The Bell Lager ObaFest, which took place last Sunday at Jahazi Pier Munyonyo, marked a series of firsts, notably a deliberate effort to make the festival welcoming and accessible to people with disabilities. Partnering with Light For The World, a social organization advocating for disability inclusion, Bell Lager ensured that the festival had provisions for persons with disabilities, including wheelchair accessibility, designated pathways, parking areas, clear signage, and proper sanitation facilities.
One of the most commendable aspects of the event was the inclusion of performances by artists with disabilities, namely Sarah Short and Adrian Magala. Additionally, the festival featured sign language interpreters on both stages, catering to attendees with hearing impairments.
This decision to provide sign language interpreters was well-received by festival-goers. Anthony Natif, a Twitter user (@TonyNatif), praised the move, saying, “Also, @Bell_Lager, to have a sign language interpreter at the #BellObaFest was such a lovely touch. You love to see brands that espouse the ethos of inclusion. Very nicely done.”
These initiatives are part of Uganda Breweries Limited, the parent company of Bell Lager’s, ongoing commitment to inclusion and diversity. They have initiated several programs aimed at providing direct employment opportunities for individuals with disabilities at their Luzira brewery. Furthermore, they offer training and skill development through the Diageo Bar Academy, creating job opportunities for people with disabilities in the hospitality sector.
Grace Amme, the Brand Manager for Bell Lager, emphasized, “Through the disability-inclusive initiatives at ObaFest, we are leading the conversation about making events and the hospitality industry, in general, more inclusive for persons with disabilities, as we work to shape a more inclusive society.”
Notably, Bell Lager was the first company in Uganda to feature an inclusive advertisement, and all Bell ObaFest ads include sign language interpreters. This approach ensures that people with hearing disabilities are not excluded from mainstream marketing and communication efforts.
