COI launches Inclusivity Consultancy

COI Communications has launched the Inclusivity Consultancy in a bid to communicate with the growing proportion of the population that is either in a marginal or minority group.

The consultancy will supply Whitehall clients with advice on how to reach ethnic minorities, disabled people and the elderly. People with poor literacy and grasp of English will also be incorporated.

Alan Bishop, the chief executive of COI, insisted that it was not a move motivated by a desire to be politically correct. He said: "The Government is focused on the delivery of public services. This means that we have a unique duty to communicate with every citizen on issues that have a direct impact on their life, from health and education to benefits and employment.

"We need to recognise audience fragmentation as much as media fragmentation and plan our campaigns accordingly."

The unit has been set up in response to research which reveals that there's been a 44 per cent increase in ethnic minorities in the past ten years.

There are also more over-60s than there are children.

It is estimated that up to seven million adults have literacy and numeracy problems. One initiative will create a language and literacy map of the UK.

Sean Larkins, who will head the unit, said: "This is a wide-reaching project that looks not only at levels of social exclusion, but also languages spoken, read and preferred methods of communication."

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