Dentsu commits to increasing participation of people with disabilities

The International Paralympic Committee’s marketing agency in Japan Dentsu has joined a global movement aimed at putting disability on the business


Dentsu pledged their participation in The Valuable 500 initiative, which was launched last year at the World Economic Forum’s Annual Meeting in Davos, Switzerland.  The initiative calls on business leaders to foster innovations enabling people with disabilities to realise their potential value in society, business, and the economy.

The IPC appointed Dentsu to lead its marketing efforts in Japan in the lead-up to the Tokyo 2020 Paralympic Games. As a member of The Valuable 500, Dentsu will maintain and enhance activities conducted up to now, while promoting the following initiatives: 

1. Organisation and Governance  •    The Human Rights Education Committee will establish policies related to people with disabilities and human rights education to be inculcated by employees in charge of human rights education in each division  •    Provision of a consultation service, as well as psychological and physical support for employees with disabilities 

2. Office Environment  •    Application of universal design (floor renovations, signage, and marker changes, etc.)  •    Introduction of inclusive design Braille Neue in elevators and other spaces 

3. In-house Training and Awareness  •    E-learning, training and seminars for all employees to raise awareness about people with disabilities and human rights 

•    Dissemination, using the company intranet, of new topics related to people with disabilities and human rights to all employees 

•    Use of human rights slogans and art projects. Employees are to participate in the creation of slogans and posters aimed at raising awareness of people with disabilities and human rights 

•    Human rights awareness surveys: Internal human rights awareness is to be assessed every five years to aid employee understanding and awareness of people with disabilities 

•    Dissemination of consultation tools and case studies regarding expressions used in advertising related to human rights and disabilities 

4. Dentsu Business Domain (Advertising and Communications) 

•    Dentsu Diversity Lab: Focusing mainly on the creation of spaces for the active participation of employees with disabilities and the development of solutions for clients with disabilities, the lab supports corporate marketing communications to build sustainable businesses that practice diversity and inclusion  •    Para sports promotion: - Contribute to the Para Sports Development Network of Japan, which supports Para sports competition organisations, and the development of each competition 

- Parasports Lab: Use powers of technology and creativity to expand the possibilities for Para athletes and the Para sports spectator experience to promote Parasports 

- Leverage owned media (Dentsu-ho Japanese-language website) to serialise Para sports coverage and promote an understanding of  Para sports competitions 

•    Development of Content Supporting People with Disabilities 

-    Develop and promote the NIN-NIN robot attendant for the vision impaired 

-    Develop and promote the Palm Beat music teaching tool for the hearing impaired 

-    Invest in the Taiwa-no-Mori Dialog Museum, promote creative direction and other efforts 

-    In collaboration with Nippon Television Network Corporation and others on the 041 (ALL FOR ONE) project, develop and promote methods and designs enabling people with disabilities to enjoy sports and fashion 

Dentsu will continue to create work environments facilitating the active participation of people with disabilities while exploring the potential, ideal conditions, and a better future for all humanity.


It will do this through the development of communications, tools, and designs promoting the active participation of people with disabilities in order to contribute to society. 

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