The fun factor: marketing recreation to the disabled

American Demographics, Feb, 1998 by Dan Fost

Travel agent Perez says accessibility must be taken into account at every step of the way. "A lot of resorts think, `Okay, we made the room accessible,'" she says. "Actually, it's really important to make the bar accessible, and the swimming pool accessible. We want to go swimming, too. We drink, too."

By the same token, make advertising inclusive. "Ads that feature people with disabilities appeal to everyone," says the Packaged Facts report. "Able-bodied persons are not put off by seeing attractive people with disabilities in advertising."

Advertisers should keep images positive. "People with disabilities are very sensitive to being portrayed as dependent, vulnerable, or as objects of pity," says Packaged Facts. "Already well aware of the difficulties they face, they like to see images of themselves overcoming these difficulties, transcending their limits, and living life as other people do."

Whether fueled by the aging baby boom or by increased awareness thanks to the Americans with Disabilities Act, disabilities are coming out of the closet. "As attitudes improve and there's greater acceptance of people with disabilities, and we get to know each other, there's greater participation in all activities," says Alan Reich, president of the National Organization on Disability in Washington, D.C.

Reich uses a wheelchair, and says he particularly enjoys computers. With Dragon Naturally Speaking software, he can bypass the keyboard and compose out loud. "Isn't that incredible?" Reich says. "It goes at 110 to 115 words per minute. As it familiarizes itself with four voice, the accuracy increases. There are all kinds of things happening making life easier." With editing the software allows for about 60 words per minute.

Not to mention more fun. Dale Fiedler was a healthy young man when a car accident in Nebraska left him in a wheelchair. Six years later, at age 27, Dale lives at home. His father Fred is now director of the Alliance for Technology Access. He seeks to give his son as many recreational opportunities as possible, including river rafting and horseback riding. "We do a lot to look for things for him to do," says Fred Fiedler. The search is becoming more rewarding every day.

TAKING IT FURTHER

Packaged Facts published Marketing to Americans with Disabilities in February 1997; 641 Avenue of the Americas, Third FLoor, New York, NY 10011; telephone (212) 627-3228. The National Organization on Disability is at 910 16th Street, NW, Suite 600, Washington, DC 20006; telephone (202) 293-5960. The Alliance for Technology Access is a nationwide network of 41 community-based technology resource centers and 60 technology vendors and developers working to increase technology access for disabled people; 2175 East Francisco Boulevard, Suite L, San Rafael, CA 94939; telephone (415) 455-4575; Web site http://www.ataccess.org. Enable magazine is published by the American Association of People with Disabilities, 3657 Cortez Road West, Suite 120, Bradenton, FL 34210; telephone (888) 436-2253. WE magazine is Located at 495 Broadway, New York, NY 10012; telephone (212) 941-9500.