Advertising that is more accessible to visually and hearing-impaired consumers has come under the spotlight since Procter & Gamble committed to making their campaigns easier for such people to understand. Cost and complexity, the company says in an article posted on www.marketingweek.com, are not challenges. Will local brands be following in the footsteps of the FMCG giant? Reflecting on the SA market, Mike Beukes, executive creative director at Duke, says there are two sides to the story about inclusive advertising: the cynical version and the more idealistic one. “The cynical version – which I don’t support – is that in SA the overwhelming majority of those who are handicapped are also unemployed or retired. The sad fact is that it then follows that they also have limited spending power to support the brands that support the work we do. So the cynic might ask whether advertising really needs to be more inclusive when at the end of the day it’s about driving sales.”
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