In Brazil last month, Ford created a trunk mat that also functions as a portable wheelchair ramp. Dubbed the Accessibility Mat, Ford’s multipurpose trunk liner for the Ecosport SUV enables wheelchair users to access any streets or sidewalks that don’t have a ramp. Ford created the mat after research showed that over 3 million Brazilians have limited mobility, a serious issue given the limited infrastructure in many towns and cities. The mat also connects to an accompanying app every time it is used. This enables users to share data showing local authorities where improved accessibility is most urgently required.  

Here are two provocative insights around brand purpose for you to discuss with your team:

Brand purpose gets practical. It’s been five years since Guiness’ famous wheelchair basketball commercial. Inclusive advertising is undeniably an important step in reducing social division. Indeed, 63% of those with disabilities believe that seeing more disabled people in marketing would help reduce stereotypes. But the most progressive brands will go further than simply creating a tear-jerking, social media friendly campaign. They’ll make the lives of people with disabilities tangibly better. Earlier this year we featured the NBA’s autistic-friendly retail outlet. Could you take a part of your existing business and turn it into something that makes inclusion a practical reality for those with disabilities?

Impact > awards. However, we can’t help but feel that this innovation is only halfway there. It’s a great concept, but it smacks of being created with one eye on the award circuit. Long-term readers will remember My Special Aflac Duck, a sensor-equipped robotic companion for kids with cancer. Yes, it won a ‘Tech for a Better World’ award at CES. But since then Aflac has followed through: the brand has invested USD 3 million in the project, and committed to distributing the devices to every one of the 15,000 children diagnosed with cancer in the United States each year. In a similar vein, we’d love to see Ford take this concept out of the prototype phase and install these in all its new cars. Can you find a social cause campaign that you can see through to real scale?