FEATURE

hiring disability-access managers, and images of disability popping up all over the place.

Using people with disabilities in campaigns can have its downside. For some companies—notably in the technology sector—disabled customers are welcome, but images of disabilities in ads certainly are not. Explains consultant Tobias, “There is a sense that to show your tech product being used by people with disabilities would stigmatize it” as a gadget made for the blind or deaf. Tech marketers believe that a product identified by its accessibility is “death” in the general market, confirms a source.