About UK Coaching

New film released to accompany successful inclusive communications guide

Wed, 18 Nov 2015

Today, the English Federation of Disability Sport (EFDS) unveils a new film, designed to complement the charity’s successful Inclusive Communications Guide. Through a series of animations, viewers can take a whistle-stop tour of useful communication practices and principles. When embedded, the changes will help providers to reach a wider audience in sport and physical activity, including more disabled people.

Created in partnership with Tinmouse Animation Studio, the film explores issues like language, accessibility and alternative formats. Over six minutes, it outlines a range of essential principles, which providers can use to improve their own work.

EFDS, the national charity dedicated to disabled people in sport and physical activity, hopes the information enables more people to access opportunities through inclusive and accessible communications.

Since its launch in 2014, EFDS’s Guide has proved to be an essential resource in sport and physical activity.  Written in partnership with Big Voice Communications and Sport England, it has recorded 1,900 downloads over the last 18 months. In May 2015, it was highly commended at the Excellence in Diversity Awards after communications professionals across a variety of sectors nominated it for Best Diversity Resource.

Sarah Marl, Marketing and Communications Manager for EFDS, said of the new animation:

"Many people, including disabled people, continually miss out in sporting communications- sometimes for reasons that would require small changes to the campaigns. EFDS 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.

“We are proud of the Guide’s success. It is fantastic to see how enthusiastic organisations are to make changes in their own communications plans. The new film explains some of the key principles in a creative way that can significantly help providers to reach more people.

“The film does not replace the in-depth Guide, but it allows more people to access information in a convenient way. Weare looking forward to supporting more organisations to make sure disabled people can be active for life."

Sport England’s Director of Business Partnerships, Tanya Joseph, said:

“There are lots of people working hard to make sport accessible to everyone, but they can struggle to get the message across that their activity is open to all. EFDS’s new film shows the tools and tactics sports providers can use to let more people know about the inclusive activities they offer, and crucially make it clear that their activity offers a welcome environment for everyone.”

There are approximately 9.4 million disabled people in England (11 million in the UK). This equates to one in five of our population. As a group, disabled people are a large proportion of this potential audience.

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.

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.

In 2012, EFDS research on barriers to participationshowed communication as something, which can enhance experiences or restrict disabled people from being active. This applies to all aspects of marketing and delivery, at all levels.

You can watch the film on EFDS’s YouTube channel here. More information on EFDS and the charity’s work is available on www.efds.co.uk

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