As one of the most diverse and inclusive companies in the world, Procter & Gamble celebrates the International Day of Persons with Disabilities, anticipating Spanish legislation and becoming increasingly accessible to audiences with hearing or visual limitations.Procter & Gamble (P&G), manufacturer of well-known consumer products such as Ariel, Fairy or Dodot, consolidates its leadership in the field of inclusive advertising in Spain.
The company began this Saint Lucia Email List journey in 2018 with the first audio-descriptive advertisement ever issued in Spain; a Dodot brand ad that opened a new era in terms of accessibility for the visually impaired. Since then, P&G has not stopped expanding the inclusiveness of its advertising, which already integrates audio-description or subtitles in the spots of other of its brands such as Gillette, Oral B, Pantene, Ausonia, Fairy or H&S, among others.Thus, the company anticipates Spanish legislation and has already issued, since June of this year, 32% of its ads with audio-description and 42% with subtitles, making this content available to audiences with some type of limitation visual or auditory.
Along these lines, P&G maintains the goal of including subtitles in 80% of its ads and descriptive audio in 60% of them by July 2021 and also intends to include these tools in all of its ads by mid-2023, projecting outwards the values of inclusion and diversity that it promotes internally in order to exert a positive impact on society.In addition, given its large size as an advertiser on the national scene, P & G’s commitment to inclusive advertising has managed to lay the foundations for diversity within the advertising industry.
In this way, the company is already working to achieve this positive influence in scenarios that go beyond traditional television, such as subscription channels or the digital environment.In this sense, P&G celebrates the arrival of the International Day of Persons with Disabilities with an internal event in which those responsible for the corporate inclusive advertising project will share with the entire team the company’s progress in terms of diversity and inclusion in the field advertising. For Javier Riaño, vice president of marketing and senior director of the Beauty category at P&G, “the inclusion of people with disabilities is one of the essential values of our company and that is how we want to materialize it both internally, in the face of our teams, and externally, through our advertising.