Audio description has revolutionised the visual medium for millions of blind and visually impaired people around the world. Narration tracks can now be found in any place imaginable; in theatre productions, films, TV shows, museum exhibitions or even video games - audio description has never been more universally accessible than it is today.
But the medium of audio description has yet to scale, as brands look to better serve their audiences, and with audio description nearing its 40th anniversary, it’s maybe time to start thinking about how it could be made accessible for everyone.
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13. 300 million
visually
impaired
worldwide
July 5, 2019 13
30 million
visually
impaired in
Europe
500,000 in Australia
7.2 million in Brazil
2 million in the UK
365,000 in the Netherlands
1.2 million in France
1.6 million in Italy
645,000 in Germany
22 million
visually
impaired in
the US
145 million
visually
impaired in
Asia
20 million
visually
impaired in
Africa
There are 1 billion disabled people in the world.
21. Ogilvy Consulting
What else can we do?
ü Regional audio description
ü Tonal audio description
ü Unintelligible ads
ü Dual description ads
ü Honest audio description
29. What is
accessibility?
Accessibility is the process of making a service,
environment, product or device usable and
understandable to people of all abilities and disabilities.
30. Ogilvy Consulting
To recap…
1. Adverts are currently not accessible for the 300 million
people worldwide.
2. Audio description is a medium which hasn’t been explored
creatively.
3. Brands shouldn’t just be thinking about diversity, but also
accessibility.