Marketing

9 February 2005

DWP work to flag up disability act

The Department for Work and Pensions (DWP) has hired integrated agency Rapier to launch a multimedia campaign raising awareness of the Disability Discrimination Act (DDA) in the service industry.

The activity, which begins next week, will target SMEs and is intended to educate them about the legal requirement of providing easy access for disabled people.

The campaign has avoided taking a threatening stance on the issue by arguing the business case for making the necessary provisions.

The activity will run across direct mail and advertorials as well as radio, press and online advertising. A mailpack containing information on the DDA is being sent to 600,000 small businesses from 21 February.

The target audience for the campaign spans 33 industry sectors, including retail, hospitality and construction.

back