Using Disability Inclusive Imagery Effectively
The Market
The disability sector represents more than 20% of the population and is growing in strength. Like all of us, when people with a disability shop, travel or engage in leisure pursuits, they rarely do it on their own. The multiplier is almost a factor of 3 once family, friends or business associates are all taken into account. People with disabilities are a discerning loyal market who want to feel that they belong and are valued as customers or clients. When an able-bodied model is put into a wheelchair that is obviously not their own and the image is then used in a website, publication, or advertisement, it is seen as fake and disingenuous and gives a poor impression to the audience. Using models with an actual disability in your imagery conveys a clear message that you care about genuine representation and creates real employment opportunities for these models.
What Makes a Good Image
Before we explore the technicalities, we need to look at people with a disability as ordinary subjects and customers. Too often images of a person with a disability have a medical theme or are “look at me” inspirational images. In marketing to this audience, as with any other, the aim is to create a connection with the audience that says “I can see myself there”. Imagery of people with a disability should, therefore, reflect the normal customer types and groups that would normally be your customers.
The key elements of a good image are:
- Has emotional appeal
- Is well composed
- Has spontaneity
- Lighting
- Environment/ location Color
- Talent
- Emotional appeal Engaging subject matter Spontaneity Composition & scale
emotional appeal
Emotional Appeal
A good image engages the viewer and stimulates them to want to know more. It immerses them into your story and motivates them to buy your product or service. Most importantly, when its comes to people with a disability, it breaks through the stereotypes and preconceptions by placing them into your environment.
Good Lighting
Effective lighting adds drama to the scene and creates a mood that your clients will want to experience. The “golden hour” is the hour before sunset and the hour after sunrise. It can create the most dramatic lighting. It is important, however, to match the lighting with the experience that your visitors or customers will experience.
A Good Location
A good location inspires your audience and engages with their sense of adventure. It motivates them to plan a visit or trip or to book that special night out.
Use of Colour
Colour is the essence of imagery. It gives a picture energy and life. It creates the mood that will encourage your potential customers to make the effort to book.
Talent
Images should feature real people – they should be authentic, welcoming, engaging, and inviting. Shots should never be over posed or set up, but should reflect the types of activities and responses your guests or customers would make.
They should speak to audience and say: “I can do that” or even better “WOW – can I really do that”.
Engaging Subject Matter
Sometimes, a picture that you have to look a little bit harder for, is the one you cannot ignore!
Images that are a bit unusual or have a story hidden in their detail, can invoke the imagination, and, if they are just a little bit unusual, can cut through and leave a lasting impression on your audience.
A major initiative for Accessible Tourism in Queensland
An audit of improvements to the accessibility of Queensland’s popular visitor experiences will be launched early next year to help maximise the Palaszczuk Government’s Covid-19 Economic Recovery Plan for tourism.
The $450,000 independent appraisal was announced at the 2021 DestinationQ Forum in Brisbane by Tourism Minister Stirling Hinchliffe.
“We know from the work of Tourism Research Australia, people with a disability contribute 17 per cent of all spending on tourism,” Mr Hinchliffe said.
“The number of visitors to Queensland with a disability is growing.
“Our Economic Recovery Plan and the Tourism Industry Reference Panel’s work with operators on a post-pandemic blueprint is an ideal opportunity to assess industry success in meeting the needs of visitors with a disability.
“We’re committed to making Queensland’s 2032 Olympic and Paralympic Games the world’s most accessible and inclusive sporting events.
“Queensland’s tourism industry will be integral to our success.”
Get Skilled Access (GSA) and Travability will review tourist infrastructure accessibility and tourism business capability in six regions of Queensland for people with a disability.
Travability specialises in travel for visitors with mobility challenges and GSA is an Australian enterprise founded by wheelchair tennis champion Dylan Alcott OAM.
“Our partnership will make it easier for people with a disability to enjoy a holiday in Queensland and provide industry with the resources to cater to the growing accessible tourism market, capitalising on the opportunities Brisbane 2032 will provide,”
Mr Alcott said.
Mr Hinchliffe said the Palaszczuk Government had been working closely on the initiative with the Queensland Tourism Industry Council.
“Our tourism operators are united in their commitment to every Queensland holiday being an unforgettable, world-class visitor experience,”
Mr Hinchliffe said.
In 2017, a study by Tourism Research Australia with Tourism and Events Queensland and the Victorian Government found:
- Visitors with a disability spent $3.3 billion on tourism accounting for 17 per cent of all tourism expenditure
- On average, travellers with a disability account for 21 per cent of all day trips and spend 5 per cent more
- Visitors with a disability generally spend 9 per cent less on overnight trips.
There are more 260,000 Queenslanders living with disability and more than 474,000 carers.
Queensland launches the National Quality Tourism Framework – Accessibility Accreditation Module
The 27th of September is World Tourism Day.
The COVID-19 pandemic has had a massive social and economic impact. Both developed and developing economies have been hit. And marginalized groups and the most vulnerable have been hit hardest of all. The restart of tourism will help kickstart recovery and growth. It is essential that the benefits this will bring are enjoyed widely and fairly.
World Tourism Organization (UNWTO) has therefore designated World Tourism Day 2021 as a day to focus on “Tourism for Inclusive Growth.”
It is great to see that the Queensland Tourism Industry Council has launched the Accessibility Accreditation Module, which forms part of Australia’s national Quality Tourism Framework.
WORKING TOWARDS A MORE INCLUSIVE INDUSTRY
Inclusive tourism is an important issue for our industry. When seeking accommodation and experiences, the ability of one member of a travel party can ultimately decide what the entire party does and where they stay.
Disabilities are not limited to wheelchair use and mobility issues. Impairments to vision or hearing, cognitive function, autism and food intolerances are often invisible but will also impact a consumers travel choices and booking behaviour.
Appealing to this market and being an inclusive business involves understanding and implementing provisions to cater to varied needs, as well as communicating accessible features effectively to ensure your accessible product can be found.
Through the Accessibility self-assessment module, the Australian Tourism Industry Council (ATIC) aims to improve the range and reach of accessible tourism product in the Australian market.
We hope for a future where people of all abilities can actively engage in tourism activities with as much freedom and enjoyment as any other traveller. Living with a disability does not limit a person’s sense of adventure, after all.
WHAT IS THE ACCESSIBILITYSELF-ASSESSMENTMODULE ?
The Accessibility self-assessment module joins the suite of best practice programs under the national Quality Tourism Framework.
Developed by the ATIC in consultation with TravAbility, the Accessibility self-assessment module aims to help businesses evaluate how inclusive their experience offering is for people with a disability.
The module will be available via the Quality Tourism Framework online dashboard and aims to increase visibility of accessible experiences and encourage tourism businesses to make adjustments that will accommodate more visitors of all abilities.
To support the launch of the module QTIC has prepared a comprehensive guide to Accessible Tourism covering the market size, the needs and aspirations of a traveller with a disability, and how to engage in the process of becoming accredited.
Curtain Fig
The Curtain Fig Tree is located just outside the small township of Yungaburra on the Atherton Tablelands
Cairns Botantic Gardens
The Flecker Botanic Gardens were created in 1886 and covers an area of 38 hectares
Cairns Aquarium
The Cairns Aquarium is located at 5 Florence Street, one block up from the Esplanade.
