Learning articles

Leveraging its global reach, Diageo is ramping up its work with influencers in a bid to better resonate with consumers who have accessibility needs.

It is the company’s mission to make sure it’s “hiring the most talented and diverse teams” in order to ensure “consumers around the world feel represented”, explained global category director for beer, vodka, liqueurs and convenience, Gráinne Wafer, speaking at Creative Equals’ RISE conference today (15 May).

As a member of ISBA’s Ad Accessibility Network, Diageo has been on an “interesting journey” since 2017 with regards inclusivity. Wafer noted the importance of companies including people with disabilities in their campaigns.

All In is the industry’s initiative to improve inclusion and representation within UK advertising, created by the Advertising Association, the IPA, and ISBA.

First launched in 2021, the All In Census is UK advertising’s only industry-wide survey of its kind, developed with Kantar.

According to the World Health Organization (WHO) estimates, there are at least 2.2 billion people worldwide who have near or distance vision impairment.

For people who are blind, have low vision, colour blindness, or other vision impairments, much of the web content still remains inaccessible.

This is why it’s necessary to take measures to ensure that your web content is accessible to billions of people with vision impairments, by following the laws set by Americans with Disabilities Act (ADA) and international standards set by Web Content Accessibility Guidelines (WCAG).

What’s really stopping your brand from embracing accessible advertising?
In this report, "5 Misconceptions About Accessible Advertising," we explore and debunk the most common myths preventing brands from reaching broader audiences. From concerns about cost and creativity to misconceptions about technology and audience size, we break down the barriers to accessibility with practical insights and data-driven solutions.

Accessible advertising is a key priority for ISBA. Our ambition for the industry is for all advertisers to consider accessibility when briefing to drive towards an accessible advertising ecosystem.

Brands are currently missing out on up to 30% of their audience by not making their advertising accessible. See our REFRAME guidance for accessible advertising, here.

If your brand is thinking about making your ads more accessible, but you’re not sure where to start, why not attend our Accessible Advertising webinar.