Australia’s First-Ever Accessible TV Commercial Via Clems BBDO Melbourne

Australia’s First-Ever Accessible TV Commercial Via Clems BBDO Melbourne
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Belong has announced Australia’s first-ever television commercial accessible for the blind and low vision as part of TV4All.

The campaign was designed to raise awareness of the fact that Australia is the only developed country in the world not to offer audio description on TV.

Audio description describes the visual elements happening on screen that sighted people take for granted, such as the environment, the people, and their actions.

Other developed nations such as New Zealand, UK, USA and Canada all offer audio description on free-to-air TV and despite possessing the technology and demand, the blind and low vision population in Australia cannot yet take advantage of this feature, who – like most Australians – want to enjoy watching TV with friends and family.

With May 16 marking Global Accessibility Awareness Day, it is a fitting time for the first-ever accessible TV commercial, made by broadband and mobile provider, Belong, to drive education and awareness of the issue in Australia.

On this day, 100 per cent of Belong’s media buy across TV and online will feature the accessible TVC.

AT B&T, WE BELIEVE INITIATIVES LIKE THIS CAN SHAPE AND INFLUENCE CULTURE. THAT’S ONE OF THE REASONS WE CREATED CHANGING THE RATIO, AUSTRALIA’S DIVERSITY AND INCLUSION CONFERENCE FOR THE ADVERTISING INDUSTRY. CHECK OUT THE 2019 SCHEDULE TODAY.

Credits

Client: Belong

Product: Belong

Title: “Together We Are Different”

 CREATIVE AGENCY: Clemenger BBDO Melbourne

Deputy CEO: Gayle While

Executive Creative Director: Evan Roberts

Senior Art Director: Ant Simmons

Senior Copywriter: Hilary Badger

Senior TV Producer: Karolina Bozajkovska

Senior Producer: Corinne Porter

Business Director: Luke Slater

Group Business Director: Georgia Jones

PRODUCTION COMPANY: Revolver/Will O’Rourke

Director: The Glue Society

Managing Director/Executive Producer: Michael Ritchie

Executive Producer: Pip Smart/Jasmin Helliar

Producer: Serena Paull

Director of Photography: Geoffrey Simpson

Production Designer: Michael Iacono

Casting: Citizen Jane Casting

Post Production: The Glue Society Studios

Editor: The Glue Society

MEDIA AGENCY: OMD

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Association For The Blind belong TV4ALL

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