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Unilever’s Sure champions inclusive design in Metro, Telegraph, Guardian and Times

The coordinated print execution aims to push for better accessibility after the end of the Paralympics

Unilever’s Sure deodorant brand has taken to the pages of The Telegraph, Metro, The Guardian and The Times today in a coordinated print execution promoting inclusive design.

The pan-broadsheet push, devised by Wunderman Thompson, seeks to ensure inclusive design principles extend beyond the Paralympics in Tokyo to everyday life here at home.

Headlined ‘The world is a great place for people with disabilities’, the feel-good campaign addresses the uncomfortable truth that this is only true for Paralympians for two weeks every two years, with everyone else left to struggle on as before.

Addressing the elephant in the room via the small print, Sure write: “Yesterday, our elite para-athletes enjoyed fully-accessible living. Today, they return to a world that’s not designed for them. That has to change... Let’s design a fairer and more inclusive world together, one village at a time.”

The print messaging includes a QR-code linking to audio-description for those with visual impairments and supports the Sure Breaking Limits program to give young people a leg up to surmount societal barriers to staying active.

Bas Korsten, global chief creative officer at Wunderman Thompson, said: “15 percent of the world’s population has some form of disability. But despite that incredible number, the world hasn’t been designed to include the biggest minority out there. That’s why it’s so important that Sure is raising this issue and, together with partners, is doing something about it at scale.

“But it’s going to take a change in mindset for all of us to truly create a fairer and more inclusive world for everyone. Because ‘not inclusive’ is exclusive.”

Kathryn Swallow, global brand vice-president at Unilever, added: “No matter where you look, people with disabilities lack representation. They are judged for their differences. We’re aiming to change that. We hope that work such as this will inspire more brands to take an inclusive and accessible approach to ensure that people with disabilities have an equal playing field.”

Sure’s blanket newspaper ad dovetails with Unilever’s ‘Unstereotype’ mission, realized most recently by ‘Watch Me Move’, an inspirational short celebrating those who succeed in the face of a prejudicial society. By 2025 the consumer goods giant has committed to ensuring 5% of its workforce is represented by people with disabilities.

For its part, Wunderman Thompson prides itself on being the first agency to build an inclusive experience practice to help deliver accessible and inclusive products, services and communications such as boosting the visibility of female and non-binary business owners.

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