McCann launches “Alt By Default” initiative ahead of World Sight Day

With 16%* of the global population living with a visual impairment, only 10%** of TV ads worldwide currently include accessibility features. In the UK, the figure is just 1%** – despite more than two million people living with sight loss, a number expected to double by 2050***. To mark World Sight Day, an international event that raises awareness of blindness and visual impairment, McCann’s Alt by Default initiative aims to address this stark imbalance by integrating audio description (AD) into all TV adverts with participating clients and brands wherever possible – setting a new standard for inclusive advertising across the industry.