Some retailers have really got it wrong over the last few months… thankfully this brand is getting it right with their latest campaign which is incredibly inclusive.
River Island has launched an inclusive campaign by hiring child models that are differently-abled. The major retailer decided to showcase this in celebration of their 30th anniversary. While many campaigns focus on diversity in race or body shape, very few offer opportunities to people with disabilities.
The massive retailer recruited child models from the ages of three to ten. The children have a range of disabilities, from Down Syndrome to Cerebral Palsy and eye-sight issues. Their campaign slogan is “Labels are for clothes”. Zebedee Management is an agency that supplies diverse models and sensitive representation.
“We are delighted that River Island are using models with disabilities as the norm now.”
“We want disability diversity to become the norm in advertising and are working very hard to make this happen.”
“We hope that other brands will follow the example set by River Island and ensure that their campaigns are more representative of our diverse society. – Laura Johnson and Zoe Proctor, of Zebedee Management
It is so wonderful to share good news about retailers, especially since there has been so much negative media surrounding other retailers. Take a look at some of the new Faces of River Island below.
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