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Bias in marketing, it happens How do we mitigate it?

Bias in marketing, it happens How do we mitigate it?. BIAS IN MARKETING. Jen Wilburn, LMHC, CIC Accessibility Consultant, Florida Blue.

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Bias in marketing, it happens How do we mitigate it?

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  1. Bias in marketing, it happens How do we mitigate it?

  2. BIAS IN MARKETING Jen Wilburn, LMHC, CICAccessibility Consultant, Florida Blue • How to effectively use authentic disability-friendly images and language in advertising that will appeal to potential customers with and without disabilities. • Creative images of people with disabilities and positive language that shatter common biases. • Strategies for testing images and content perspectives by leveraging community partners and your ERG.

  3. Authentic Disability-friendly Language/Images in Advertising • What is it and how do we find it? • The voice and experience of the person with a disability • The correct terminology; transcends stereotypes • Represents the whole person • What it’s not? • The unintentional reflection of social and personal biases (i.e. objects of pity, burdens, lazy, self-inflicted, unable, childlike, special, inspirational) • Often seen in caregiving, drug and rehabilitation, mental health, youth programs, health and wellness

  4. Shattering biases with Creative Images/Content

  5. Shattering biases with Creative Images/Content

  6. Leveraging Community Partners & PWD ERG for Feedback • Does your social media elevate, normalize and support PWDs (including shared articles by other sources)? • What do your community partners want to see/what messages are important to them? • What do you want to reinforce about the position your company takes and feels about PWDs? • Are you being mindful of the full spectrum of disabilities (physical, physiological, and psychological)? • Check the temperature of your advocacy efforts with employees or members with medical conditions.

  7. Meijer See The Able – Not The Label

  8. Meijer Overview

  9. Diversity & Inclusion At Meijer Rick Keyes, CEO

  10. Our Journey

  11. ESPN ENABLED How ESPN Helps Mitigate Disability Bias in Storytelling • ESPN The Mag: Body Issue • Editorial Guide • E:60 Features • Disability Content Committee • ESPN ENABLED Sizzle Reel

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