eSCAping Type 1

Time for a quick rant – yay!

In accordance with their ability to show you advertisements for whatever you’re thinking about, Instagram recently included a Target ad in my feed. No, let me rephrase, a COSTUMES FOR KIDS WITH DISABILITIES Target ad.

I say it like this because it is not a normal Target ad, and they want you to know that. It’s specifically made for kids who use wheelchairs and apparently never knew they could be in a Halloween costume commercial. Woah. Revolutionary, I know.

Make sure you’re sitting (ha), and then watch it yourself by clicking any image below.

I love the costumes. I just think the marketing has a definite ableist vibe & needs someone with a different perspective (likeeee someone who uses a wheelchair) to address that.

You see, right away the ad says, “In January 2020, we invited kids and adults of all abilities to a photoshoot featuring our exclusive adaptive Halloween costumes.” Not only do they throw key words like “ability” and “adaptive” at you in the first five seconds, but then the whole commercial ONLY features kids with mobility aids…

So, no, this commercial is not for all people of all abilities. By separating this commercial, and photographing these kids individually, it’s kind of defeating inclusivity, right?

I’ve said it before, and I’m sure I’ll say it again: A place being wheelchair accessible – whether that be through ramps or Halloween costumes – should just be normal, not some awesome thing they do.

The trouble with being loudly and proudly inclusive is actually being exclusive in the process.

It’s sad how accommodating someone with a disability is seen as impressive. Our society’s standards really shouldn’t be so low.

A better commercial would have been a typical Target ad that just so happens to include kids in wheelchairs. It wouldn’t highlight them, since all that is doing is showing how different they are, while also showing how awesome Target is for going above and beyond by developing this “exclusive” line.

Though, apparently, the ad really hit home for people who feel the need to comment on large corporations’ social media.

I get the point. It IS great that Target is doing this. I do appreciate them “sharing this story to inspire the industry to be more inclusive…” I really do understand and admire their intentions.

And yes, my blog post last week was all about incorporating mobility aids in Halloween costumes. But that’s kind of what this blog is all about – living life to the fullest with a disability.

I’m sure I’ll have a more thorough explanation of my thoughts in a few weeks, and I won’t come across as quite so angry once I’ve slept more than four hours… but I wanted to post this asap because I have a feeling Target will go back to “normalcy” right after Halloween.

Unless they can somehow monetize disabilities for Christmas.