Long-term planning, everyday practice

This one-day online event will help you create long-term approaches to inclusive marketing; with actionable insights you can put into practice every day.

It’s an opportunity for you to think differently about who your audiences are and who they could be, with a focus on groups who are largely under-represented in our audiences; disabled people (visible and invisible), and people of the melanated Global Majority*

You’ll come away feeling more confident about how to create truly inclusive marketing campaigns that engage diverse audiences and foster a sense of belonging. 

When: Wednesday 18 September

Reaching New Audiences is an online event that will take place on Wednesday 18 September 2024. We expect the day to run from 9:30am — 3:45pm, but will confirm these timings as we move closer to the day.

If you have any access requirements, please contact jack@a-m-a.co.uk

Why come to Reaching New Audiences?

During the day we’ll explore inclusive language, accessible marketing and how to use data to underpin and measure your approaches.  

This is your chance to learn from industry experts and peers, and come away with practical tools to attract new audiences and build more inclusive marketing approaches.

Through expert speaker sessions, real-world case studies from cultural organisations and interactive small group discussions, you’ll gain valuable knowledge and space to reflect on what you will put into practice. 


Early Bird Member rate: £80 + VAT
Rate available until 18 July 2024

Standard Member rate: £130 + VAT
Rate available from 19 July 2024

Small Organisation/Freelance Member rate: £70 + VAT

Non-member rate: £175 + VAT

Book now


There are 7 bursaries available that cover the full delegate cost of a place at Reaching New Audiences.

Application deadline: Monday 22 July at 12pm

A man and three women talking on a bench in an art gallery
Image courtesy of Greg Milner – MAC beyond windrush opening
3 people enjoying backstage tour
Image courtesy of Justin Slee – Community Partners Peer Support Service enjoy a backstage tour with Opera North.

What will I gain?

  • A clear understanding of why inclusive marketing matters and what this looks like in practice
  • Tips for creating a sense of belonging through inclusive language, because words matter
  • A set of actions that you can take from the day and implement immediately at your organisation to create more inclusive campaigns

Who is it for?

The AMA believes that equality, diversity and inclusion (EDI) should underpin all the work we do in our roles, our organisations and society. To help share the latest thinking and best practice in this area we organise two annual events that focus on EDI:

Inclusivity and Audiences Day, which is aimed at those in leadership positions with an emphasis on why this work is so important.

Reaching New Audiences, which is aimed at those planning and delivering marketing activity and focuses on the practical steps you can take. 

Therefore Reaching New Audiences is ideal for marketers at officer and manager level i.e. the ‘doers’.


Thanks to Arts Council of Wales and Accessible by Design, there are 7 bursaries available for Reaching New Audiences. These bursaries cover the full delegate cost for the event and are open to both AMA members and non-members.

Application deadline for all bursaries: Monday 22 July at 12pm

Arts Council of Wales bursaries

All applicants must meet the following criteria: 

  • Individual applicants must be working as an arts freelancer based in Wales or in an arts organisation based in Wales

Accessible by Design bursaries

All applicants must meet at least one of the following criteria:  

  • You identify as blind, visually impaired, D/deaf, disabled or neurodivergent 
  • You are an individual or member of an organisation working within disability arts  
  • You work in a diversity-focused role and/or for a diverse-led organisation 
  • You are an individual from a culturally and/or ethnically diverse background (including, but not limited to, the 9 protected characteristics identified by the Equality Act 2010: age, disability, gender reassignment, marriage and civil partnership, pregnancy and maternity, race, religion or belief, sex, and sexual orientation)  


We’re currently programming the event and hope to have the first set of session details available to announce in June.


Elma Glasgow

Headshot of Elma Glasgow

Inclusion Consutlant

Based in Suffolk, Elma is a national award-winning inclusive engagement, storyteller and communications consultant. She helps strengthen bonds between individuals, organisations, audiences and communities by guiding clients on creating content that is authentic, anti-racist, and representative of society. Her clients include University of Cambridge, Colchester + Ipswich Museums, Rambert and the National Horse Racing Museum.

Dr Shani Dhanda

Headshot of a South Asian disabled woman, Shani Dhanda.

Disability Inclusion & Accessibility Specialist, Social Entrepreneur and Broadcaster

Recognised as the UK’s most influential disabled person and the BBC’s 100 Women Laureate of 2020, Dr Shani Dhanda collaborates with businesses and brands to authentically embrace inclusion and accessibility. Her expertise in disability inclusion has had a global impact, collectively reaching over 1.5 million employees worldwide. Navigating the world as a South Asian woman experiencing disability, her intersectional activism serves as a catalyst for challenging social inequality worldwide.

Ettie Bailey-King

Headshot of Ettie Bailey-King

Inclusive and Accessible Communication Educator

Ettie is an inclusive and accessible communication educator. She works with organisations including Amnesty International, Wellcome, Savills, Global Witness and Girlguiding, helping them to ditch their fear around inclusive language and accessibility. On the inclusive language side, she particularly focuses on LGBTQIA+ inclusive language, Disability, sexual orientation, race and more. On the accessibility side, she helps people to create content that works better for everybody, whether they are Disabled, neurodivergent, tired or distracted. 

Ren James

Headshot of Ren James

Head of Content & Web Projects, Splitpixel

Ren is a content person and website project manager specialising in access, inclusion, UX and SEO. With a background in culture journalism, she has 18 years of experience in content creation, with 10 of those spent at digital agencies, where her focus has shifted to content strategy and website delivery. Her primary career goal is trans liberation for all. Beyond that, she enjoys artisanal vegan cheeses and punk music.

Rhianna Howard

Headshot of Rhianna Howard

Head of Marketing & Communications, Mercury Theatre

Rhi has worked at the Mercury Theatre, Colchester for the past seven years in various guises and most recently as Head of Marketing & Communications. Her specialisms include campaign management, content creation and audience development. A neurodivergent individual, Rhi has a real passion for access & inclusion within theatre and launched the Mercury’s Access for All Scheme in 2021.


*Global Majority is a collective term that refers to people who are Black, Asian, Brown, dual-heritage, indigenous to the global south, and or have been racialized as ‘ethnic minorities’. Globally, these groups currently represent approximately 80% of the world’s population. (Source: Rosemary Campbell-Stephens MBE, Leeds Beckett University). If you self-identify as a member of the melanated Global Majority, you might be interested in our Affinity Group.

Image credits:

  • Image courtesy of Elma Glasgow (c) John Ferguson
  • Dr Shani Dhanda (c) Andy Fallon