As we brainstormed ideas, we started thinking about emojis. Emojis are how kids communicate and express themselves. But when we searched native keyboard and third-party apps, we discovered no one had made a keyboard with a special needs focus. All that existed was a stereotypical wheelchair icon. So we decided to make our own emoji keyboard and, staying true to Gillette’s ability-focused culture, we named it Emojability. First, we gave the wheelchair a much-needed update. Next, we added other equipment families text about, like a gait trainer, AFO braces, and adaptive ski and bike emojis. We also created a library of encouraging phrases, like “You got this” and “That’s how we roll,” because we want Emojability to be a way to advocate for those with disabilities. Above all, we wanted Emojability to be fun, relevant and easy to use, while celebrating ability.

Although available globally through Google Play and Apple, the target audience for Emojability was the Gillette community, and we launched the app through Gillette’s very active Facebook community and Twitter. The initial version included 35 emojis and five GIFs. Each one represents something our families regularly communicate about that we identified as a need. The “Sending good vibes” emoji, for example, is an easy way to let another family know you’re thinking about them if their child gets sick or is scheduled for surgery. “Rockstar” is a fun emoji to send to Dad with a video of today’s amazing PT session. The app was promoted through both paid and earned social media that drove to the Apple and Google Play app stores.

Without any paid support through Facebook and Twitter, over 10% of Gillette’s followers have adopted the Emojability app, and we’ve had 150,000 keyboard launches to date. But the big news is that, for the first time ever, those with special needs and their friends and families have emojis they can use to communicate with each other about the unique challenges they face along their journeys.