The Challenge

More than one billion people globally need assistive technology (AT) to support them in everyday life. Yet, more than 900 million do not have access to critical AT such as wheelchairs, eyeglasses and hearing aids. ATscale, the Global Partnership for Assistive Technology, expects the number of people to rise to more than two billion by 2050.

Assistive technology can have a profoundly positive impact on people’s lives, enabling them to be more healthy, more productive, more independent and live with dignity. Having access to this vital support means people can participate in education, work and within their communities, and in some cases, can reduce the need for formal, long-term health and support services. ATscale is aiming to reach 500 million people with AT by 2030 to improve their quality of life and ability to participate in their communities including school and work, through a globally coordinated communications and advocacy strategy.

To galvanise policy influencers and decision makers at national and international levels to commit to supporting the critical issues affecting millions of people around the world, attitude towards and awareness of AT access and affordability must be prioritised. In 2022, the Global Disability Summit will address five topics over the course of three days:

• Inclusive health;

• Inclusive education;

• Capacity development of organisations of persons with disabilities;

• Inclusive livelihoods and social protection; and

• Inclusion in situations of crisis and conflict.

Unlike the Global Disability Summit in 2018, AT will not be a standalone topic. Therefore, the challenge is to ensure AT is included in discussions and commitments across the thematic areas and show how access to AT is necessary for success across the board.

Given the thematic organisation of the Global Disability Summit, additional advocacy and communications efforts are needed to ensure AT is given the necessary attention and focus throughout the Global Disability Summit.

Objectives

ATscale was launched at the Global Disability Summit in July 2018 with the aim of reaching 500 million more people with life-changing AT by 2030.

To date, ATscale’s advocacy and communication has included:

1. The launch of five product narratives which are in-depth analyses to identify key barriers and promising market interventions in the development of and access to AT. These product narratives will be used to inform ATscale’s future programmatic interventions and investments.

2. The five product narratives produced include:

   • Digital assistive technology

   • Wheelchairs and related services

   • Hearing aids and related services

   • Prostheses and related services

   • Eyeglasses

   • A dedicated website

3. Social media activity

The Case for Investing in Assistive Technology: a report that outlines that return-on-investment, showing providing AT to all who need it would yield more than $10 trillion in economic benefits over 55 years, or for every $1 invested, a $9 return.

Following a desk review and stakeholder consultations with ATscale, MAGENTA outlined advocacy and communications recommendations, tailored to both the Mobilise for AT and Global Disability Summit events, as well as longer term ambitions. The overall objective of this programme is to raise awareness of AT, it’s return on investment and benefits, as well as ATscale to mobilise and galvanise partners.

What We Did

1. Inception Phase

   • Stakeholder consultations

   • Desk review

   • Situational analysis

   • Inception report

2. Brand Wheel Exercise

   • Half-day brand wheel exercise to agree ATscale’s brand.

   • Brand guidelines document for all advocacy and communications.

3. Mobilising for AT and GDS Event Support

   • 15 social media posts with pictures and copy created.

   • Two social media videos including one animation.

   • Social media schedule.

   • Op-ed for mass media.

   • Spokesperson brief.

4. Advocacy & Communications Strategy

   • Final advocacy and communications strategy for the organisation for three years.

   • Communications grid to map activity strategically.

ATscale’s Brand Values Wheel

1. Attributes:

   • ATscale is rooted in partnership.

   • ATscale provides a platform for sustainable change in the production of and access to assistive technology.

   • ATscale is contributing to improving people′s lives.

2. Benefits:

   • Having access to AT enables more healthy, independent and dignified living.

   • There is return on investment.

   • ATscale is opening manufacturers to new markets.

3. Personality:

   • Person/user-centric

   • Inclusive

   • Accessible

   • Relatable

4. Values:

   • Inclusive

   • Collaborative

   • Beneficiary-driven

5. Essence:

   • Working together to transform and empower lives.

ATscale is calling for committment to AT through all the pillars of the global disability summit and increase the availability of, and access to, affordable and appropriate AT for those who need it around the world.

• ATscale supports inclusive health.

• ATscale supports inclusive education.

• ATscale supports capacity development of organisations of persons with disabilities.

• ATscale supports inclusive livelihoods and social protection.

• ATscale supports inclusion in situations of crisis and conflict.