showREAL shows disability in a real, inclusive, conscious way
Valore D’s showREAL campaign: what is it and what does it involve?
“showREAL” is the digital social media campaign conceived and orchestrated by Valore D, Fondazione Diversity, OBE – Osservatorio Branded Entertainment and YAM112003, intended to break down stereotypes, change the narrative and promote an authentic representation of people with disabilities.
For a long time, disability has been neglected and described, if at all, through stereotyped, heroic or pietistic narratives that have very little to do with reality. This is where showREAL comes in, unmasking the fake narrative of advertising and driving a conscious change in the communications industry. The opportunity is both ethical and economic. Did you know that a more inclusive approach brings significant benefits to businesses? The Diversity Brand Index 2023 shows that in Italy 69% of the public are more inclined to engage with the most inclusive brands, and as many as 7 out of 10 recommend these brands, with an impact on turnover of +21%.
showREAL is constituted by social media content produced with input from three exceptional creators: Arianna Talamona, a paralympic swimmer and activist for inclusion and disability; Ludovica Billi, an expert trainer on accessibility, inclusion and deafness; and Marco Andriano, co-founder of a start-up that aims to make video games accessible to blind people.
In the videos, Arianna, Ludovica and Marco put themselves forward, demonstrating their skills to marketing departments and advertising agencies in the hope of being chosen from upcoming adverts.
This is how, by playing with the replacement of a simple vowel, showREELs becomes showREALs, offering a more accurate and inclusive portrayal of disability.
What social impact is showREAL having? Let’s take a look at some interesting facts and figures.
A digital campaign to reflect on the issue of the representation of disability in advertising and to promote a conscious change in the communications industry.
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