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Wunderman Thompson Emphasises Inclusivity with Hard Hitting Print Campaign for Unilever’s Sure

Print execution shines a light on the need for inclusive design in all areas of our lives, and at all times

Wunderman Thompson Emphasises Inclusivity with Hard Hitting Print Campaign for Unilever’s Sure

Wunderman Thompson has devised a hard-hitting, one-day print campaign for Sure which emphasises the need for inclusive design in all areas of our lives. Running in the Telegraph, Metro, the Guardian and the Times, the ad reads: “The world is a great place for people with disabilities*”

The emphasis is on the big asterisk - or caveat - with the small print beside it reading: “For two weeks every two years, for a very select group of people."

And it continues: “Yesterday, our elite para-athletes enjoyed fully-accessible living. Today, they return to a world that’s not designed for them. That has to change… Let’s design a fairer and more inclusive world together, one village at a time.” It also includes a QR-code linking to audio-description for those with visual impairments.

The print execution builds on the brand's push for inclusivity, which is being supported by the Sure Breaking Limits Programme – and sees Sure partnering with eleven Non-Government Organisations (NGOs) to help empower young people who face the biggest barriers to being active. 

This latest campaign is also in line with Unilever's broader ‘Unstereotype’ mission and comes as its global campaign, ‘Watch Me Move’, features an emotive film shot by a diverse group of eight content creators and athletes - celebrating the authentic stories of those who defy society's ability standards. 

As the first agency to build an Inclusive Experience Practice (IXP), Wunderman Thompson partners with some of the world’s largest brands to help create accessible products, services and communications using inclusive design methodology – ultimately leading to competitive advantage and increased growth potential.  

Bas Korsten, global chief creative officer, Wunderman Thompson explains: “15 percent of the world’s population has some form of disability. But despite that incredible number, the world hasn’t been designed to include the biggest minority out there. That’s why it’s so important that Sure is raising this issue and, together with partners, is doing something about it at scale. 

“But it’s going to take a change in mindset for all of us to truly create a fairer and more inclusive world for everyone. Because ‘not inclusive’ is exclusive.”

Kathryn Swallow, global brand vice president Rexona at Unilever, comments: “No matter where you look, people with disabilities lack representation. They are judged for their differences. We’re aiming to change that. We hope that work such as this will inspire more brands to take an inclusive and accessible approach to ensure that people with disabilities have an equal playing field.”

Unilever is committed to advancing portrayals of people in ads and drive positive change worldwide to help influence the next generation to be free from prejudice. By 2025, Unilever will have 5% of its workforce represented by persons with disabilities. 

Featured Companies: Wunderman Thompson Buenos Aires

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Executive Creative Director, WT UK: Tom Drew

Global Design Lead: Tyler Hendy

Head of Studio, WT UK: Paul Grainger

Copywriter WT UK: Simon Martin

Art Director WT UK: Sam Huckle

Chief Creative Officer, WT Argentina: Natalia Benincasa

Creative Director, WT Argentina: Gastón Canaves

Creative Director, WT Argentina: Agustín Alba

Head of Art, WT Argentina: Fernando Rossini


Client: Unilever

Global Brand Vice President Rexona: Kath Swallow

Global Senior Brand Manager: Emily Heath

Global Assistant Brand Manager: Stephanie Bau

Sure UK Assistant Brand Manager: Charlotte Hussey

Category: Beauty & Health , Deodorant