Capaxia launches campaign on disability in Mexico

Capaxia, a consulting firm that provides tools and information to develop an inclusive and diverse culture in Mexico, launched the “Making a Mark” campaign last week. This initiative invited companies and brands to join forces to give visibility to a population often overlooked in the country: people with disabilities.

Globally, 16% of people live with some form of disability, which equates to 1.85 billion people with considerable purchasing power – a population larger than China and the European Union combined. In Mexico, according to INEGI, there are more than 22 million people with some type of disability.

Making a Mark

The “Making a Mark” campaign is based on the premise that current advertisements are missing an opportunity. In fact only 8% of companies include people with disabilities in their marketing and advertising messages. Brands are missing the opportunity to target this population with a different narrative and tone. According to the press release “treating them as potential customers and consumers rather than presenting them solely from a charity perspective”. Additionally, according to a 2021 Kantar report, 65% of consumers consider it important for brands to actively promote diversity and inclusion.

During the campaign launch, Gina Badenoch, Founder of Capaxia and Ojos que Sienten, commented: “There is a growing market where brands and companies in Mexico could be pioneers by representing the sector of people with disabilities with dignity as their customers and not as part of their philanthropy or charity actions”.

Badenoch added that “Through our focus groups, we realized the reality that this population experiences when trying to buy a product, have a user experience in an establishment, hire a service or eat at a restaurant. This reality is what inspired us to bring ‘Making a Mark’ to life“.

The campaign, developed by DDB Mexico, an agency recognized for its creativity, includes out-of-home advertising, a sensory photography exhibition at Parque La Mexicana and the Ágora Gallery. In addition, awareness-raising activities called “Breaking Barriers,” led by people with disabilities, and webinars on the opportunity of Inclusive Marketing and Communication were produced.

So far, several companies from different sectors have joined to support the launch of “Making a Mark”. Capaxia said this participation would ensure that more companies and brands join this cause.