Apple Launches New Campaign Celebrating accessibility on International Day of Persons with Disabilities
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Apple has unveiled a new campaign film highlighting how its products and accessibility features empower disabled students in higher education. Released in time for the International Day of Persons with disabilities (December 3rd), the campaign showcases the diverse ways students utilize Apple technology to thrive academically and socially.
Campaign Film & Accessibility Features
The film, created by Apple’s Marcom team, follows Deaf and disabled college students as they integrate Apple products into their daily lives – studying, socializing, and navigating the full college experience. A celebratory musical number underscores the message that “remarkable” applies to everyone.
The campaign spotlights a broad spectrum of accessibility tools built into the Apple ecosystem. These include recently added features like Magnifier for Mac, Braille Access, and Accessibility Reader, alongside established tools such as VoiceOver, AssistiveTouch, and Live Captions. The film demonstrates how these capabilities support learning and foster connection for students.
https://www.youtube.com/watch?v=uJ-tXW-w-9U
Creative team & Message
The film is directed by Kim gehrig, who previously directed Apple’s acclaimed accessibility short, “The Greatest,” in 2022. Gehrig’s latest work features Deaf and disabled college students performing together on campuses, in dormitories, and at social gatherings, reinforcing the idea that everyone deserves to be recognized as “remarkable.”
Apple’s Long-Standing Commitment to Accessibility
This campaign builds upon Apple’s decades-long dedication to accessibility. The company established its first disability office in 1985 – predating the passage of the Americans with disabilities Act (ADA) in 1990 by five years – and has consistently introduced new accessibility features.
Apple’s recent creative initiatives have continued to prioritize disability portrayal, including:
* “The Lost Voice” directed by Taika Waititi.
* “The Relay” a tribute to the Paralympic Games.
* “Heartstrings” an Emmy-nominated short film.
* “no Frame Missed” a docu-style series focusing on Parkinson’s disease.
Global Rollout
The campaign is being rolled out globally across broadcast, digital platforms, and social media channels to coincide with the International Day of Persons with disabilities.
Key Takeaways:
* Apple’s new campaign highlights the accessibility features within its products that empower disabled students.
* The campaign film, directed by Kim Gehrig, features real students and a celebratory musical number.
* Apple has a long history of commitment to accessibility, dating back to 1985.
* the campaign is launching globally on December 3rd, international Day of Persons with Disabilities.
Apple’s continued focus on accessibility demonstrates its commitment to creating technology that is inclusive and empowering for all users. As technology evolves, Apple is poised to continue innovating and developing new features that break down barriers and create opportunities for people with disabilities.