Accessible ads are more than a responsibility – they’re a game-changer. Millions who use subtitles and audio description are missing your message if you haven’t factored them in.
Two years ago, with industry support we launched our #AdsForAll campaign, which included:
- Identifying barriers and existing practices, with a survey, then sharing our findings and initial recommendations,
- Educating the industry with training,
- Promoting better data-tracking behaviours with a new toggle in The Library, asking if you intend to subtitle your ads or not.
Check out our short animation for the latest on this important topic and our 3 top tips for making your ads more accessible.
A look at the data and our 3 tips
Today we’re releasing our Library toggle data on your intention to subtitle your ads throughout 2024. On average only 21% (1 in 5) of all ads were intended for subtitling.
Some way to go…
Although we haven’t seen the surge in accessible ads we all hoped for, we definitely noticed, (and were part of) a rise in awareness initiatives and discussions on this important issue.
So…how can you make your ads more accessible?
1. Get your team CPD certified in “Ad Accessibility Training”.
In 2023, we spearheaded industry training, with the release of our brilliantly received Ad Accessibility Training course, in collaboration with RNID and RNIB. The course has just been CPD approved, meaning you can get officially certified as an Ad Accessibility aficionado. With our new company option, your entire team can also get certified.
2. Use the Ad Accessibility Network Resource Hub
This new resource hub has been created by experts across the industry and is available to anyone at whatever stage of the journey. The hub provides examples, guidance and practical steps that advertisers and their agencies and production companies can take to make their advertising accessible to all.
3. Make the most of our subtitle service
With Clearcast, your subtitles have a guaranteed 4 hour turnaround (usually within 1 hour). Delivery will be automatically-triggered once the subtitle file arrives to us. We also offer free edits to your subtitles if needed and our Style Guide ensures quality, without detracting from the core message.
So there you have it! Three simple steps you can take today to reach a broader audience and make your ads more inclusive.
