Your audience

Disabled people are a large part of your audience

Disabled people are about one fifth of your general audience. They may also be an explicit target group for your campaign. Disabled people use government services more than non-disabled people. The information you supply needs to reach them in a way they can easily access.

There are different definitions of disability but the most widely used is that of the Disability Discrimination Act.

Disabled people are parents, partners, children, employees and employers. They can be talented artists and sportspeople. Their age, ethnic or religious identity, gender, profession and where they live may define who they are, what they think, what information they need and where they get it.

Attitudes to disability among disabled people

Having an impairment or health condition may be a dominating or minor aspect of a disabled person’s life and identity. Disabled people may or may not feel a sense of disability pride.

For some disabled people:

discrimination or disadvantage is a defining part of who they are
impairments and health conditions are a normal part of being human
society has created physical and mental barriers that reduce their ability to live ordinary lives.

Other disabled people may feel distressed, ashamed or embarrassed by their impairment or health condition.

What you can do

Provide a range of examples to represent disabled people.
Make your communications accessible to all – use alternative formats.
Research your audience.

Your audience

Attitudes to disability among disabled people

What you can do

Find out more