TV Advertising: Award for Authentic Depiction of Disabled People

American Airlines and the American Association of People with Disabilities (AAPD) created the “Altitude Award” honouring the best U.S. television commercials featuring authentic depictions of people with disabilities.

“Every TV commercial tells a story, and we believe the Altitude Award competition will provide the American public unique insight into the country’s most socially responsible companies,” said Roger Frizzell, American Airlines Vice President. “At American Airlines, one of our highest priorities is the continuous quest to promote workplace diversity and inclusion, as well as equal employment opportunities for all individuals. We are pleased to be associated with this competition, are looking forward to reviewing all of the entries, and are confident that our judging panel – and the public – will have many worthy commercials to consider.”

“Many people get their information about disability from the media, including television advertising. AAPD is delighted to be partnering with American Airlines to lift up the commercials that tell our story in a way that helps to change attitudes and increase societal recognition of disability as a natural part of the human experience,” said Andrew Imparato, President and CEO of the AAPD.

American Airlines and the AAPD are calling on all companies and advertisers to join a powerful voice of political, economic and social change for people with disabilities by submitting innovative, original television commercials that portray people with disabilities in a positive and progressive light. Entries must be submitted online at www.aa.com/altitudeaward by the producing agency or company and will be evaluated in Dallas by a panel of judges. Five finalists will be selected for public voting.

The finalist with the most votes will receive the Altitude Award, along with highly- coveted free advertising onboard American Airlines planes. The winning ad will be announced in November 2009.

The judging criteria for the inaugural Altitude Award will include:
• Overall appeal
• Authentic depiction of an individual with a disability
• Clarity of message

REHACARE.de; Source: The American Association of People with Disabilities - AAPD

- More about the AAPD at: www.aapd.com

Related Articles

• Schoolyard for Children with Autism
• Wheelchair Tai Chi Brings Mobility
• The BT Paralympic World Cup in May