Goals and objectives
WHO IS CREA?
CREA, a feminist international human rights organization based in the Global South, aims to foster feminist leadership, challenge unjust power structures, and advocate for the human rights of structurally excluded individuals, including advancing sexual and reproductive freedom.
OBJECTIVE
For this story, CREA came to The New York Times to address the glaring oversight of disability rights and sexuality in mainstream discourse.
CHALLENGE
Despite incremental progress, the representation of disabled individuals in media remains dismally inadequate. Shockingly, only one in ten businesses surveyed regularly features persons with disabilities in their marketing communications.
HOW WE WORKED TO ACHIEVE THE OVERALL BUSINESS GOAL:
Our partnership aimed to confront this disparity head-on by amplifying the voices and experiences of disabled individuals and allies. Through shedding light on this marginalized topic, we sought to spark meaningful conversations, challenge societal norms, and drive tangible progress towards inclusivity and equity for all.
Given our challenge, design played a pivotal role in achieving our objectives. To ensure that our branded content in the Paid Post embodied the values of accessibility and inclusion, the T Brand Studio design team approached the web page with heightened attention to building an accessible user experience.
Moreover, we integrated artwork by artists with disabilities from the Global South throughout the Paid Post in an accessibility-first layout resembling a gallery. This approach was pivotal in granting these artists agency in representing themselves and their disabilities, thereby aligning with the overarching themes of agency and representation within our campaign.