Digital marketing

Digital marketing (content creation, social media, email) is generally how people with disability come across tourism products and services of interest. Tangible examples of how small businesses can make their social media and email content disability friendly include:

• Featuring experiences of people with disability as content (videos, images, voices)
• Adding Alt Text to all posts containing an image
• Including Image descriptions where applicable
• Including captions on all video content
• Avoid using strobing, flashing or ‘slam’ transitions in videos
• Use Camel/Pascal Case Hashtag
• Limit the use of emojis (they are distracting for people who use screen readers)
• Limit use of memes (screen readers have trouble reading them)
• Providing transcripts where required
• Write accessible text (plain language, font choice, limit all caps or alternating caps)
• Left align text if possible to ensure readability
• Using inclusive language and avoiding ableist language

Advertising

Whether it be flyers, posters, online, outdoor or radio, in the context of disability inclusion, this means creating campaigns that are accessible to everyone. It is about extending the welcome mat to all, and making them feel seen, heard, and valued.

• Representation – authentic representation is at the heart of inclusive marketing. Feature individuals with disability in your advertising campaigns. This not only showcases a commitment to diversity but also creates relatable content for a broader audience. Remember, representation should be respectful, accurate, and reflective of real-life experiences.
• Inclusive language – be mindful of the language you use in your marketing. Avoid stigmatising or exclusionary terms and stereotypes. Instead, use positive and empowering language that respects the dignity and capabilities of people with disability. Additionally, use ‘Easy English’ to ensure you messaging is understood by many. Learn more about Easy English here.

Business signage

To create accessible signage for a small business, consider the following key actions:

• Use clear, legible fonts for all text, ensuring visibility for people who are blind or have low vision.
• Position signs thoughtfully to be accessible to individuals in wheelchairs.
• Employ high-contrast colour schemes to aid those blind or have low vision, or colour blindness.
• Incorporate universally recognisable pictograms and icons.
• Add Braille to signs for individuals who are blind or have low vision.
• Consider audio signage to assist those who are blind or have low vision.