In today’s modern world, advertising has become an all-pervading part of our lives. Whether we are browsing the internet (there are Google ads), simply strolling down the street (we meet electronic billboards and signposts and even get to see people sharing bulletins), or watching television, we are constantly exposed to different types of advertisements. Indisputably, these advertisements have a deep impact on our perceptions, choices, and beliefs. As such, the advertising industry all over the world must take accountability for including children with disabilities in advertising campaigns to reflect not just the reality of society but also to help break down stereotypes and stigmas while connecting people to products and services innovatively and compellingly.
Advertising is a powerful medium. Yes, it is! And it possesses the ability to shape cultural norms, influence the way consumers behave, and also reflect societal values. The influence of advertising is not limited to the realm of buying and selling; it extends to the way we perceive ourselves and others, the way we view human abilities, and how we understand inclusivity. It is therefore very important that advertising reflect the diversity and inclusivity that exist in our humanity, allowing everyone to display creativity in their various abilities.
One of the fundamental principles of advertising is reaching a heterogeneous group of people. As rightly pointed out, this audience consists of people from different backgrounds, abilities, genders, and ages. To satisfy such a wide demographic, it is essential that advertisements respect and represent the richness of this diversity by accurately and respectfully portraying persons (children) with disabilities. In a world that is progressively unified and sensitive to issues of equality and representation, ignoring this fact can lead to severe consequences for products, services, ideas, and society at large.
All-encompassing advertising goes beyond merely showcasing diverse faces in advertisements. It involves understanding and appreciating the distinctive, amazing perspectives and experiences of children with disabilities within society. By doing so, advertisers can fashion content that perfectly resonates with the emotions and values of their target audience, fostering a sense of belonging, inclusion, and trust. Furthermore, inclusive advertising promotes compassion and understanding among people, encouraging them to embrace the differences that make our society vibrant and dynamic. That’s why the Advertising Regulatory Council of Nigeria (ARCON) has continuously strived to promote accountable and ethical advertising practices in Nigeria, acting as the conscience of society and watchdog for consumers to check all forms of misleading statements. These false testimonials make people make wrong purchase decisions, visual and verbal exaggerations, misleading offers, suggestions, or pictures that are unpleasant to public decency. But there’s more to that. ARCON needs to raise the banner of inclusion in the Nigerian advertising industry to foster inclusion and diversity because every child deserves to see themselves reflected in the media, exploring the world of advertising. So let’s create an advertising world where all children, including those with disabilities, feel seen, valued, and celebrated.
To sum up, advertising has the unique power to mold public perceptions perfectly and influence societal change. Given its far-reaching impact and values on products, services, and ideas, it is unavoidable for the advertising industries worldwide to adopt a responsible approach. By creating respectful and inclusive advertisements, children with disabilities will uncover different kinds of creativity. The advertising industry can foster a more inclusive and accepting society that celebrates the diversity of the human experience. This, in turn, benefits both brands and consumers, as it paves the way for a more equitable and harmonious world where everyone’s voice and perspectives can be loudly heard and respected. It is high time for advertisers worldwide to recognize the importance of differently abled children and the profound impact they can have on different products and services. Inclusion is not just a word; it’s a commitment. And advertising needs to represent the power of acceptance.
