And Miles Phillips, who runs marketing consultancy Miles Marketing, told MailOnline: ‘Chris McCausland’s Strictly win is a game-changer for brands ready to embrace bold, inclusive storytelling.
‘His unique perspective as a blind comedian, combined with his quick wit and authenticity, makes him a natural fit for campaigns that want to challenge perceptions, diversity and cut through with humour.’
Mr Phillips gave an example of an audiobook campaign with the tagline: ‘You don’t need sight to hear the story’, saying this would directly tie into the star’s lived experience while promoting inclusivity.
He added: ‘Brands that align with his humour and genuine approach have the potential to not only stand out but to create strong campaigns.
‘Chris now has the unique opportunity to achieve two important goals: raising awareness about vision loss and general eye health, and leveraging his disability to demonstrate to a larger audience that it is not a barrier to success in most areas of life.’