We want Britain’s brands, casting agencies and media owners to provide greater representation of people with visible differences in their broadcasts, production and advertising, and we’re using the amazing energy of our Changing Faces Ambassadors and Campaigners to do just that.
1 in 5 people in the UK self-identify as having a visible difference, a scar, mark or condition that affects their appearance, yet more than half (54%) say that brands regularly ignore them. However, over half of young people with a visible difference said they would spend their money on a brand that featured someone with a visible difference in their adverts.
Changing Faces campaigners Catrin, Phil, Maia and Romeo
Today we’re launching a brand new campaign, ‘A Face For Radio’, that calls on Britain’s brands to make people with a visible difference more visible. Devised by MSQ, the UK’s fastest-growing marketing group, the ‘A Face for Radio’ campaign aims to unite as many brands, agencies and media partners as possible to ensure greater representation. An outdoor advertising campaign features joyful, vibrant images of Changing Faces ambassadors, playing on the ‘A Face for Radio’ colloquialism to show that people with visible differences can be stars of the stage, screen, billboards… anything they want to be.
Meanwhile a social media campaign is encouraging those with visible differences to share their feelings around greater representation, with a film being shared highlighting some of the bright, bubbly Changing Faces ambassadors exemplifying the message.
#AFaceForRadio
Amongst those backing the campaign is TV presenter Gail Porter, acne campaigner Maia Gray, House of the Dragon actor Robert Rhodes, alopecia campaigner Laura Mathias and vitiligo advocate and author Shankar Jalota.
A further key part of the ‘A Face for Radio’ campaign is the Changing Faces pledge, which encourages brands to commit to greater representation of visible differences in their promotional and marketing materials. Those signed up to the pledge will receive support from Changing Faces through connections to talent, agencies and information, as well as being featured on the Changing Faces approved partner list. Brands can find out more information and make the pledge here.
The visible difference community are underserved by brands and we hope that, through the Changing Faces pledge, we can help businesses get closer to more customers and actively challenge a damaging social stigma.
Changing Faces CEO, Heather Blake, says: “It’s time for brands, agencies and casting businesses to come together and ensure that people with a visible difference are more prominent in the media. There are too many prejudices and assumptions about people who have scars, marks or conditions that make them look different, including that they should hide their difference or be ashamed of it. We’re challenging the phrase ‘A Face for Radio’ by showing that people with a visible difference have a face for anything and everything they want to be – and already are. I’m so proud of the campaign, our ambassadors and the brands who have pledged to make a difference.”
Gail Porter, the TV presenter, mental health advocate and campaigner who lives with Alopecia says: “Fairer representation in the media of people with a visible difference will not only go a long way to raising awareness and understanding, and reduce the sense of exclusion experienced by many people with a visible difference, it’s also a massive opportunity for brands and businesses too. The visible difference community are underserved by brands and we hope that, through the Changing Faces pledge, we can help businesses get closer to more customers and actively challenge a damaging social stigma.”
