Australia’s first-ever TVC accessible for the blind + low vision launches as part of TV4All campaign
Australia’s first-ever television commercial accessible for the blind and low vision, as part of a campaign for TV4All, is set to launch.
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% of Belong’s media buy across TV and online will feature the accessible TVC. The Belong TVC was developed by creative agency Clemenger BBDO, Melbourne and first launched last month.
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 be enjoy watching TV with friends and family.
Creative agency: Clemenger BBDO Melbourne
Production company: Revolver/Will O’Rourke
Director: The Glue Society
Managing Director/Executive Producer: Michael Ritchie
Executive Producers: 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
Original Music composition: Otis Studios
Sound studio: Nylon, Melbourne
Photography: Amanda Fordyce
Media Agency: OMD