An Accessible Marketing Guide

An Accessible Marketing Guide

By Jennifer Tomkins
Jo Verrent


Explore 20 simple ways to make your marketing more accessible.

Accessibility most directly helps disabled and older people but, in fact, all audiences benefit from inclusive design: people watching videos on noisy trains need subtitles, simple use of English helps those who don't use it as their first language, and clear design aids readability for all. Around a billion people worldwide (that's 15% of the global population) have some form of impairment. Why would you want to miss out on this growing market?

There are always exciting and attractive ways to make your events, exhibitions and performances more accessible, and ultimately serve a more diverse audience. It's the same with your marketing.

So, let’s get started. Firstly, think about your audiences...
Now think about your marketing materials:

  • Can they be opened?
  • Can they be read?
  • Can people find the info they need (not just easily, at all)?
  • Can they be understood?
  • Is the event itself accessible?
  • Where are you distributing your materials: can they be found in the first place?

Not sure? We’ve pulled together 20 simple ways of making your marketing more accessible. A reference guide at the end tells you where you can get more information.

The Basics

‘Unfathomable marketing speak in standard print doesn’t become more readable in braille; it just takes you longer to get annoyed!’ Emma Bennison, Arts Manager, Australia

1. Get it right from the start
Access for disabled people is often about your organisation getting its main marketing materials right. It’s not just about alternative formats.

2. Don’t assume
Not all disabled people see themselves as disabled people. Loads don’t. Often older people, who have a range of impairments in relation to aging would never think to look at a page labeled ‘disability’, so don’t marginalise access information.

3. Mind your language
Get a language guide together so that everyone in your organisation uses the same words in the same context - and more importantly know why they are doing so. Disability Equality Training for your organisation will help this exercise.

In the UK, most of the arts sector find it more acceptable to say ‘disabled person’ than ‘person with a disability’.

Download the PDF guide to read more


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Resource type: Guide/tools | Published: 2016