UK 0800 999 5090 / ROI 048 8772 2247
header-1-1200x675.png

In recent months there has been something happening on social media. Now if you are not in the world of marketing, or even just the niche that is marketing to disabled audiences, this movement may have completely escaped your attention, so we thought we’d help bring it into sharp focus.

How it all began

One woman, Victoria Jenkins, founder of adaptive clothing label Unhidden Clothing, noticed that despite carefully targeting her adverts, painstakingly researching her hashtags and producing cleverly curated content, her adaptive brands reach on social media wasn’t what it should be.

After looking into why this could be she made a shocking discovery which she then spoke out about on social media. The response from 100’s of other adaptive clothing, mobility aid suppliers and other disability brand marketers showcased them and their small business promotions were blatantly being silenced by social media algorithms.

She posted way back in April about her findings and started a powerful movement against the obvious and unfair censorship of disability on all social media platforms. What followed was nothing short of impressive, as the community that had been brought together because of this social media censorship, united to try and make a difference together.

So how can this happen?

Definition of Social Media Algorithm: a technical means of sorting posts based on relevancy instead of publishing time, in order to prioritize which, content a user sees first according to the likelihood that they will actually engage with such content.

By definition, carefully curated targeted content should reach our desired audiences and encourage engagement with relevant brands, this has however turned out not to be the case. With examples coming out from the 100’s of adaptive business owners and brands proving their posts and ads have been banned or stopped by social media platforms for containing “sensitive material“.

The likes of Seated Sewing who specialise in adaptive garment sewing and hospital gowns had their ads cancelled because the “bodies and skin” on show are not what people want to see. Or Slick Chicks who design accessible intimates for diverse bodies having their work censored for using models who’ve had mastectomies or amputees, the people who represent their target audience!

These are just two examples of a bigger problem but luckily 20 of these dedicated brands have now come together to change the landscape and level the playing field for digital marketing accessible products.

How tbc conversions are involved

At TBC Conversions we provide wheelchair accessible vehicles to those who need them. We work in close partnership with the Motability Scheme to deliver seamless service to all our customers throughout their vehicle lease.

Marketing for TBC Conversions has recently taken a large leap into mainstream social media, but the struggle is real, even in the adaptive automotive industry. Carefully curated reels and videos of vehicles converted to allow wheelchair access are clearly getting less reach and/or engagement than their abled counterparts. Working under a large established motor dealer group, we are able to compare how our posts perform and there is a clear difference.

So far, we have not faced any difficulty with paid social advertising, but this could be down to the fact that we haven’t used any live models in our promotional videos as yet.

We would like to move forward with live reviews of our vehicles, using real wheelchair users, and want to shoot more promotional material with relatable models in the shots, although until the playing field is levelled and the restrictions and censorship stop, this could just be money and effort down the drain.

As many of the brands involved in the movement are small to medium businesses, money and time are precious commodities. To stand out in such a niche market takes dedication, creativity and at the end of the day cash, as we all know social media is pay to play these days. All these things are easy to produce when you are running a business close to your heart, as the passion is there, but when your work is rejected censored or deemed “sensitive” by an algorithm it can be soul-destroying. This plus the fact that you know your target audience aren’t being fairly represented on any social media platforms.

Thanks to the brands behind #DiversityIncludesDisability all adaptive and disabled industries could start to see positive change in the way social media platforms promote our hard work. Let’s hope that in the near future, disabled brands and indeed audiences will receive the same representation as their able counterparts.

 

To find out more about the #DiversityIncludesDisability movement and the brands that are pushing for important change head over to Instagram and search the #.


new-web-page--1200x852.png

We’ve been working hard since the start of 2021 to bring our customers a new and improved user-friendly website, and finally we’re so happy to be able to showcase our finished results. Take a look around our exciting new web page filled with advice and ideas for vehicle conversions, wheelchair accessible adaptions and our customer and client experiences.

TBC Mobility Conversions Sector

During the last two years, the world has become more accessible to those living with disability and, as we begin to return to “normal” there is a real focus on how we can continue making our cities, events, hospitality and leisure venues more accessible.

At TBC Conversions we welcome this change and join hands with a whole host of communities and companies who are leading the accessible revolution.

Motability mobility conversions page

We’ve been designing, producing and developing wheelchair accessible vehicles since our inception and over the years we’ve paired our own pioneering technologies with the expert engineering of leading vehicles manufacturers such as Volkswagen, Ford, Citroen, Vauxhall and many more.

At TBC Mobility Conversions our range of wheelchair cars offer those living with disability a greater level of freedom on the road. From the small yet stylish VW Caddy Maxi Life and Ford Grand Tourneo Connect to the larger VW T6.1 Range and Mercedes Sprinters, our wheelchair car conversions cover a wide range of mobility needs and can be viewed and researched easily on our new web page.

TBC Taxi & Bus Conversions Sector

Where it all began for TBC, we’ve been converting accessible minibuses and taxis for companies, organisations and local authorities to help keep vulnerable people mobile in some of the most rural areas in the UK.

Taxi & Bus conversions page

During the pandemic our team have missed getting out on the road to see our long-standing clients, we do however hope that our new website and relaxing of travel restrictions will allow us to continue providing our usual standards of reliable services.

Our minibus conversions have come on in leaps and bounds and we will be focusing on the future of group travel and accessible transport in the months to come. Now more than ever, local charities, communities and organisations will be focusing on keeping people safe and comfortable during travel and we hope to play an important part in helping them move forward back into accessible group travel in the near future.

TBC Specialist Conversions Sector

Finally, our specialist conversions sector will highlight all the bespoke vehicle conversions and adaptions we carry out on everything from vital medical transportation to work vehicles and crew vans. Our engineers work with the very best suppliers to provide tailored storage solutions, safety systems and unique vehicle adaptions to give our clients the tools to run their businesses and personal venture more effectively.

Specialist vehicle conversions page

On our new website, you can view some of the past conversions we have completed for the likes of Donagh Kelly Rally Team, GAA (Gaelic Athletic Association), Mountain Rescue, IMT Medical Transport and many, many more.

Our highly skilled technicians can supply and fit a range of vehicle adaptions including safety lights, ply lining storage, specialist refrigerated interiors, kitchens, mobile workshops and basically anything you can think of that will benefit your business or leisure activities. We are here to help you make the most out of your vehicle and we’re always up for a challenge.

Now that you have had the guided tour, why not get in touch with your vehicle conversions needs, whether that’s a Motability lease vehicle, an accessible minibus or taxi, a leisure vehicle or something entirely of the spectrum. Let TBC Vehicle Conversions take care of adapting or sourcing a vehicle that helps you live the life you want to lead.

Call 0800 999 5090 or email sales@tbcconversions.com for more assistance or fill in one of our fabulous new contact forms and we will come back to you in due course.


TBC Conversions

Our attention to detail, good service, outstanding value and respect for all are just some of the qualities that instill trust within our customers who return to the TBC Group year after year and generation after generation.



TBC Conversions Ltd (NORTHERN IRELAND)

50 Far Circular Rd,
Dungannon
Co. Tyrone
BT71 6LW
Northern Ireland

Tel: 0800 999 5090

TBC Conversions Ltd (ENGLAND)

Unit 3
Brunel Road
Bromborough
CH62 3NY
England

Tel: 0800 999 5090