Learning articles
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Survey results reveal top 4 barriers and solutions to creating accessible ads
Research suggests that only 40% of ads are subtitled, with even fewer using sign language or audio description to make ad experiences easier for people with sensory disabilities
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Case study: Société Générale
In Société Générale's processes, subtitles and audio description are integrated in post-production, this is the last step before the campaign is delivered.
For audio description, the brand uses specialized laboratories to handle the production of media intended to make advertising spots accessible to all.
Please note that films that have a voice-over present throughout the film will not be able to implement an audio description.
Subtitles for deaf and half-deaf are established based on the film's voice-over, or dialogues according to standards established by ARCOM. They are adapted to the reading speed of the greatest number, even if it means not reproducing the audio identically.For Société Générale films, their agency uses two providers to deliver the antenna tapes.
Both subcontract audio description and subtitling to a specialized laboratory.
Videos are available in TV, catch up and VOL for subtitles, only in TV for audio description. -
Subtitle It! Report
Without access to services such as subtitles and signing, TV is unwatchable for deaf people and people with hearing loss. In April 2023, RNID ran a survey to find out more about people’s experiences accessing subtitles and British Sign Language interpretation and audience preferences for
these features. This report outlines the findings from that survey. It shows that people continue to face significant barriers accessing TV through on-demand platforms due to a lack of subtitles and signing. It also sets out what on-demand service providers, platforms and the Government need to do to improve access. -
Global Law and Policy
This page contains information about laws that protect disabled people’s rights to participate in the digital world. These laws recognize that access to websites, digital content, and other technology is a civil and human right of disabled people. There is a growing number of countries around the world with these laws. Many of them are listed here with links to laws, articles, or regulations.
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What brands can learn from Mastercard's accessible card design
Moments after Mastercard chief marketing and communications officer Raja Rajamannar finished his talk on experiential storytelling and stepped off the stage at SXSW 2019, a colleague from Mastercard approached him to casually pitch a new product: a credit card for people who are blind or have limited vision. One of the hot topics of conversation at the annual interactive festival for tech, media and music that year was accessible and inclusive product design. All this got Rajamannar thinking: What would it take to develop a card that was more accessible and inclusive, particularly for blind people? How would it even work?
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Microsoft Inclusive Design
Inclusive Design is a methodology, born out of digital environments, that enables and draws on the full range of human diversity. Most importantly, this means including and learning from people with a range of perspectives.
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Washington Post Design System: Accessibility
Explore our accessibility checklist, testing strategies and considerations. Contact accessibility@washpost.com with any questions, ideas or feedback.
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A guide to presenting numbers and data clearly. Created and managed by Laura Parker.
Low numeracy affects half of the adults in the UK.
Many live with the limitations of not understanding numbers and the impact that has on everyday life, like managing money, arranging appointments, doing calculations and telling the time.
Use the accessible numbers design system to improve your product or service.
Research by Laura Parker with support from Rachel Malic and Jane McFadyen, based on our poster, designing for people with dyscalculia and low numeracy.
Used by the NHS, the Government Digital Service and Monzo bank.
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Accessible ads for all survey
With the support of industry bodies Thinkbox, the Advertising Association, ISBA, the IPA and the British Arrows, our ‘Accessible ads for all’ Campaign launched on 3rd March, World Hearing Day 2023.
We have a range of exciting initiatives up our sleeve but to kick off proceedings, today we’re asking the industry to complete a short survey to understand how people feel about the topic and existing practices.
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Young people now prefer to watch TV with the subtitles on
Close to three in ten Britons (28%) watch TV or films with the subtitles on – even when the content is in their own language.
The study by the pollsters YouGov found that most 18 to 24-year-olds (61%) will watch TV with subtitles on screen.
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How to Make Accessible Advertising
As the industry wakes up to the challenges and opportunities of making content accessible, experts from Google, WPP, Cyber-Duck, ReMake and Wunderman Thompson consider the changes that need to be made, writes LBB’s Alex Reeves
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Accessible color palette generator
Discover beautiful color combinations your whole audience can appreciate and follow Web Content Accessibility Guidelines (WCAG) with ease.