Cannes Lions

#AltTextForAll

YOUNGSHAND, Auckland / BLIND LOW VISION NZ / 2020

Presentation Image
Case Film
Supporting Images

Overview

Entries

Credits

Overview

Background

Blind Low Vision NZ is New Zealand's leading vision loss support service, providing practical and emotional support for people who are blind or have low vision. They also work as advocates for inclusivity with the belief that every Kiwi, no matter their vision, should be able to participate in the world fully and live a life without limits.

Access to information has long been a significant challenge for people with sight loss, from younger generations accessing educational materials, through to the older generations' need to stay both independent and connected with others. Our brief was to create a bold campaign that demonstrates and drives awareness of the work that Blind Low Vision NZ do for people with sight loss. To achieve this, we took on the 6.6 billion images that are shared every day online.

Idea

#AltTextForAll is a movement to get more individuals and businesses to help open up the visual world for people with sight loss by undertaking one simple task. Use the 'Alt Text' functionality when publishing digital images to describe the relevant information within the picture for people who can't see it.

The movement was launched via an online film, featuring Karen, the digital Alt Text voice that educated people on why adding Alt Text is so critical. We then invited individuals and businesses to join the #AltTextForAll Movement and pledge their support by adding Alt Text to their own images moving forward. This was followed up by a series of fun bespoke films, aimed at international celebrities and organisations, including Ryan Reynolds, Chris Hemsworth, BBC, Ellen, National Geographic and Humans of New York. We used their own social media images to illustrate how powerful Alt Text can be.

Strategy

Blind Low Vision NZ is New Zealand's leading vision loss support service, providing practical and emotional support for people who are blind or have low vision. They also work as advocates for inclusivity. With this mission in mind, we set out to tackle one of the biggest challenges faced by people with sight loss - access to information.

Our target audience was three-fold. Firstly, those who are losing their sight, their primary support person (partner, friend, sibling or son/daughter) and the broader community at large.

To create a campaign that both demonstrated what Blind Low Vision NZ do, and made a positive impact on those people with sight loss, we took on the 6.6 billion images that are uploaded to the internet every day. Our aim – to open up access to this information for the millions of people around the world who are blind or have low vision.

Execution

The #AltTextForAll Movement launched via an online film that introduces the importance of Alt Text and demonstrates the issues that people with sight loss have when they try to access 99% of the images uploaded to the internet every day. The launch film features Karen, the digital Alt Text voice. She invites individuals and businesses to join the #AltTextForAll Movement and pledge their support by adding Alt Text to their images moving forward.

The launch film was followed up by a series of fun bespoke films, aimed at international celebrities and organisations, including Ryan Reynolds, Chris Hemsworth, BBC, Ellen and National Geographic. We used their own social media images to illustrate how powerful Alt Text can be.

PR was also used to educate people about the movement, with one of New Zealand’s major current affair programs breaking it down step by step to encourage all Kiwis to get on board.