Honey Maid's Latest Wholesome Family Features a Disabled Aunt and Her Niece

Honey Maid's campaign featuring inclusive depictions of American families moves forward today with a spot showing a disabled aunt and her niece making apple and cheddar melts together on their graham crackers. It's a simple, quiet 30-second spot, Cheerios-like both in its simplicity and its unspoken embrace of all types of families. Honey Maid has become one of the most famous brands embracing such diversity in its ads with same-sex couples, mixed-race, blended and immigrant families, and more. The aunt in the ad is Stephanie Woodward, a disability rights lawyer and activist who is currently director of advocacy at The Center for Disability Rights. She signed on for the project, Honey Maid says, because she—and many in the disabled community—want real disabled people featured on TV and in the media, not actors playing disabled people. Here is the 30-second online version of the spot: Woodward was also drawn to the simple realism of the ad in a media landscape where disabled people are often portrayed "in either a pity or a superhero light." (By the way, while there is much debate around the language of disability, Woodward prefers the term disabled person to person with a disability. "I am a proud disabled woman and prefer not to identify with 'people first' language as it separates me from my disability identity," she says.) The latest spot coincides with this weekend's 25th anniversary of the signing into law of 1990's Americans With Disabilities Act. Honey Maid says the ad is also one of the first to include audio descriptions on the 15-second TV version—describing what's happening on screen for blind and low-vision audiences—along with standard closed captioning. The audio description spots will air on NBC and ABC networks only (NBC, Bravo, E!, Oxygen, ABC). The general spot will air on Nick@Nite, Lifetime, LMN and CBS. "The 'This Is Wholesome' campaign launched in March 2014 and has been committed to featuring a cross-section of the American family," says Gary Osifchin, portfolio lead for biscuits at Mondelēz International. "From a same-sex couple and single dad, to a mixed-race military family, a blended and an immigrant family, the sweet moments between a disabled aunt and her niece are just another example of Honey Maid's commitment to feature real American families and the wholesome connections they share." Here is the 15-second TV version: CREDITS Client: Honey Maid, Mondēlez International Senior Director, Biscuits North America: Gary Osifchin Senior Brand Manager: Mikhail Chapnik Senior Associate Brand Manager: Jared Moran Campaign: "This Is Wholesome" Title: "Honey Maid: How to Make Apple & Cheddar Melts" Agency: Droga5 Creative Chairman: David Droga Chief Creative Officer: Ted Royer Executive Creative Director: Kevin Brady Associate Creative Directors: Tara Lawall, Devon Hong Copywriter: German Rivera Hudders Art Director: J.J. Kraft Chief Creation Officer: Sally-Ann Dale Associate Broadcast Producer: Goldie Robbens Global Chief Strategy Officer: Jonny Bauer Group Strategy Director: Matt Springate Senior Communications Strategist: Taylor Hines Senior Social Strategist: Kat Popiel Social Media Manager: Rob Engelsman Data Strategy Director: Katty Lein Data Strategist: Annie Corbett Group Account Director: Brett Edgar Account Director: Amanda Chandler Account Manager: Jasmine McDavid Associate Account Manager: Amy Rosenberg Project Manager: Andra Johnson Production Company: Variable Director: Jonathan Bregel Director of Photography: Stuart Winecoff Executive Producer: Tyler Ginter Producer: Alex Friedman Production Supervisor: Paige DeMarco Editing, Postproduction, Audio: D5 Studios Music: De Wolfe Music

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Honey Maid's Latest Wholesome Family Features a Disabled Aunt and Her Niece

Newest inclusive Droga5 spot

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