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.
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