television signal. While it wasn't available to the public yet, it opened the door to the idea of sending captions to those with hearing impairments. In 1971, ABC began experimenting with transmitting captions and at a national conference on television for the hearing impaired. ABC showed a captioned episode of the Mod Squad TV series for the first time. Nine years later, abc, NBC and PBS transmitted closed captions on select programs and decoders went on sale to the public. Then in 1990, a bill was signed that required all television sets to have the built in capability for displaying closed captions. It was a milestone for deaf people. And by the way, Netflix recently discovered that 40% of its viewers use closed captioning all the time and 80% of its viewers use closed captioning at least once a month. So if you've ever switched on closed captioning to hear mumbling actors or characters with pronounced accents, you can thank people with hearing disabilities People with disabilities make up a large swath of the population. They are a segment that has historically been ignored by marketers. But lately some very smart advertisers have begun to include people with disabilities in their commercials. It's good business because disabled people have trillions of dollars to spend. And many of these commercials are also aimed at non disabled people. The goal? To disrupt their perceptions. You're under the influence Here are some interesting facts about the spending power of people with disabilities. Around 26% of the population over the age of 15 lives with at least one disability. That means 8 million people in Canada and 56 million Americans. The purchasing power of the disabled population in Canada is $55 billion. The purchasing power of American people with disabilities is 490 billion. And here's the thing. Disabled people are only represented in 1% of commercials. What smart advertiser would overlook a market worth over half a trillion dollars? Most advertisers, including people with disabilities in advertising isn't just a moral imperative, it's a business imperative too. Let's talk about the moral imperative first. Just over 25% of the population of North America lives with at least one disability. Yet they never see themselves reflected in commercials. You may think seeing people with various disabilities in commercials is just a money grab or it's a company being too woke, but it's not. When disabled people appear in commercials, they feel seen a valued part of the population. I saw a TikTok video recently of an 8 year old boy in a wheelchair. He was with his parents in Walmart. The little boy was looking up at an in store banner and couldn't believe his eyes. The boy in the banner was also in a wheelchair. And the ad wasn't four wheelchairs. It was just a regular ad for Walmart. But instead of being happy watching that little boy in the wheelchair point so excitedly at the poster, it was kind of heartbreaking. He was so excited because he had never seen someone like him in an ad before. The business imperative is obvious. There is half a trillion disposable spending dollars out there in the pockets of people with disabilities. Globally, it nears $18 trillion. According to research, 73% of people with disabilities are the head of the household and 48% are the principal shoppers. And people with disabilities show strong brand loyalty towards companies and products that exhibit the disabled in their marketing or are affiliated with disabled causes. Apple has done some excellent work around disability in both its products and its advertising. It has a long running campaign where people shoot Apple commercials on their iPhones. It's a way to demonstrate the broadcast quality of the iPhone camera and how easy it is to use. Recently, Apple launched two new shot on iPhone commercials featuring creators with disabilities. In this video, we watch a blind photographer.

[Ian Treherne]

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. Just lay your chin down for me. Tap, take picture. Speaking to the phone. Quite surprised and got to a point where I wasn't actually using my fingers anymore. Swipe right. It helps the next generation of photographers to actually think, you know what, if this guy is doing it, I'm going to pick up a camera and have a go myself. My name is Ian Treherne and I'm a professional vision impaired photographer.

[Terry O'Reilly]

By using Apple's accessibility features, Trehearn takes remarkable photos. He's even got a fascinating TED talk about his career. In another four minute Apple video. Eight athletes, four with disabilities and four without, compete side by side in a four stage relay race. The athletes with disabilities include a cyclist with an upper limb difference, a wheelchair racer, a low vision swimmer and a blade runner. The video shows all eight of the athletes using Apple devices in their daily routines. The only difference being the athletes with disabilities use Apple's accessibility features to navigate their training and their lives. As we watch the training footage, all eight athletes show the same grit, sweat, determination and sacrifice. Then comes race day. The first stage is a 400 meter sprint on the track between a runner and a blade runner. Then a 500 meter cycle race between a cyclist and a cyclist with an upper limb difference. Then a 50 meter freestyle swim between a swimmer and a visually impaired swimmer. Finishing back at the track with a 400 meter finale between a runner and a wheelchair racer. On your marks.

[Captain Voice]

Set.

[Terry O'Reilly]

And they're off. It's a remarkable race to watch. In each of the events, the athletes with disabilities are slightly behind at the beginning of the events. Then they start to gain on the non disabled athletes. Soon they were neck and neck. As we see them racing, we hear a voiceover from each of the athletes with disabilities.

[Eldar Yusupov]

As a kid all I wanted was.

[Captain Voice]

To run and race just like my friends.

[Hannah Berner]

I was never told you can't do this, you can't do that.

[Eldar Yusupov]

There's no difference between me and any other swimmer. When I get in the water I want to win.

[Terry O'Reilly]

When I am racing, I feel free. I feel powerful.

[Eldar Yusupov]

The track makes everyone equal.

[Terry O'Reilly]

In each of the races, the athletes all cross the finish line at roughly the same time. We lined up at the same line and we finished at the same line.

[Hannah Berner]

It was just a matter of who got there first.

[Terry O'Reilly]

It's an amazing film to watch and you can see it on YouTube by searching Apple Relay Race the interesting thing about Apple's accessibility advertising is that it doesn't just show people with disabilities doing extraordinary things. It also features them doing everyday, average things.

[Captain Voice]

I am the greatest.

[Terry O'Reilly]

I said that even before I knew I was. In another video titled the Greatest, a photographer with paralysis uses his voice to issue commands on his iPhone camera and later uses facial expressions on his Apple computer when formatting his photos. A scrunched nose tells the computer to pinch the picture. His raised eyebrows expands the photo. A blind pianist uses the accessibility features on his iPhone to identify objects, even helping him find the stage door at a theater. Two doors detected text to stage door four feet away and we see a deaf mother wearing an Apple watch that alerts her when her baby is crying. The entire video is set to music featuring Muhammad Ali's famous line I shook the world. The video garnered 16 million views in its first week on YouTube and won all the top trophies at advertising award shows. I shook the world. It is utterly inspiring. Unilever has launched an initiative that is a little different from Apple. It is boosting the number of people with disabilities behind the scenes in its advertising production crews. The initiative is called Believe in Talent. Advertising is a gigantic industry but was not really fit to accommodate people with disabilities. This initiative was to challenge harmful stereotypes that marginalized disabled communities. People with disabilities were put behind the camera on the sets of the commercial shoots and were incorporated into the post production editing process. What did Unilever discover? Its Chief Brand Officer said that disabled talent had phenomenal skills and creativity and produced outstanding content. Unilever has also produced an inclusive production toolkit to advise ad agencies how to include and support those with disabilities. The point wasn't just to get brownie points for including disabled creators, but rather to be more successful by doing it. When we return, an ad writer comes up with a selfish idea that helps people around the world.

[LinkedIn Ad Voice]

Race the rudders. Race the sails. Race the sails.

[Captain Voice]

Captain, an unidentified ship is approaching. Over.

[LinkedIn Ad Voice]

Roger, wait. Is that an enterprise sales solution?

[Captain Voice]

Reach sales professionals, not professional sailors. With LinkedIn ads, you can target the right people by industry, job title, and more. We'll even give you a $100 credit on your next campaign. Get started today at LinkedIn.com results. Terms and conditions apply.

[Hannah Berner]

Hi guys, it's Hannah from Giggly Squad with some around the corner. I wanted to tell you guys how I'm staying comfy and stylish. Lululemon is my secret weapon. There are plenty of copycats out there, but nothing compares to the Lululemon fabrics and fit. I've literally had my pair of Lululemon leggings since college. And I'm out of college. I know I don't look it, but I am. The quality is next level. I especially love the Lululemon Align collection. It's made with this weightless, buttery, soft nulu fabric that feels like next to nothing. It's so soft. Whether you're in Align pants, shorts, a bra, tank, skirt, a dress, you flexibility in every direction so you can stretch the summer limits. Align even wick sweat and as a sweaty girl, I love this. You know it's going to be my best friend when I play tennis this summer. Shop the Align collection [e-mail] or your nearest Lululemon store.

[Paige DeSorbo]

Hi, it's Paige from Giggly Squad. Let's be real. Cat dads are in their golden era. Temptations, America's number one cat treat brand, is celebrating how seriously irresistible these guys are. They've got sensitivity, snack, timing, precision, and their cats adore them. Add in a handful of Temptations treats and boom. You've got a certified cat dad. Show more love to the cat dad in your life with Temptations Cat Treats. And tag your fav moments with catdadsighting. You know we're dying to see them.

[Terry O'Reilly]

Eldar Yusupov is a 32 year old man with cerebral pain. Despite his disability, he is a fully functioning human. Except at home. I'll let Eldar explain it himself.

[Eldar Yusupov]

Hi, I'm Eldar, 32 years old. Although I have cerebral palsy, I do everything I can to conduct myself like everyone else. But in my own home, of all places, I'm surrounded with furniture crying out cripple. I'd like to sit on a regular sofa with without being afraid I won't be able to get up to open regular closet or even to turn on a regular lamp.

[Terry O'Reilly]

Eldar's own home is one of his biggest challenges. He also happens to be an ad writer at the McCann advertising agency in Tel Aviv and works on the IKEA account. There he came up with what he called a very selfish idea. He suggested IKEA make small changes to its furniture to help disabled people. But that wasn't so easy. IKEA is a global company with thousands of products. Redesigning those products in hundreds of stores was an impossible task. Ikea said the idea was admirable, but it was too complicated. It was never going to happen. So the advertising agency teamed up with two NGOs that specialized in creating products for people with disabilities. And together they came up with a number of add on items that could be attached to existing IKEA products without having to alter the existing furniture. These add ons were all designed to help people with disabilities use the furniture. For example, they created elevated legs that could be attached to sofas that allowed people like Eldar to get up off the sofa with confidence. Enlarged overlay buttons on lamps for easier access. Enlarged rings that can be attached to pillow and duvet zippers to allow for easy grabbing. The advertising agency also decided to create a room that showcased these add ons as if these products already existed in ikea. Then they invited the Ikea CEO to see the room. After six never going to happen meetings, the CEO looked at all the amazing add on solutions and said, oh my God, this is going to happen. With that good news, Eldar suggested a hackathon. So IKEA invited its engineers and people with disabilities to a seven day hackathon workshop. Together they looked at the furniture pieces and talked about the ways people with disabilities struggle with them. Then the engineers gathered all the information went away and instead of redesigning their furniture worldwide, they instead developed 13 new products that could be attached to the existing furniture. And each new product solved a disability issue. Like special handles for cabinets that are easier to grasp. Hooks that could be clipped to bed frames so people could rest their canes beside them for instant access. And gripper handles for shower curtains. All simple ideas that were smart, safe and affordable. Ikea Tel Aviv then began manufacturing the new add on items for the disabled. The project was called this Ables. The products were also made available on a thisables.com website and each product could be created with 3D printing. So anyone in the world could access them. There is also a section of disables.com where people with disabilities can point out a need and IKEA will try and come up with a Solution. People from 150 countries visited the website, even from countries that don't have Ikea stores. Then Ikea created the world's first accessible living spaces in their stores, showcasing the add on products attached to the regular furniture. The new products allowed people with disabilities to buy the same furniture as everyone else, but with the add on accessories that made them work in their everyday lives. In Israel, where this project originated, 10% of the population have disabilities, which translated into 900,000 people. Therefore, IKEA discovered an entirely new market. There was a 37% sales increase of products with these add ons and revenue increased 33%. As for Eldar, little did he know his selfish idea would help people worldwide. And at the Cannes International Advertising Festival that year, where the advertising world comes to compete, Eldar and his colleagues were called to the stage and given the Grand Prix trophy. It is the highest award given out to an advertising agency at the most prestigious ad award show in the world. When we come back, one of the most famous disability advertising campaigns in history.

[Naomi Ekperigin]

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[Adam Grant]

Hi, I'm Adam Grant, host of the podcast Work Life. For over 20 years, Paylocity has been simplifying work with innovative solutions that teams love. Like On Demand Payment, which offers employees access to wages prior to payday, flexible time tracking features which enable staff to clock in and out through their mobile device and numerous other cutting edge solutions that simplify collaboration across hr, finance and it. Learn more about how Paylocity can help streamline work and enhance business outcomes for your [e-mail] Simplified.

[LinkedIn Ad Voice]

Race the rudders. Race the sails. Race the sails.

[Captain Voice]

Captain, an unidentified traffic is approaching. Over.

[LinkedIn Ad Voice]

Roger, wait. Is that an enterprise sales solution?

[Captain Voice]

Reach sales professionals, not professional sailors. With LinkedIn ads, you can target the right people by industry, job title and more. We'll even give you a $100 credit on your next campaign. Get started today at LinkedIn.com results, terms and conditions apply.

[Terry O'Reilly]

Perhaps the most famous advertising campaign showcasing the amazing abilities of people with disabilities was for the Paralympics in 2012. It was produced by Channel 4 in the UK and was titled we're the Superhumans. The commercial focused on the disabled athletes as they trained, the obstacles they had to overcome and how they competed. The commercial was set to the Public Enemy song Harder Than youn 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.

[LinkedIn Ad Voice]

Thank you for letting us be ourselves.

[Terry O'Reilly]

So don't mind me if I repeat myself. This incredible commercial showed athletes with disabilities training with grit and determination. From one legged high jumpers to wheelchair basketball teams to blade runners. The ad even dared to show moments of how some became disabled either through birth, car accident or war. The commercial was honest, powerful and inspiring. Words on the screen said it's time to do battle. The moment this commercial reached the public, it gave Channel 4 in the UK its highest ratings in a decade and some of the highest in its history. Every four years, the superhuman campaign is refreshed. For the 2016 Paralympic Games in Rio, 140 athletes with disabilities were featured in a campaign titled Yes, I Can. That drum intro, by the way, was played by a drummer with no arms. He just used his feet. Then the orchestra kicks in and all the players are musicians with disabilities, including the singer in a wheelchair. Yes, I can. Suddenly yes, I can. Gee, I'm afraid to go on as.

[Hannah Berner]

Turned into Yes I can.

[Terry O'Reilly]

Then we see the athletes. While the commercial showed disabled athletes training and competing, it also showed people with disabilities doing everyday things like brushing their teeth, playing with their children, driving a car and tap dancing with prosthetic legs. Posters went up with lines like it's rude not to stare and the celebratory and provocative. To be a Paralympian, there's got to be something wrong with you. I can climb Everest, yes I can. The 22nd. The 2016 Paralympics in Rio smashed all TV viewing records. The uptick was monumental. It wasn't just a global sporting event, it was a social movement. The campaign not only changed perceptions around the Paralympic Games, it disrupted public opinion on the representation of people with disabilities. In the media. Four out of five people said their attitude towards disabled people had changed for the better. The press called the Games breathtaking and hugely influential. The 2020 Paralympics in Tokyo was viewed by a global TV audience of 4.2 billion. During the 2024 Paralympics in Paris, that number increased by 40%. People weren't tuning in to watch disabilities. They were tuning in to watch extraordinary athleticism. It showed the world that the athletes abilities were stronger than their disabilities. When people with disabilities do not see people that look and sound like them in the media or even in advertising, they are subconsciously told that they do not fit and do not matter. Recent research stated that only 1% of primetime commercials feature disability related themes or visuals. Most advertisers don't think to include people with disabilities in their ads, or if they do, they're afraid of getting it wrong so they don't do it. But the more the advertising industry chooses to do it, the more everyday those images will become. And that's a good thing. Advertising agencies need to be more open to hiring people with disabilities. The reason McCann Tel Aviv hired Eldar wasn't because he has a disability. They hired him because he's brilliant. The disability insight he has is just an added benefit. When it comes right down to it, disability is not a limitation but but a unique aspect of human diversity. Then there's the marketing reality. The number of people with disabilities around the world is greater than the population of China. Together they have over $18 trillion to spend. To ignore them is just bad business when you're under the influence I'm Terry O'Reilly. This episode was recorded in the Tear Stream Mobile recording studio producer Debbie O'Reilly chief sound engineer Jeff Devine under the Influence themed by Casey Pick, Jeremiah Pick and James Ayton. Tunes provided by APM Music Follow Me erryoinfluence this podcast is powered by acast. See you next week.

[Eldar Yusupov]

Fun Fact hi, this is Nagib from Toronto, Ontario. Stevie Wonder's first hit record Fingertips went to number one in 1963. Stevie was just 13 years old at the time.

[Hannah Berner]

Foreign.

[Adam Grant]

Hi, I'm Adam grand, host of the podcast Work Life. For over 20 years, Paylocity has been simplifying work with innovative solutions that teams love like On Demand Payment which offers employees access to wages prior to payday, flexible time tracking features which enable staff to clock in and out through their mobile device and numerous other cutting edge solutions that simplify collaboration across hr, finance and it. Learn more about how Paylocity can help streamline work and enhance business outcomes for your [e-mail] Simplified hi guys, it's Hannah.

[Hannah Berner]

From Giggly Squad with some around the corner. I wanted to tell you guys how I'm staying comfy and stylish Lululemon is my secret weapon. There are plenty of copycats out there, but nothing compares to the Lululemon fabrics and fit. I've literally had my pair of Lululemon leggings so since college and I'm out of college. I know I don't look it, but I am. The quality is next level. I especially love the Lululemon Align collection. It's made with this weightless, buttery, soft nulu fabric that feels like next to nothing. It's so soft. Whether you're in Align pants, shorts, a bra, tank, skirt, a dress, you get non stop flexibility in every direction so you can stretch the summer limits Align even wick sweat and as a sweaty girl, I love this. You know it's going to be my best friend when I play tennis this summer. Shop the Align collection [e-mail] or your nearest Lululemon store.

[Paige DeSorbo]

Hey, it's Paige from Giggly Squad. Let's talk about an elite green flag being a cat dad. Temptations, America's number one cat treat brand, is making 2025 the year of the Cat dad. And honestly, about time. Whether he's coordinating snack time with the meow schedule or or just vibing with his tabby, Temptation treats make cat dads even more irresistible to their cats and to us. For more information about Temptations Brand Cat Dads or to learn more about the brand, visit temptationtreats.com and don't forget to share your own CatDad sightings on social. We'll be scrolling.

[Terry O'Reilly]

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[Terry O'Reilly]

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[Hannah Berner]

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