Engaging Disabled volunteers with Purple Goat
Between 2022-2023 the NIHR BioResource worked with inclusive marketing agency Purple Goat and members of the Disabled community to ensure that our documentation, communications and marketing materials are accessible to everyone, including people with disabilities.
Our project consisted of two phases:
1. A feedback session with Disabled consultants to review our existing processes and materials
2. Co-creating content with members of the Disabled community to improve inclusivity, accessibility and the onboarding process for disabled volunteers.
Phase I of this work consisted of feedback sessions facilitated by Purple Goat, with seven Disabled content creators and Disability consultants. This included people with diverse visible and invisible disabilities such as deafness, neurodiversity, visual impairment and wheelchair users. Participants were asked to review materials such as participant documentation (information packs, data collection forms etc.), promotional materials and volunteer sign-up processes and provide feedback and insights on any barriers to participation they found while navigating these materials.
Below is a summary of the key points of improvement from the feedback:
- Presentation and clarity of information, questions, and instructions
- Rectifying any ambiguities in wording
- Addressing sensitivities and the purpose of questions being asked – this ensured that inclusive language and intersectionality are taken into account, so that participants feel respected and understood
- Visible representation is important to feel seen
- The value of a person’s participation and call-to-action needs to be clearly communicated
- Addressing accessibility considerations when joining the BioResource
- Addressing language disparities
- Accessibility improvements for our website
- A multi-channel approach is key as Disabled people use a variety of different platforms
- Visible representation will actively encourage participants to become future volunteers
- Amplifying personal stories on social media from members of the community with lived experiences increase engagement, trust, and authenticity as well as humanises the work of the BioResource
This resulted in resources demonstrating how the BioResource can support any accessibility need a disabled volunteer may have.
The BioResource has been working to implement the above recommendations within our ongoing strategy and working processes. For example, a central point raised throughout the workshop was the need for representative imagery, so the BioResource held a photoshoot featuring five Disabled models. These photos have since been implemented across our materials, such as our volunteer flyers distributed across all NIHR BioResource Centres and at community and public involvement events.
Phase II focused on co-creating content with members of the disabled community to improve inclusivity, accessibility and the onboarding process for Disabled volunteers resulting in resources demonstrating how the BioResource can support any accessibility need a disabled volunteer may have. Additionally, the BioResource worked with the Purple Goat team to undertake disability representation and inclusivity training for all staff members to gain a better understanding of the diversity and needs of people with disabilities and create an inclusive environment at BioResource.
We strive continually to ensure that at any point of entry, virtually or in person, the BioResource is welcome and open to disabled volunteers.
Removing language and sensory barriers with Accessible Materials
We want to ensure that the BioResource’s documentation, communications and marketing are accessible to everyone. We therefore strive to provide clear and accessible communications in multiple accessible formats and languages. We are mindful of using plain English, glossaries for complex terms and inclusive language. We aim to set clear expectations from the outset as to the frequency and format that our volunteers and public contributors will receive communications.
In 2024, we launched an Accessible Materials working group to further remove barriers to joining the BioResource and make the BioResource’s work more accessible and inclusive for underrepresented groups in research:
Translation of materials into multiple languages such as: Urdu, Punjabi, Arabic, Gujurati, Bengali, French, Polish and Romanian.
Information sheets for D-CYPHR study are tailored to different age groups, such as: an assent (agreement of someone not legally able to give legal consent to participate in an activity or decision) form for children in addition to adult consent form for the D-CYPHR study, and an infographic consent form to enhance understanding.
The BioResource underwent a Web Content Accessibility Guidelines (WCAG) audit and recommendations to make our website more accessible for those with visual and hearing impairments. Some examples include:
- Using a screen reader to ‘read’ content out loud
- Using a screen magnifier to enlarge part of screen
- Using voice commands to navigate website
- Change browser settings to make content easier to read
- Providing transcripts for audio and video content
- Providing captions for videos
- Ensuring content is structured logically and can be navigated and read by a screen reader
Create a version of a BioResource Information leaflet tailored to people with disabilities, including pre-appointment screening questions to ensure that all appointments are accessible and everyone’s needs can be met.