Is Accessibility Just the ‘Cause du Jour’ at This Year’s Cannes Lions, or Is Real Change Ahead?

Advertisers are doing more than ever to address the disabled community, but there’s a long way to go

(L. to r.) Microsoft's 'Changing the Game,' Tommy Hilfiger Adaptive's 'Independence' and Ikea Israel's ThisAbles are all vying for Lions this year. Microsoft, Tommy Hilfiger, Ikea

Perhaps the biggest discernible trend at this year’s Cannes Lions is accessibility. Take a look at the short list for this year’s Innovation award and you’ll see that nearly half (12, to be exact) of the 25 campaigns in the category address the issue in some capacity.

@Minda_Smiley Minda Smiley is an agencies reporter at Adweek.