43_GF.qxp_Grid 21/12/2021 12:52 Page 1
Opinion: Diversity
The Hear And Now Rose Ayling-Ellis competing in and ultimately winning Strictly Come Dancing not only brought immense joy to millions in awe of her dancing talents, but also gave a voice to the deaf community. Jenny Baker, one of the founders of Out of the Box Cards was invited by PG to share how the publisher has made a commitment to reflect disability on its greeting cards as part of the industry’s progress on diversity and inclusion. “There is no doubt about it, Rose Ayling-Ellis being on Strictly has raised a lot of awareness of those living with disabilities and like millions of others, I have experienced a real sense of awe watching her dance. When we first got together to dream up Out of the Box Cards, we said that one day we'd like to create cards that reflect disabilities. There are 14.1 million people in the UK with disabilities, and that one word is used for a huge range of conditions, some of them are visible and some of them are hidden.
Over several months, Grace [Rae, who co-runs the card publisher] talked to people who describe themselves as disabled to find out more about their experience of buying cards or being sent cards and received some insightful responses. Here are some of the things we heard… l One woman who uses a wheelchair said that she doesn't always see herself as disabled. She enjoys adventure and likes to push boundaries. She once abseiled down a tower and the most difficult part of the day was the journey across town to get to the tower. Sometimes the most disabling thing is other people's attitudes or the lack of inclusive planning. l There was huge respect for Paralympians, but an acknowledgement that sometimes
Above: Strictly winners Rose AylingEllis and Giovanni Pernice dancing their Couples Choice which included a silent segment to raise awareness for the deaf community. Left: The Rocket Chair card design from Out of the Box Cards’ birthday range created in response to a young disabled girl’s observation. Below left: Jenny Baker (centre) with Out of the Box Cards’ team mates, Grace Rae (right) and Daisy Mojave Holland.
people with disabilities are expected to be superheroes. Most are very ordinary! Other times they are seen as victims, scroungers or in need of charity. l Many people disliked 'Get Well Soon' cards. 'There's so much ‘hurrying up’ on cards, rather than the empathy of sitting with someone.' Some people with disabilities frequently spend time in hospital or at numerous doctors' appointments. They may be living with chronic illness and won't 'recover'. Those with learning difficulties have them for life. They can adapt but there is no 'getting better'. There were requests for cards that recognised getting better might be a wiggle rather than a straight line, and that enabled people to express their support for the long term. l Someone reflected that she had never been given a card when her mental health has been poor, whereas cards are common when someone is physically unwell. She talked about the hierarchy of disabilities and that representing mental illness on Above right: Helen Keller (inspirational deaf and blind activist) features alongside Mum Shirl (committed to justice for Aboriginal Australians) and Yayori Matsui (women’s rights campaigner) feature on this Out of the Box design. Right: An inclusive design for girls in Out of the Box’s portfolio.
cards could be really difficult. A good question to ask is 'what is wellness?' She felt honoured to have touched the darkest parts of life through mental illness and had found that out of this, comes hope. It's a challenge to translate all of this and more onto cards, but we have made a start. For example, we were contacted by a mum whose four-year-old daughter Lily uses a powerchair. Lily had asked her why there were no cards with girls like her on them. We were delighted to create a design for her taking on board Lily’s suggestion that there should be rocket boosters and flames coming out the back of the powerchair - that is now part of our range.
We also included Helen Keller [the American author and disability rights advocate who was blind and deaf] on a Three Wise Women Christmas card. A new card encourages people to ‘Take Your Time’ with a fabulous poem on the back by Helen Seymour (a disabled artist) about slowing down, which could be sent to someone who's coping with illness or disability. So we have made a start and have made a commitment to reflect disabilities - the visible and the hidden.” PROGRESSIVE GREETINGS WORLDWIDE
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