Talking International Day of Persons with Disabilities

For International Day of Persons with Disabilities on Friday 3 December 2021, we sat down with Regional Director in our Middle East team, and key member of the Global Diversity & Inclusion Council at CSM, Mike Davis.

Can you tell us a bit about the work you do at CSM and what being on the Diversity & Inclusion Council means to you?

I’ve been a part of CSM for 20 years next March, with 12 of those based in the Middle East. My role is very varied which is great – never a dull day in Arabia and helping build and lead the business in the Middle East has been an extraordinary journey! Currently I:  

  • Oversee our Strategy & Consulting function in the region,  
  • Drive revenue through new business generation and organic growth, maintaining and nurturing relationships for key clients,
  • Report into Group on business performance, 
  • Sit on the Regional and Global Diversity & Inclusion Councils. 

I’m privileged and proud to have helped establish our D&I Council at CSM and create a framework for the business globally. It’s important from both a regional and global standpoint to try to drive a change in the culture at CSM around the world. We have made some positive changes in our D&I journey, but we know we’re only scratching the surface. Change doesn’t happen overnight, but I’m confident we have the right framework to create the level of change we’re looking to achieve.

Why do you think International Day of Persons with Disabilities is important and what does it mean for CSM as a business? 

The day itself is an important reminder to us all to take the time to consider the challenges, barriers and opportunities for people who live with disabilities. Recognising these days throughout the year is a great step forward, however it’s important to ensure these moments in time become engrained in our culture and in our business, and we’re backing this up with meaningful action. Every day should be International Day of Persons with Disabilities, as it should be with all other causes and movements. Today is a gentle reminder to acknowledge and recognise, and if we succeed in our efforts with D&I, these movements should be everyday recognition.  

 

In the Middle East, we know you have a disability in workplace programme, can you tell us a little more about that? 

Abu Dhabi hosted the Special Olympics World Games back in 2019, and when we were pitching for this work in 2017, it coincided with the birth of my second daughter – Tallulah. Tallulah was born with Down’s Syndrome, and two weeks later I was in a room pitching to deliver the Special Olympics. My family’s lives were suddenly on a different journey, and the importance of D&I became more relevant in our world than it had been days prior. We were blissfully ignorant in many ways, and the Special Olympics and the importance of having a more diverse and inclusive mindset became much more relevant, both personally and professionally. It’s an incredible movement, and as a business we made a pledge to the Special Olympics that CSM would be a flagbearer for driving a more inclusive industry. Part of that pledge was providing opportunities for people with intellectual disabilities in the workplace.  

We began by giving placements to individuals to come and see what it’s like to work in a corporate environment, and we partnered with SEDRA, an organisation who help place and manage integration of People of Determination into the workplace. Our office assistant in the UAE, Clari – a medal-winning Special Olympian, joined us on this placement and fitted into the culture and business of CSM seamlessly. Clari is now a full-time member of the team. She is employed on merit, has the skillset to perform the role we offered her, and is involved in everything a typically able employee is involved in. 

I would love to see this programme replicated across CSM globally, as it would bring a huge amount of value to our business from a cultural and D&I standpoint. 

What do you think the sports marketing industry can do to be more inclusive for those that don’t have visible disabilities? 

We are incredibly privileged to work in a sector that is a passion point for billions around the world. It’s important that the industry uses those passion points to help deliver the awareness, understanding and inclusion for people with a disability. The industry can do a huge amount to affect change. Everyone, regardless of sector, is responsible for ‘looking up’ and thinking differently.

Woman in wheelchair in front of together we rise mural

What are some of the standout partnerships or campaigns you’ve seen in this space, helping to support and advance those people living with a disability? 

When Channel 4 broadcasted the Paralympics in London 2012, they created superheroes out of the athletes, and rightly so. It was astonishing to see the level of engagement, interaction, acceptance, and future-focused inclusion that was created from that.  

Plus, the work that we do with Citi around the Paralympics and how brilliantly they’re flying a flag for driving those messages of awareness, understanding, acceptance and inclusion. Similarly, Unilever and P&G stand-out as two brands that I think are gold-standard in most of what they do. When they get behind a movement, they really get behind it and drive the agenda forward, and disability and inclusion is an important part of that. 

The Valuable 500 use the power of business in driving lasting change for the 1.3 billion people around the world who live with a disability. They collaborate with 500 of the world’s most influential corporations to integrate programmes to drive a more inclusive society. An amazing movement which is at the start of its journey.

Let’s turn our attention to the work we’ve done with Special Olympics. What impact do you think having the event in the Middle East had on the region and what was it like being involved in that global event?  

The standout movement I have seen globally in helping to support and advance those living with a disability is the Special Olympics and specifically the impact Special Olympics World Games had on Abu Dhabi and the UAE in 2018-2019.  The difference between how people with a disability were perceived pre and post the Special Olympics World Games in 2019 in Abu Dhabi was night and day. I’ve never been involved in a project that has as much federal government support, and leaders that put their heart and soul into supporting it. It was an amazing experience and for me, absolutely standout in term of the most uplifting major event I’ve ever been to. Most importantly is the legacy it left – over 30 federal laws were passed in the UAE to enhance the lives of People with Determination. The long-term impact it is having and will continue to have is now beginning to surface. 

 

It is now known that the pandemic disproportionately impacted those living with a disability, and one of the themes of IDPWD this year is around ‘fighting for rights in a post-covid era.’ How important is it that we start to see meaningful change, and how hopeful are you that things are moving in the right direction?

It feels as though there’s real momentum around purpose driven campaigns and recognising the need to drive positive change. Covid was, and continues to be, a very challenging time for those living with disabilities. Employment opportunities fell off a cliff, many are in a high-risk group, plus the challenges around isolation and the impact it has on mental health. The impact of these is only accentuated for people with a disability.  

We can always do more to support, and if we all take note of that, as individuals, as businesses, as an industry, then we can make meaningful change. Ultimately, it’s down to each individual to drive awareness and challenge their friends, families, and employers to do more.