Case study: La Macif

Macif has been subtitling and audiodescribing 100% of its TV spots since the launch of its new brand territory in December 2021.

For audiodescribed and subtitled advertising campaigns, Macif works with an association specializing in audiodescription and subtitling for deaf and hard of hearing people.

The brand shares the post-produced films, the association produce the audiodescription and subtitling, which are then validated by the agency and Macif, to be as accurate as possible.

Once validated, the audiodescription and subtitling files are delivered to the advertising agencies in the same way as the classic files.

For Sandra's PGI 23 film, a deaf member was chosen to bring on the screen the topics of disability and accessibility like to the insurance. The discussions with her took place via video conference, during pre-production, with an interpreter alongside the production team.

On the set, an interpreter was also present to translate. Sandra spoke in sign language, which was reproduced as is in the campaign.
Macif called on an association of deaf and hard of hearing people to check the translation into subtitles of the comments edited into the image, ensuring that her words were translated as accurately as possible.