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The Client
Human-centred design and technology consultancy Nexer Digital, specialising in creating accessible, inclusive digital products, services and experiences that help organisations meet user needs and enhance people's lives and work. With a focus on digital inclusion and social impact, Nexer works with companies in the public, private and not-for-profit sectors, both nationally and internationally.
PR Objective
Position Nexer Digital as a leading authority on accessibility and inclusive design, while driving awareness and urgency around the upcoming European Accessibility Act (EAA).
The PR Brief
With the European Accessibility Act fast approaching, businesses faced increasing legal and ethical pressure to ensure their digital products, services, and experiences are accessible to everyone. Nexer Digital approached Hendrix Rose PR with a clear challenge:
How do we move accessibility from a compliance conversation to a human one and inspire businesses to act now?
The campaign needed to:
Educate organisations on the legal implications of the EAA
Demonstrate the real-world impact of inaccessible design
Build emotional connection with business decision-makers
Position Nexer Digital as the partner organisations trust to navigate accessibility
To achieve this, we developed I Matter Too - a multi-channel campaign designed to win hearts and minds through real human stories.
Campaign Objectives
We set out to:
- Raise awareness of Nexer Digital and its accessibility expertise ahead of the EAA
- Educate businesses on inclusive design best practice and regulatory risk
- Engage audiences emotionally through real lived experiences
- Drive measurable action through an inclusivity pledge campaign
- Generate high-quality media coverage, links, and website traffic
The Insight
Accessibility is often viewed as a technical or legal requirement, not a human one.
Yet millions of people across Europe experience daily barriers when interacting with websites, products, and services that haven’t been designed inclusively.
We knew that to change behaviour, businesses needed to:
See the real impact of poor accessibility
Understand the commercial and legal risks of inaction
Feel emotionally invested in creating change
That insight shaped the creative and storytelling direction of the campaign.
The Strategy and Activation
We built a fully integrated campaign spanning earned, owned, and shared media, anchored by powerful video storytelling.
Hero creative: “I Matter Too” campaign video
At the centre of the campaign was an emotive video, showcasing real-life scenarios of people with disabilities navigating everyday digital and physical experiences.
The film shared personal stories, challenges, and moments of triumph, highlighting the consequences of non-inclusive design while reinforcing a powerful message: accessibility is about people, not just compliance.
The entire video was created in-house by Hendrix Rose PR from concept and filming to editing and production, ensuring creative control, authenticity, and speed to market.
The campaign also featured real voices of people with access needs and a range of disabilities who shared lived experiences to bring authenticity and authority to the narrative.
Campaign Launch: Aligning with Global Accessibility Awareness Day
We timed the campaign launch ahead of Global Accessibility Awareness Day (GAAD) to maximise media relevance and broadcast opportunities.
Earned media activity included:
- Sector-tailored press releases (e.g. retail, finance, public sector angles)
- Proactive media outreach across business, tech, and sector publications
- Spokesperson profiling and interview opportunities
- Feature articles exploring accessibility, inclusive design, and EAA implications
- Podcast and thought leadership opportunities
Shared media activation
To build anticipation and engagement, we rolled out:
- Teaser video clips across social channels pre-launch
- Campaign launch social content driving audiences to the full video
- Interactive polls and audience questions around accessibility and the EAA
- Community storytelling via the #IMatterToo hashtag
- User-generated content amplification to promote community and authenticity
Owned media content programme
We developed a range of supporting content including:
- A campaign launch blog
- Educational content: The business case for accessibility
- EAA Q&A content to demystify legislation
- Practical how-to accessibility guides
- Expert commentary and interviews
Ongoing press office
To sustain momentum, we delivered ongoing media storytelling around:
- Inclusive design best practice
- Real-world accessibility barriers
- EAA legal implications
- Positive case studies of inclusive organisations
The Results
Over the campaign period, we delivered:
- 81 pieces of media coverage in key retail, tech, digital, finance, travel and disability titles.
- Key coverage included MSN, CIO, Computer Weekly, Computer World, Retail Focus, Fintech Extra, Fintech Times, Travel Weekly and CXM
- 2.27 billion combined media reach
- 28 backlinks from media coverage
- Average domain authority of links: 45/100
- Increased website traffic during campaign period
- Increased engagement on LinkedIn during campaign period
- 322 YouTube video views
What We Learned
Human stories drive business action
Emotive storytelling helped translate accessibility from a compliance issue into a business and societal responsibility
Timing amplifies impact
Aligning with GAAD created a natural news hook and increased media appetite.
Integrated campaigns build momentum
Combining video, media relations, and content marketing created multiple entry points for engagement.
Accessibility is a leadership conversation
Businesses are increasingly aware of accessibility but need guidance on where to start and how to act.
The Impact
The I Matter Too campaign helped position Nexer Digital as a trusted voice in accessibility and inclusive design at a critical regulatory moment.
Beyond coverage, the campaign helped:
Strengthen Nexer Digital’s authority in accessibility strategy
Increase visibility among decision-makers ahead of the EAA
Drive engagement with accessibility resources and educational content
Support business conversations around inclusive transformation
Want your brand to lead change in your industry?
Let’s make it happen. Get in touch with Hendrix Rose PR.