retailer spotlight
Mohicans and graffiti in the mobility industry? When it comes to the mobility industry, it is safe to say that piercings, tattoos and graffiti are rarely the first images that spring to mind. A Bristolbased retailer however, is asking the question, why not? Aiming to tackle stereotypes and challenge perceptions head on, Essential Aids’ has launched their bold, new ‘Express Yourself’ campaign. Scope, a charity that works towards equality for disabled people, released research that revealed that eighty percent of disabled people do not feel they are well-represented in the media. Keen to address this, the online mobility retailer’s new campaign centres around imagery of vibrant graffiti and JT, their striking-looking, 28-year-old model who has a Mohican, piercings, tattoos and Cerebral Palsy. Essential Aids’ Managing Director, Alex Wrenn, explained what the campaign was aimed to achieve: “We are determined to break down stereotypes that the word ‘disabled’ has historically provoked. We’re very aware that our customers are hugely diverse and we’re confident that this campaign highlights that fact.” Known for pushing the boundaries, this is not the first time Essential Aids’ has challenged the norm with their marketing campaigns. The online retailer grabbed attention last year with the popular ‘Quadrosenior’ campaign, which saw the team creatively putting their own spin on the cult movie Quadraphonia and adapting walking frames into the style of Rockers and Mods. Following the film-inspired campaign, the company again made headlines after enlisting Ruth Rose, the UK’s oldest transgender patient 24 www.thiis.co.uk