Community Participation

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Availability
The message must be accessible to everyone, including people with disabilities. This could include alternative texts for images, captions for videos, responsive website design, or automatic translation of text into audio.

Example: in my practice, there is an interesting case latvia telegram database related to the use of a voice assistant - "Yandex.Alice". At the end of 2020, a pharmaceutical company and the Voice for Life Foundation launched the first skill in Russia in the voice assistant Alice for patients with breast cancer.

The skill was mainly created for those women who, due to the burden of the disease, found it physically difficult to be at the computer or use a smartphone to search for the necessary information on the disease. It was for them that voice control and the ability to hear a "live" voice in response was a kind of salvation in the endless flow of information.

Authenticity
It is important to avoid stereotypes and cliches. At the same time, the brand itself must remain true to itself.

Example: in 2023, Rosbank launched the Code Word campaign. The essence of the campaign was that behind the variety of code words of millions of users, the bank “learned to see a real person,” that is, to offer each client unique services and products, while remaining first and foremost a bank, and not something else.

Involving representatives from different groups in the process of creating marketing campaigns can help ensure their authenticity and relevance.

Example: Avon, which partners with breast cancer patient organizations as part of its Pink Ribbon advertising campaign .