Asda's Inclusive Hour


Support the trial of an ‘inclusive hour’ at stores in Greater Manchester and in Kent, to help customers with autism and dementia and others who struggle with loud noise. The activity was to build on the success of ‘Quiet Hour’, which made headlines back in 2016 when Asda was the first retailer to launch the initiative at its Manchester Living store, after store manager Simon Lea watched the experiences of a customer with her autistic child in the store.


Working with Asda, the trial at eight stores was announced to coincide with ‘Purple Tuesday’ the UK’s first accessible shopping day, organised by the disability organisation ‘Purple’ and backed by the Government’s Office for Disability Issues (ODI).

In addition to publicising plans locally to turn off displays, tannoy announcements and other noises for an hour ever Tuesday, at the trial stores; we also put Simon Lea at the front the campaign on a regional level to explain why Asda was backing the initiative – and how it is a huge step forward towards driving the agenda around inclusivity and making retail store environments accessible to all.

Asda was also featured nationally, including in broadcast, print and online, as one of the lead retailers backing the Purple Tuesday initiative, with the ‘inclusive hour’ mentioned across several titles as the only tangible in-store case study example.


The initiative received extensive editorial coverage, and endorsement, in regional titles across Kent and Greater Manchester, as well as nationally – with thousands making positive comments on Asda’s social media channels championing the idea and requesting the trial to be extended to their local stores.

Following the publicity around the trial initiatives, it is now set to be rolled-out permanently in the trial areas, as well as at stores across the UK, throughout 2019.

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