Reframing Accessible Advertising – Flock and ISBA Launch Accessibility Toolkit

Flock x ISBA: Reframing Accessible Advertising

ISBA and Flock have jointly introduced REFRAME, a guide designed to assist marketers in seamlessly integrating accessibility into their advertising campaigns.

The guide's overarching goal is to inspire all advertisers to prioritize accessibility in their briefs, with the ultimate aim of fostering an accessible audio-visual advertising ecosystem by June 2024. This initiative is a response to compelling statistics, highlighting that in the UK alone, there are 12 million individuals who are deaf, experience hearing loss, or suffer from tinnitus. Notably, four out of five individuals aged 18–25 opt to use accessible features, such as subtitles, either consistently or intermittently. Brands that neglect to incorporate accessibility features in their advertising risk excluding substantial portions of the population.

In pursuit of this objective, Flock has engaged with key industry stakeholders to gather insights, advice, and best practices. These contributions have played a pivotal role in shaping the rationale for change, offering real-world case studies, and compiling a toolkit. This toolkit includes both short and long-term actions that marketers should contemplate when formulating their strategies to make advertising more accessible for individuals with auditory or visual impairments.

Click here to access the Reframe toolkit

The case for accessible advertising

Best Practice in audio description

How to approach audio description and sound design for short and long form content

Key Insights For More Accessible Content – Research by P&G and RNIB

P&G x RNIB: Key Insights for More Accessible Content

P&G teamed up with the Royal National Institute for the Blind in the UK to conduct new research into how to ensure content is accessible to blind and partially-sighted consumers.

Understanding the what and the why


The research aimed to identify key insights and guidelines for activation.

1. From low to no vision, it is not one size fits all.

2. The role of communication is mainly informative, there is an opportunity to better serve these consumers

3. Blind and partially-sighted consumers approach advertising differently

Find out more, including key recommendations and discussion points, in the slide deck below.

Download the full slide deck here

Admeira airs Switzerland’s first accessible TV spot – Gillette ad with audio description

Procter & Gamble broadcast a TV commercial with audio description in Switzerland for the very first time. The Gillette commercial is just the beginning of accessible TV advertising in Switzerland. The audio description function, which has been used in feature films at SRG SSR for several years, is now making its way into TV advertising in Switzerland. For example, the consumer goods manufacturer P&G has broadcast a Gillette TV commercial with audio description for the first time.

Close up shot of man in shower with subtitle at the bottom, taken from Gillette TV ad with audio description

In this TV commercial, the visual images on the screen are explained by accompanying audio descriptions. These descriptions are placed during pauses in the commercial’s dialogue, and are predominantly designed for viewers who are visually impaired. This audio track also aims to help autistic viewers better understand the situations and emotions depicted in the commercial. Procter & Gamble launched the initiative in spring with its TV commercials for Ariel, and intends to produce all its commercials with audio description in the future.

In this way, P&G is taking on a pioneering role in accessible TV advertising. Kristina Bulle, CMO at Procter & Gamble in Germany, Switzerland and Austria, is delighted that the manufacturer can now also broadcast accessible TV advertising in Switzerland: ‘Our mission is to make sure that our corporate and brand content can be accessed and understood by everyone. We want to give all audiences the same access to information – including in commercials – and thereby help to drive positive change in society.’

The function is available to all viewers via their TV settings. They can view programmes with audio description by selecting the corresponding audio channel.

In Switzerland, the broadcasting of accessible TV advertising is possible exclusively with Admeira. The service is available free of charge to all Admeira customers who deliver their commercials with a suitable audio track.

Admeira CH – P&G Gillette – Audio Described TV Commercial

DDB Athens and ΔΕΗ Greece’s National Electricity Company launch sign language campaign for customers with hearing loss

Imagine living in a world where your language goes unheard. For roughly 30,000 Greeks, this is their daily reality. Simple tasks, like navigating public services, become arduous due to the absence of support for Greek Sign Language. Recognising this challenge, Greece's National Electricity Company (PPC) resolved to stand in solidarity with its hearing-impaired customers.

The campaign was aired on both Star and Antenna TV in Greece. Antenna offered an extra discount for this specific campaign in order to enhance the cause.

woman applauding in sign language,

How was accessibility included in the campaign?

In the summer of 2022, PPC launched a video call service to assist hearing-impaired customers. They provided sign language interpreters to make this service accessible.

The campaign featured a stand-up comedy performance exclusively designed for a deaf audience, filled with inside jokes and community sarcasm. Initially, the campaign ran on television for two weeks without any subtitles. This had three primary objectives:

  • To inform the deaf community about the availability of this new service from PPC.
  • To draw attention from the media to the challenges faced by deaf individuals and their integration into Greek society.
  • To help the general public empathise with the difficulties of communication in a world where they themselves would be "disabled."

After generating substantial interest and sparking discussions on social media and in the media during those two weeks, the campaign was later broadcast with Greek subtitles to ensure that the broader public became aware of this valuable service.

The results were impressive, as nationwide research confirmed its impact, and the commercial was voted the best of 2022. It was a silent campaign that made a resounding impact.

What were the outcomes?

  • 11M views on social media
  • 5M views on YouTube
  • The TV campaign reached 93% of people over 25 years old
  • The campaign was voted'Best Ad of 2022'by the readers of the biggest local press publication
  • 88% among the hearing-impaired community said this campaign makes them feel more optimistic about the future

PPC & DDB Athens – Sign Language Case Study

DEH Standup Comedy ad (EN subs)

An Introduction to Digital Accessibility – P&G Global Accessibility Team

P&G's Global Accessibility Team presents an Introduction to Digital Accessibility.

Paul Gallagher, Global Accessibility Lead at Procter & Gamble gives an overview of the work P&G have done on digital accessibility: what is digital accessibility and why does it matter, how have P&G been active in bringing about change in this area, what do successful digital accessibility practices look like and how can we measure success.

Download slide deck here to find out more

M6 Publicité introduces subtitling service for linear TV ads for the deaf and people with hearing loss

To mark International Day of the Deaf on 23rd September, M6 Publicité stepped up its commitment to inclusion and accessibility by announcing the launch of its subtitling service on linear TV. The initiative aims to ensure that more TV ads are broadcast with subtitles for the deaf and people with hearing loss.

While 5 to 7 million people in France are deaf*, only 10% of ads broadcast on linear are subtitled. M6 Publicité set out to change this. For those advertisers who have never included subtitles on their TV ads before, M6 Publicité is offering the first set of subtitles on the house (conditions apply).

M6 Publicité teamed up with leaders in ad delivery, Peach and Extreme Reach, to launch this initiative on the French market.

This subtitling service is now available on all Groupe M6 channels.

* Source: Fondation Jean-Jaurès and Média'Pi with ifop - 2021

"Just like television programmes, we believe that advertising should be understood by everyone. This initiative is a big step in that direction. By offering this service, we want to show our advertising partners how important it is to include subtitles in their spots, so that they can be understood by all audiences. We're delighted to be able to offer this service across all Groupe M6 channels.” Maxime AndreDirector of Customer Marketing, Innovation and CommunicationsM6 Publicité "Peach is delighted to be working with M6 Publicité to support the subtitling of advertising content for the deaf and hard of hearing, thereby enabling new advertisers to promote the inclusion of people with this type of disability.” Marie TerrierBusiness Development & Key Account Manager FrancePeach "In 2023, advertising messages are still, unfortunately, the only content on the major channels that are not systematically subtitled. It is therefore with the utmost support that we salute the M6 Group's determination to mobilise and raise awareness among French advertisers of the need to make advertising accessible to the deaf and/or hard-of-hearing public.“ Emric Pasternak Managing Director Adstream from Extreme Reach

nju mobile team up with Ogilvy to deliver a truly inclusive and accessible campaign


Traditionally, telecommunication contracts have been lengthy and filled with legal jargon that can be difficult for many people to comprehend. nju mobile recognised and aimed to address this challenge by transforming their contracts into a more accessible format. They understood that simplifying the language and presenting the information in a visually appealing manner would improve comprehension and inclusivity.

Text: Instagram contract

How accessibility was included in the campaign:

  • Translating contracts into Instagram posts:

nju mobile took a creative and practical approach by translating their long contracts into bite-sized Instagram posts. By breaking down the complex information into visually appealing and concise posts, they made it easier for users to understand the terms and conditions of their contracts. This approach simplified the content and made it more engaging and accessible to a broader audience.

  • User-controlled audio:

Understanding the importance of catering to diverse needs, nju mobile implemented user-controlled audio features. This feature allows individuals with visual impairments or those who prefer audio-based information to access the content effectively. By providing audio options, nju mobile ensures that individuals with different abilities can consume the information in a way that suits them best.

  • Writing to a low literacy level:

To ensure that the information conveyed in the contracts is understandable to a broad range of users, nju mobile adopted a simple and concise form of communication. They used clear and straightforward language, avoiding technical terms and complex sentence structures. This approach benefits individuals with lower literacy levels or those who may struggle with comprehension.

Instagram post with picture of a muffin growing in the oven. Text reads: The longer you are with us the more GB you have.
  • Avoiding images of text:

Recognising the limitations faced by individuals with visual impairments or those using screen readers, nju mobile made a conscious effort to avoid using images of text. Instead, they provided text directly, ensuring all users could access and understand the information without relying on visual content.

  • Avoiding abbreviations:

Abbreviations can create confusion, especially for individuals unfamiliar with industry-specific terms. nju mobile consciously chose not to use abbreviations in their contracts, promoting clarity and ease of understanding for all users.

  • Adequate touch target area:

nju mobile designed its digital interfaces, including Instagram posts, focusing on usability and accessibility. They ensured that touch targets, such as buttons or links, were large enough to be easily tapped or selected by users with various motor abilities, reducing the risk of accidental interactions and improving the overall user experience.

Paragraph of text in a mobile phone contract highlighted and turned into a visual Instagram post.
  • Text resizing without breaking the page:
  • Understanding the importance of customisable text sizes for individuals with visual impairments or those who prefer larger fonts, nju mobile allowed users to resize the text without compromising the layout or functionality of Instagram posts. This flexibility ensures that individuals can comfortably read the content according to their visual needs.

    • Colour contrast checking:

    nju mobile prioritised colour contrast in their designs to ensure optimal readability for all users, including those with visual impairments or colour vision deficiencies. By conducting colour contrast checks, they guaranteed that the text and graphic elements had sufficient contrast, making it easier for users to distinguish and comprehend the content.

    The campaign was awarded with a KTR Award.

    Dove US: What do your hands mean to you?


    Unilever is committed to increasing diversity and promoting more inclusive representation of people through its advertising. Dove’s Advanced Care Hand Wash campaign does just that & is an important step in its #unstereotype commitment. To launch Dove’s new hand wash, Dove wanted to reappraise the importance of their hands. It was the first time Dove’s testimonial was told by the hands themselves, in Sign Language.


    Our hands are important to us all, but particularly so for one group who use their hands to connect with their worlds every day: deaf and hard-of-hearing women. Discover the value of hands to these women, and how Dove Hand Wash gives their hands the care and nourishment they deserve. Because for them, and all of us, our hands mean everything.

    'What do your hands mean to you?'

    Media & Accessibility

    Their testimonials were so powerful that a brief for a 15" digital film quickly turned into a 60" spot that launched on primetime US TV and is running in Cinemas. Airing with open captions and sign language. With the ideation being inclusive it does so much of the legwork for the Deaf and hearing-impaired community.

    Dove – What do your hands mean to you? – 60″ Online Mix

    Dirt is Good: Inclusive sonic branding accessible to deaf and hearing-diverse


    Unilever's Unstereotype commitment aims to eradicate stereotypes by embedding inclusion and stories of diverse, underrepresented audiences in all marketing communications.

    To champion this commitment, the world’s largest laundry brand, Dirt Is Good (better known as Persil, OMO and Surf, amongst others, in specific global markets), recently commissioned Big Sync Music to create a brand sonic identity that is accessible to as much of the global hearing-diverse and Deaf community as possible. There are 1.5 billion people globally living with some form of hearing loss.

    Redefining the Creative Idea

    Just like a visual logo helps to create visual recognition and association with a brand, a sonic logo aims to achieve the same effect through sound. Designed to capture the essence of a brand's personality, values and messaging in a few seconds of sound. Crafted to be as unique as each brand, recognisable and to evoke emotions or responses in the listener.

    Dirt is Good set about to redefine its sonic branding to ensure it was as inclusive and accessible as possible, sound for all.

    Six people stand in front of a studio, one with a guitar in hand, with the words 'DIG Sonic Branding Project'

    The brief was to capture the creation of the brand sonic in a film. Creatively, we took a mini-documentary approach, taking the audience behind the scenes of the music production process. Candid workshop moments and interviews captured with the sonic creation team and some of the contributors, showcase the collaborative and iterative nature of the sonic production.

    This behind the scenes follows the team working with experts in the hearing-diverse community to ensure the song and sounds created were as accessible to the audience as possible while representing Dirt is Good and its brand purpose. It was an exciting opportunity to explore creativity being inclusive by design as well as the access services to bring this work to life to the largest possible audience.

    Plastic Pictures ensured the film itself is available with open captioning, British Sign Language interpretation and English audio description.

    Dirt is Good: Inclusive Sonic Branding – sign language version

    Dirt is Good: Inclusive Sonic Branding – AD version

    Baileys (Diageo) teams up with RNIB and Meta to create delicious alt text and image descriptions

    Baileys believes that treating is for everyone. After all, in a world that’s often serious and unpredictable, they provide us with impulsive moments of pleasure.

    But Baileys realised that their content is not so delicious, if you are blind or visually impaired and relying on screen-readers to engage with the content.

    That’s where Delicious Descriptions come into play!

    From now on, all of their treat content will include delicious Alt Text and [Image Descriptions].

    Delicious Descriptions are image descriptions that Baileys will use on social that are equally as delicious as the image themselves, if not more. They sit underneath post copy, in closed brackets like [these].

    Created in consultation with the Royal National Institute of Blind People (RNIB) and Meta, Baileys launched on Global Accessibility Awareness Day with a guide (Baileys Delicious Descriptions Guide) on how to write delicious [Image descriptions] alongside a series of in-feed assets, which give a taste of the experience of listening to their Delicious Descriptions through a screen reader.

    Both campaigns will be supported with paid media in GB and US. To further amplify the campaign, both markets are working with local influencers Lucy Edwards (GB) and Molly Burke (US) of the visually-impaired community as well as acclaimed singer/songwriter Lachi (US).

    Baileys are also encouraging their network of ‘makers/bakers/shakers’ and other brands and organisations to join them and make their social content more accessible to wider audiences.

     Why not take a look at their guide on writing delicious [Image Descriptions] and Alt text, and join them too?

    Baileys, "Sound on for a treat" Instagram post