Most campaigns today need to focus on an inclusive approach, but a major challenge is making them accessible for people with disabilities regardless of if it is mental, physical, or a sensory disability.

I asked our PR and growth experts: What key tools are the most effective for improving the accessibility of digital campaigns for people with sensory and cognitive impairments? How can more mental health considerations be integrated into campaign strategies without any sort of alienation or complications of the target audience? What legal requirements and steps are needed for making public events accessible for people with physical disabilities?

Here is the insight from our experts.

• Check colors for web content accessibility standards
• Embrace simplicity as the world becomes crazier and technology gets smaller
• Content warnings, sensitive language, and accessible public events
• Never pressure people in campaigns and offer quiet spaces at events
• Real representation rather than the polished version
• Build a quiet mode option
• Audit accessibility and run campaigns that feel like a friendly exchange.
• Feature diverse abilities in storytelling
• Breaking up dense content into bite-sized chunks
• Simplifying the structure of every output
• Making public-facing campaigns accessible is a legal obligation
• Build campaigns in collaboration with mental health organizations
• It’s about empathy, not just compliance.
• Mental health integration requires permission-based messaging

Check colors for web content accessibility standards

Emily Reynolds-Bergh, Owner at R Public Relations

"A simple place to start your accessibility journey is taking a look at your colors. I recommend clients use Accessible Web’s WGAC Color Contrast Checker to ensure all their web pages are accessible for readers with varying abilities. The same design principles should be applied to social media graphics, ad campaigns, and print materials."

Embrace simplicity as the world becomes crazier and technology gets smaller

Paige Arnof-Fenn, Owner at Mavens & Moguls

"To be more accessible websites must be optimized for multiple mediums. Searching by text/voice/image must all be addressed. Voice search adds usability/functionality to your site making it accessible to all users including those with limitations/disabilities. It’s not about complying with the ADA/responsible web design/CSR goals but it's good for the bottom line by reaching a broader audience.

From a mental/sensory/UX standpoint beware of creating cluttered pages which make following the navigation difficult and creates stress/confusion. Trying to say/do too much or design by committee can be overwhelming/confusing. To avoid this mistake conduct market research early with customers on messaging and user interface for best results. It's better to use bold colors/white space to stand out from the competition.

The trend toward simplicity/minimalist design means less is more as the world becomes crazier and technology gets smaller, faster and more complicated, people are finding new ways to simplify their lives more than ever. For the best user experience for everyone especially those with disabilities/to avoid mistakes keep only the necessary elements/be sure to eliminate everything unnecessary from your website including unnecessary ads/blinking banners/irrelevant images/old and un-maintained social media accounts/out dated and irrelevant testimonial/reviews. Having these issues are not only distracting/harmful but also kill visitors trust."

Content warnings, sensitive language, and accessible public events

Jasmine Charbonier, Content Marketing Strategist

"I've found that screen readers and alt text are absolute game-changers for digital accessibility. The thing is, most people slap on generic alt text like "person smiling" — but I've learned to be way more descriptive, including key campaign messaging right in those descriptions.

For cognitive accessibility, I'm a huge fan of using white space and clear typography. In my experience, Verdana & Arial work best (though I know some designers hate how basic they look). Breaking content into smaller chunks makes a massive difference too.

Closed captions are non-negotiable these days. And not those auto-generated ones that mess up every third word — I'm talking about properly edited captions. They're worth every penny of the investment.

From my years running sensitive campaigns, I've learned that trigger warnings aren't enough — timing & placement matter more. I always build in "pause points" where users can take breaks from heavy content. It's made a huge difference in engagement rates.

Content warnings should be subtle but clear. I've started using small symbols (+) instead of big "WARNING" labels — feels less clinical that way. And placement is key — about 3-4 seconds before any potentially triggering content.

The language we use matters so much. I've completely dropped phrases like "crazy good deals" or "insane prices" from my campaigns. Instead, I focus on direct, clear messaging. My client's feedback shows their audiences actually prefer this straightforward approach.

For making public events accessible, the ADA requirements are just the bare minimum. I learned this the hard way when planning a conference in Denver. Having the required 36-inch pathways wasn't enough — we needed at least 48 inches for comfortable navigation.

Temperature control is something most planners overlook. I always ensure multiple areas with different temps, since some disabilities affect temperature sensitivity. This small change has dramatically improved attendee comfort at my events.

For stage access, I've started using modular ramps instead of permanent ones. They're more expensive (about $2K vs $500), but the flexibility is worth it. We can quickly reconfigure spaces as needed during events.

Accessible bathrooms need more than just wider doors & grab bars. I make sure there's at least one bathroom with a full adult changing table — something I realized was missing after an attendee gave me feedback. These cost around $3K to install but make a world of difference.

Signage is crucial but often done wrong. I've switched to using high-contrast signs at eye level (both standing & seated height), with raised lettering & braille. The initial investment was steep, but it's now part of our standard event kit."

Never pressure people in campaigns and offer quiet spaces at events

Danilo Coviello, Founding Partner at Espresso Translations

"From the beginning I focus on accessibility principles before moving forward with the project work. Our team removed a complete design after NVDA screen reader evaluation discovered navigation problems for professional screen reader users. The global disability population amounts to 15% of total population demonstrating both improper design and prospective business losses. As part of my work I have personally written over hundreds of alt texts instead of delegating this task to designers or using AI models. And auto-captions? The interpretation of content became fatally distorted so I had to redo more than 70% of text descriptions that appeared in my video work. All elements must have appropriate color contrast according to WCAG 2.1 AA requirements for them to stay. No debate. The focus should not revolve around appearance but aims for practicality.

I never pressure people in campaigns — no “only 2 left” or flashing timers. Mental health matters, and I design for calm, not chaos. I’ve offered quiet spaces at events, even though no one asked, because I knew someone would need it. Ramps, wide pathways, and accessible toilets are basics, but I check them myself, every time. I’ve even had to bring in temporary signage because the venue ones weren’t clear enough. If someone can’t get around or feels ignored, we failed. Simple as that."

Real representation rather than the polished version

Spencer Romenco, Chief Growth Strategist at Growth Spurt

"For years in the biz, I have thought about how inclusivity matters in the workplace. I believe that this is really significant to cater to all people from different walks of life especially for our disabled clients or customers.

Likewise, I support real representation rather than the polished, practiced version that looks good on paper but lets down the crowd. After we drew attention to a woman with a prosthetic leg and a nonverbal athlete using a voice device, a campaign for a fitness app showed better outcomes. People saw it as real and could identify with it. Moreover, I always highlight images that could be excessive—like fast strobe cuts or videos without captions. We handle that early to guarantee everyone may participate. From the start, a good campaign should invite everyone.

For me, marketing is all about enabling people to feel acknowledged, thus this matters to me. Inclusion is a right for everyone. This will also help your business be relevant throughout time."

Build a quiet mode option

Hone John Tito, Co-Founder at Game Host Bros

"I don’t just tick boxes when it comes to accessibility—I break stuff until it works for everyone. We test our campaigns with real tools like NVDA screen reader and VoiceOver on every update, not just at launch. I’ve had designers roll their eyes when I told them to scrap flashy colors because red-green combos fail 1 in 12 guys. I’ve done it anyway. Captions? Always human-edited. I’ve pulled ads 48 hours before a launch because auto-captions were off by half a beat. People don’t think about how that messes with the flow, but it does. We stripped out animations from a promo once and saw a 27% jump in engagement with neurodivergent users. Simple works.

Mental health isn’t a checkbox either. We built a quiet mode—muted sounds, no flickers—and watch time doubled for users who needed it. We don’t hide support behind a “resources” link. We ask mid-campaign, “Need to pause?” And yeah, people used it. Scripts don’t cut it, so I make sure our team trains for real. You want to talk accessibility? Prove it. Or you’re just pretending."

Audit accessibility and run campaigns that feel like a friendly exchange.

Samuel Huang, CEO at Telegram Ads Agency

"A few years ago, we helped a tech client launch a product during Mental Health Awareness Month. They wanted to be inclusive, but their initial digital assets weren’t screen-reader friendly and their videos lacked captions. Watching their campaign stall taught me that inclusivity isn’t a bonus—it’s essential. When you have the right tools and outlook, adding accessibility is not a negative aspect of your message; it's a positive one.

For the sensory and cognitive disabilities, the most suitable tools are having alt-text automation, voice-over integration, and keyboard-navigable designs. Clear, simple language and predictable layouts also help users with cognitive challenges better engage with content. Tools like WAVE for auditing accessibility and captioning services like Rev or 3Play Media are game changers. For mental health considerations, the key is subtlety: using empathetic language, avoiding triggering imagery, and embedding supportive messaging through storytelling. Campaigns that feel like a friendly exchange of views rather than a one-way communication usually resonate more and do not cause alienation.

Legally, for public events, compliance with the ADA (Americans with Disabilities Act) is non-negotiable. That means accessible entrances, signage, restrooms, and accommodations like ASL interpreters or assistive listening devices. I always advise event teams to run a pre-launch ADA compliance audit to avoid oversights. Accessibility isn’t just legal—it’s strategic."

Feature diverse abilities in storytelling

Liam Perkins, Digital Marketing Manager at Privr

"For people with physical disabilities, digital campaigns must prioritize screen reader compatibility (via semantic HTML and ARIA labels), keyboard navigation, and adjustable font sizes. Tools like WAVE and axe DevTools audit sites for accessibility gaps, while AI-driven captioning services, like Otter.ai, ensure video content is inclusive. High-contrast color schemes and alt text for all visuals (not just decor) are non-negotiables.

Integrating mental health considerations requires nuanced empathy. Avoid sensory overload with “quiet hours” for time-limited social media engagement and offer content warnings for triggering topics. Campaigns can normalize mental health by featuring diverse abilities in storytelling, like showcasing a wheelchair user discussing both accessibility wins and daily frustrations, without reducing them to inspiration tropes.

For public events, ADA compliance is the baseline: wheelchair ramps, sign language interpreters, and real-time captioning. Partner with disability advocates during planning to identify blind spots. Legal requirements vary, but proactive inclusion, like offering transportation stipends for attendees with mobility challenges, builds trust beyond checklists."

Breaking up dense content into bite-sized chunks

Moattar Ali, VP of Marketing at HARO Link Builder

"AI-driven alt-text generators (such as Microsoft's Seeing AI) and simplified language add-ons (like the Hemingway App) are the most beneficial sensory and cognitive accessibility features, as they enable people to consume content without compromising the message.

To integrate mental health, we apply trigger warnings and content, breaking up dense content into bite-sized chunks with headings. In our latest mental health campaign, this lowered bounce rates by 28% without lowering message impact.

For physical access to events, ADA Title III compliance cannot be bargained away. We collaborate with companies like Accessible.org to offer real-time captioning and wheelchair-accessible virtual event interfaces."

Simplifying the structure of every output

Katie Breaker, Sales Director at BirdieBall Golf

"We run national campaigns and in-person events, and our customer base includes a lot of folks with physical, sensory, and cognitive disabilities. That includes veterans, older adults, people with mobility needs, and plenty of folks who manage anxiety or sensory overload in day-to-day life. We learned pretty quickly that if the campaign isn’t built with access in mind from the beginning, people drop off. Or worse, they never show up at all.

One of the biggest changes we made was simplifying the structure of everything we put out. Our product pages used to have pop-ups, sliders, and little video clips that played on load. Those features looked sharp, but they were a mess for anyone using a screen reader or trying to process multiple elements at once. We stripped it all back. Now it’s clean, high contrast, and consistent. One topic per section. No hidden menus. No distractions. That helped people finish checkout without feeling overwhelmed, and it reduced our abandoned carts in key regions.

With our email campaigns, we used to run lots of limited time offers. Big countdowns, loud colors, and a push to buy now. We heard from customers who said those emails gave them stress or made them feel rushed. So, we slowed things down. We send one message per campaign, clear headline, calm design, and an option to pause emails if they’re not in the headspace for it. A lot of people used that pause button, and when they came back, they actually spent more and engaged more. Giving them that space made a difference.

At events, we started walking every site like someone using a wheelchair or cane would. We found the problem areas fast. Too many narrow entries, cluttered booth layouts, high counters, and no quiet place to take a break. We fixed that. We lowered counters, added seating with backs, printed large signs with clean fonts, and built a small rest zone into our booth footprint. We didn’t make a big deal out of it. We just made it part of how we show up. People use those spaces every time."

Making public-facing campaigns accessible is a legal obligation

Roy L. Kaufmann, President, Attorney & Civil Litigator at Servicemembers Civil Relief Act Centralized Verification Service

"If you're running a public-facing campaign, making it accessible to people with disabilities isn't optional. It’s a legal obligation. The Americans with Disabilities Act (ADA) lays out clear requirements that apply to both physical and digital spaces, and failing to meet those can open the door to legal complaints or lawsuits.

For digital campaigns, a few tools go a long way. Screen reader compatibility is essential, especially for users with visual impairments. That means using alt text on images, proper semantic HTML, and logical reading order. Captioning for videos and transcripts for audio are both critical for users with hearing impairments. And when you’re thinking about people with cognitive or neurological conditions, clarity is everything. No overloaded designs, no flashing graphics, and content that’s easy to follow. These steps aren’t just helpful. They’re expected under current ADA interpretations for digital platforms.

When it comes to mental health, it helps to keep language neutral and inclusive. Avoid stigmatizing terms and don’t try to speak for people. You want to create space, not prescribe experiences. Bringing in people who actually live with these conditions during the creative process can help catch things that might unintentionally isolate or misrepresent your audience. That kind of collaboration lowers risk, both ethically and legally.

Now for physical events, there’s a checklist you can’t skip. Venues need to have accessible entrances, ramps, and restrooms. You need to consider signage, reserved seating, and even things like service animal accommodations. The ADA requires reasonable modifications to policies and physical spaces, which means you don’t have to redesign a building from scratch, but you do have to make sure no one is being shut out because of a disability.

Bottom line, accessibility should be baked into your strategy from the start. Not tacked on at the end. And when you treat it as part of your compliance responsibilities, you avoid legal trouble and create a better experience for everyone."

Build campaigns in collaboration with mental health organizations

Alex Smith, Manager & Co-Owner at Render3DQuick.com

"I make inclusive campaigns through our 3D visual content for everything from multi-unit housing to branded environments, which is why I believe mental health considerations need to be built in from the first creative meeting, not added as an afterthought.

The most effective way to do this is through direct collaboration with mental health organizations. They bring clinical and community-based knowledge that marketing teams simply don’t have. Working with them allows campaigns to reflect real needs, not assumptions. This includes reviewing messaging tone, visual pacing, language clarity, and even the sensory load of an experience, all of which can impact accessibility for people with anxiety, ADHD, or PTSD.

Campaigns built this way stay accessible without needing to declare themselves as such. That balance only happens when experts are in the room early. In my experience, the strongest campaigns are the ones that communicate with care from the inside out, and that always starts with who’s helping shape the message."

It’s about empathy, not just compliance.

Peter Murphy Lewis, Founder & Fractional CMO at Strategic Pete

"Accessibility shouldn’t be an afterthought—it should be baked into every campaign from day one.

I’ve led campaigns that reach global audiences in multiple languages and abilities, and here’s what I’ve learned from both the wins and the misses:

Tools that move the needle:

• Alt-text + Captions + Transcripts: These are table stakes. We use Descript and Otter.ai for transcriptions and real-time captions. For visuals, we write alt-text that adds context, not just labels an image.

• Readable Design: We apply WCAG 2.1 guidelines to all creative—color contrast checkers, screen-reader testing (NVDA + VoiceOver), and low-distraction layouts that help neurodiverse users process information better.

• Micro-interactions: We’ve experimented with haptic feedback in mobile and hover prompts for users with sensory sensitivity, and they respond really well when the UX "feels safe."

Mental health isn’t a side note—it’s the main note: We make sure campaigns respect pace and choice. Long opt-in forms? We break them down. Overwhelming CTAs? We simplify. It’s about empathy, not just compliance.

Events & legal stuff: I’ve consulted for public-facing brands that needed full ADA compliance. You’re looking at:
• Clear signage, ramps, and seating plans (based on ADA Title III)
• On-site ASL interpreters or CART captioning
• Emergency procedures that consider mobility impairments

At Strategic Pete, we say: If your campaign doesn’t include everyone, it’s not complete."

Mental health integration requires permission-based messaging

Kiara DeWitt, BSN, RN, CPN—Founder & CEO at Injectco

"Accessible campaigns require built-in redundancies that do not assume sensory, cognitive, or mobility uniformity across the audience. You can use captioned videos for all internal and client-facing education because a visual model without textual reinforcement loses about 25 percent of clarity for auditory or cognitive processing deficits. Campaign design must operate on multiple modalities at once, meaning text, audio, and visual pathways need to be layered without overwhelming the screen or mental bandwidth. Long-form text must be broken into 40 to 60-word sections. Color usage should stick to high contrast ratios without using red-green patterns.

Mental health integration requires permission-based messaging, not command-based framing. You should build copy using options rather than directives so that no user feels trapped or pressured inside the campaign funnel. For example, offering a button labeled "Learn at Your Own Pace" instead of "Enroll Now" decreases anxiety trigger responses by giving users autonomy over decision-making speed. For public events, ADA compliance begins with entryway width of at least 32 inches, accessible bathroom routes within 200 feet of main gathering zones, and ramp gradients no steeper than a 1:12 ratio. The devil is in the details when hiring event staff. Every greeter must be trained on basic wheelchair etiquette, i.e., never pushing a chair without consent or leaning on mobility aids."

#PRontheGO