It is essential for producers who want their work to inform and entertain the widest possible audience. With 1 in 4 people globally living with a disability and even more relying on access features like captions for comprehension or preference, accessible content drives both efficacy and fame.
Producers who embrace accessibility not only future-proof their work but also unlock greater reach, impact and brand value.
Accessible marketing is the use of inclusive design practices which make it possible for people with disabilities to fully experience a brand, receive and understand communication from it and take advantage of opportunities to engage with the brand, its services or its products.
Accessible advertising addresses each campaigns' ability to be experienced by people with disabilities. This may involve accommodating various access needs:
Audio Description: Having a descriptive track narration to complement the advert
Dialogue: Using more descriptive dialogue, so the narrative and key elements can be understood without the use of visuals
Alt Text: Providing written copy to accompany images, to be read aloud by a screen reader
Subtitles: Providing subtitles (also known as captions), so ads and content can be understood without the use of audio
Signing: Using signers or sign interpreters in ads or as an overlaid visual
Contrast: Ensuring the colours used meet a high enough contrast ratio to allow text to be easily read
Readability: Having appropriate clarity of language when text is displayed
Fonts: Using dyslexia-friendly fonts
Images: Avoiding flashing and fast-moving images
Design: Simplifying design and navigation
Interactivity: Having interactive elements that are easily clickable or tappable
Navigation: Enabling the use of keyboard navigation on websites
It's easy to improve once you get started and often the key is to get started, prioritising progress over perfection.
Photo by Masego Morulane for Getty Images
Explore how to get started as an agency with a quick 1-pager, a mini guide from eaca, an overview of roles and responsibilities and guidance on how to request digital media capability.