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Media and disability
The work of EDF in the field of Media and Disability started in 2002, in preparation for the European year of People with Disabilities 2003.
Disabled People represent 10% of the population, an audience of 65 million people in the European Union. Despite the importance of this potential market, most of the times disabled people are invisible in the media, simply forgotten, as if they did not exist or they were not a full part of society.
Media and advertising are one of the most powerful tools to change attitudes and mentalities in society, to overcome stereotypes, fear and prejudice. By increasing and improving the image of disability in advertising, press, screen and air, media will actively contribute to an effective integration of people with disabilities in all fields of life.
EDF’s main goal in this field is to promote the inclusion of people with disabilities in today’s mass media, including television, fiction, news, and advertisements. It is also to facilitate the exchange of information and best practices between mainstream media professionals, advertising experts, disability specific media and disabled people.