FOCUSING ON DISABILITIES ENABLES WIN-WIN SITUATIONS
As China starts to edge away from the fantasy land of celebrity and KOL endorsements as the main marketing angle, some brands are putting more attention on real-world situations with initiatives that have the potential to make a real difference.
By turning attention towards people with disabilities, brands have the ability to create both awareness among wider audiences, and product solutions that can both assist and empower those that need them.
The win-win here is that the brand draws attention to worthy causes and ties its name to social issues in ways that will resonate with audiences – while at the same time, they’re helping highlight important issues for people with disabilities that can lead to real change in the way they are perceived, and the products that are created in the process.
REJOICE SPOTLIGHTS THE VISUALLY IMPAIRED
In support of World Blind Day 2021, Rejoice launched a social campaign called #MakeBeautyWithinReach to help amplify the voices of blind consumers.
The campaign showed the everyday inconveniences that blind people encounter, from dealing with guide dogs to navigating pedestrian areas, and being overly cared for by co-workers.
Rejoice also created a TVC performed by visually impaired people, with a theme that while blind people cannot see, they can still “feel beauty”. An accessible version of the TVC was launched simultaneously, with verbal descriptions of the images and subtitles added to ensure that the visually impaired could also feel the full content of the commercial.
The brand went a step further, taking part in a collaboration with People’s Daily Online to host a panel discussing the issues facing blind people – and called on other charities and media to support the development of public welfare for all.
USING WECHAT MINIPROGRAMS TO GIVE PRODUCTS A VOICE
Rejoice also developed an accessible WeChat Mini Program to help blind consumers. The “Simple Beauty” program features the voice of celebrity Li Jiaqi (Auston Li) to give voice descriptions, as well as skin and hair beauty tips.
TMALL LAUNCHES ONE SHOE PROJECT WITH FOOTWEAR BRANDS
Timed alongside the 11th National Paralympics, Tmall joined forces with the China Disabled Persons Press and Publicity Association and partnered with Reebok, Skechers, Samma, Haili, Jordan, ECCO and Camel Camel to bring attention to athletes with disabilities. The brands offered a single shoe, recognizing that these people have to buy one that they can’t wear.
