Development of a Transmedia Awareness Campaign for Digital Inclusion: A study on Assistive Technologies for Children with Special Needs

Introduction: Digital inclusion is fundamental to ensure that all people, regardless of their abilities, can access and benefit from digital technologies. This is crucial in inclusive education, where Assistive Technologies (AT) are key for the learning and inclusion of children with Special Educational Needs (SEN). This study developed a transmedia campaign to promote digital inclusion and the importance of AT for children with SEN, through a multichannel communication strategy.

Goals and Methods: The campaign was disseminated on Facebook, Instagram, and YouTube, due to their wide reach and ability to engage different segments of the population. The methodology included: i) analysis of best practices in inclusive digital communication, and ii) semi-structured interviews with AT specialists from an Information and Communication Technology Resource Centre (CRTIC) in Portugal. The first focused on campaigns on social inclusion and AT, identifying, through a content analysis, effective communication strategies, storytelling and engagement. The interviews, which were submitted to a thematic analysis, provided important information into AT’s role in schools and guided the creation of content that demonstrated how AT supports inclusive education.

Results: Based on the information gathered, two main types of content were created: a series of three explanatory videos on the use of AT in educational settings and static posts with detailed descriptions of different AT, such as braille lines, cochlear implants, and keyboard and mouse alternatives. This combination allowed for the effective dissemination of informative and engaging content.

Conclusions: The transmedia campaign successfully promoted digital inclusion and raised awareness about AT, reflecting the expert insights gathered through the interviews. This study highlights the importance of effective and inclusive communication in promoting equity and social inclusion. It also demonstrates how combining the analysis of best practices with qualitative data can support the development of communication strategies that enhance both awareness and social equity.