Wunderman Thompson UK and Purple Tuesday have partnered to create a Piccadilly Lights takeover, giving often unseen disabled consumers a spot on the largest out-of-home site in Europe.
The takeover, which will air on 7 November, will highlight the power of the Purple Pound and challenge organisations to consider accessibility in every form, with Purple Tuesday ambassadors asking: ‘Are you my brand?’
The Purple Pound refers to the spending power of disabled people and their families. Currently, this stands at $13 trillion worldwide and rising at 14% per year. Despite this, fewer than 10% of businesses have a strategy to tap into this consumer group.
Purple Tuesday is a global social movement and brand aimed at improving the customer experience for disabled people. Anchored in the lived experience of disabled customers, the issues they face every day, and the solutions needed, Purple Tuesday is also a celebratory day that promotes accessibility and inclusivity,
Last year’s Purple Tuesday reached 23 million people globally, garnering over 6,000 participating organisations and 7,000 commitments from companies to improve.
Charlene Overend, Head of Business Partnerships at Purple Tuesday, said: ‘The Purple Tuesday Production is always a focal point of our annual celebrations, so it’s vital that it has impact. This year we wanted a film that would bring into sharp focus how disabled people are often made to feel when interacting with businesses, with the aim of inspiring brands to do better. We love the result and would like to thank the team at Wunderman Thompson for their expertise in interpreting our vision and bringing it to life.’
Featured image: Purple Tuesday and Wunderman Thompson UK Piccadilly Lights takeover