Reach more people through inclusive and accessible communications
Many communications could be missing a large proportion of the population because they are not accessible or appealing enough to disabled people. In the latest research reports by the English Federation of Disability Sport (EFDS), this has proved to be a major factor for disabled people when they are considering ways to be active. The national charity is working hard to support providers with more evidence, practical support and resources, so they can reach more people, in the right way and through the right channels.
There are approximately 11 million disabled people in the UK (one in five of our population). Less than half the number of disabled people take part in sport or physical activity for 30 minutes once a week compared to non-disabled people. However, EFDS research has shown that 7 in 10 disabled people want to take part.
Whilst many sport and physical activity providers already offer opportunities for disabled people, the low participation level suggests that either disabled people are unaware of opportunities available to them or what they are offered is not appealing enough. However, collectively, we are beginning to get a much better understanding about how we can make opportunities attractive so that many more disabled people can be active for life.
To complement the growing insight found through EFDS’s Lifestyle, Motivate Me and the recent Talk to Me reports, EFDS provides practical and resource-based advice. If used pro-actively, the information shared through the better practices can only help to boost disabled people’s participation in the long term.
Ten key principles were identified in the Talk to me report. The report goes through each principle in detail, providing evidence of what disabled people are looking for and recommendations of how to meet expectations. These principles, if followed, should help providers improve their offer to disabled people and make it more appealing. They can be grouped within top three headings, which are:
- Drive awareness
- Engage the audience
- Offer support and reassurance
EFDS plans to test how effectively organisations apply the evidence and follow these guidelines, and assess how successful they are in increasing disabled people’s participation.
Supporting providers to learn more about inclusive communications
As a group, disabled people are a large proportion of all of our potential audiences. As with any other large group, there can be no one-size fits all approach to how or what is communicated with disabled people and despite the advances in technology, there are still a number of different factors that can prevent groups of people or individuals from receiving communications.
In April 2014, EFDS produced a guide on inclusive communications. Written in partnership with Big Voice Communications, it supports providers to reach a wider audience, including more disabled people. It aims to address the main communication barriers that many people experience in sport and physical activity, which also stop disabled people from accessing some opportunities. As well as providing essential better practice guidance on planning, terminology and language, it explains the purpose of accessible formats and shows how providers can get the best from their communications.
The way in which disabled people access communications may be different to non-disabled people; and people with different impairments have different needs or experience different ‘barriers’ to accessing information. EFDS hopes this guide enables more providers to understand the principles of and benefit from inclusive communications.
Since its launch, it has had 900 downloads from EFDS’s site. Many in the sport and fitness industries are already benefitting from the information, but we know that local delivery and PR professionals are picking up the guide to enhance their work too.
We delivered two popular inclusive communications workshops to run alongside the guide’s launch for National Governing Bodies of sport and other partners. These workshops were followed up with two focus inclusive digital communications workshops in October. The high demand for these workshops means we are planning more around the country over the coming years.
In September, the guide was chosen by Government as part of their national Accessible Britain campaign. This provides advice toolkits for organisations and individuals to help disabled people become full and active participants in their community.
We are proud of the interest so far in our insight work, engagement and communications support. However, there is still a lot more work to do in order to bridge the gap in participation between non-disabled and disabled people.
If you would like more support to ensure disabled people are engaged in your opportunities, please contact us to find out more.
Research and insight
Email Emma Spring or call 07817 787542
Marketing and communications
Email Sarah Marl or call 07764 291671
National or regional engagement
Email Ray Ashley or call 01509 226138
