Seniors, Wellness and Social Development
October 22, 2015

Furthering the Status of Persons with Disabilities

$50,000 Investment Helps Launch Media/Marketing Inclusion Project

The Provincial Government is partnering with the Coalition of Persons with Disabilities (the Coalition) to implement a media and marketing project designed to create more positive perceptions of persons with disabilities throughout Newfoundland and Labrador. The project, entitled Creating a Positive Image of Disability through Marketing and Media, is being supported through a $50,000 Provincial Government investment.

�The project is about providing media and marketing professionals with a broader understanding of the nature of disability, and then using their expertise to help challenge negative stereotypes. A big part of that is ensuring that people with disabilities are seen � on posters, on billboards, in brochures, in news stories and so on. Not just when the subject is disability. All the time. That�s real inclusion, and that�s where we want to be as a society.�
- The Honourable Clyde Jackman, Minister of Seniors, Wellness and Social Development and Minister Responsible for the Status of Persons with Disabilities

The project will focus on the development of workshops and an accompanying toolkit for those working in the sector that will focus on sensitivity awareness, respectful language, clear language and clear print guidelines. There will also be real examples of positive images and portrayals of persons with disabilities. The project will lay the groundwork for an upcoming social media campaign designed to combat negative stereotypes around disability.

�We know that words are powerful � and that a picture says a thousand words. Every day the media and marketing sectors use words and images to share information with us. Every day they have an opportunity to share powerful stories that can shape and inform our attitudes and opinions about persons with disabilities. We want to tap into that. Ultimately, the goal is to create more positive portrayals of persons with disabilities.�
- Kelly White, Executive Director, Coalition of Persons with Disabilities-NL

The Coalition also took the opportunity to announce an upcoming photo contest, designed to build a collection of powerful, respectful, inclusive images, taken by local photographers. For more information, visit: //codnl.ca/ .

The development and implementation of a social media campaign to challenge negative stereotypes around disabilities is one of 43 commitments in the action plan for Access. Inclusion. Equality � A Provincial Strategy for the Inclusion of Persons with Disabilities. For more information on the action plan and strategy, see: //www.swsd.gov.nl.ca/disabilities/isap.html.

QUICK FACTS:

• The Provincial Government is partnering with the Coalition of Persons with Disabilities to implement a media and marketing project designed to create more positive perceptions of persons with disabilities throughout Newfoundland and Labrador.
• The project, entitled Creating a Positive Image of Disability through Marketing and Media, is being supported through a $50,000 Provincial Government investment.
• The project will focus on the development of workshops and an accompanying toolkit for those working in the media and marketing sectors that will focus on sensitivity awareness, respectful language, clear language and clear print guidelines.
• The project will lay the groundwork for an upcoming social media campaign to challenge negative stereotypes around disability.
• The development and implementation of a social media campaign to challenge negative stereotypes around disabilities is one of 43 commitments in the action plan for Access. Inclusion. Equality � A Provincial Strategy for the Inclusion of Persons with Disabilities. For more information on the action plan and strategy, visit: //www.swsd.gov.nl.ca/disabilities/isap.html.

- 30 -

Media contacts:

2015 10 22                             10:05 a.m.