Blind & Low Vision NZ hopes to open up visual world

Blind & Low Vision NZ, YoungShand and Pead PR have teamed up to make the Internet more accessible by asking individuals and businesses to use the ‘Alt Text’ function when publishing digital images in the ‘#AltTextForAll Movement’.

The ‘Alt Text’ function exists to help people with loss of site participate in the visually-driven world by describing the image. Every day, more than 6.6 billion images are uploaded to the Internet, however, according to the announcement, in almost all cases “there is either no description available or a poor attempt made by an AI Bot, which often leads to the information being incomplete or inaccurate”.

To solve the problem ‘#AltTextForAll Movement’ will see the descriptions added to images. The call is coming in the form of an online video featuring Karen, the digital Alt Text voice, explaining ‘Alt Text’.

In the announcement, Blind & Low Vision NZ general manager of marketing and communications Louise von Sierakowski says the #AltTextForAll Movement is easy to get on board with.

“It seems many people just aren’t aware of the role Alt Text can play for screen reader users. We hope through this movement that people take a step forward in supporting how those who are blind or have low vision can have independent access to information. It’s simple, but it’s really important.”

Alongside the hero video is a series of smaller videos aimed at international celebrities and organisations, including Ryan Reynolds, Chris Hemsworth, BBC, Ellen, National Geographic and Humans of New York.

And as well as calling on international celebrities and organisations, the movement has also been shared with Kiwi businesses and already it’s gained advocacy from Westpac, Dole, The Warehouse Group, Vector and Sky City.

YoungShand group account director Ben Hopkins says with such an easy change these companies have consciously helped the world become more inclusive for those who are blind or have low vision – simply by adopting Alt Text.

Credits

Client – Blind & Low Vision NZ (Formerly Blind Foundation)
GM of Marketing and Communications – Louise von Sierakowski​
Brand and Campaign Manager – Rosie Sampson
Communications Manager – Kimberley Ross
Agency – YoungShand​
Creative Director – Anne Boothroyd​
Creative Director – Scott Maddox
Copywriter – Karla Tarr​
Art Director – Ben Carroll
Art Director – Jack Wadham​
Group Account Director – Ben Hopkinson​
Senior Account Manager – Daniel O’Leary
Account Executive – Kirsten Bray
Executive Digital Producer – Kat Cox
Designer – Elliot Oxborough​
Media Account Director – Kathleen Gunther
Media Planner – Madison Rouse
Producer – Liz Garneau​
Animator – Ben Olive

PR Agency – Pead PR
Partner – Louisa Kraitzick​
Senior Account Director – Fiona Hanlon
Senior Account Manager – Nikki Lombaard​
Senior Account Executive – Liam Sharma
Account Executive – Eden Martin

Production company – Film Construction
Director – Perry Bradley
Producer- Ivan Barge
Editor- Nathan Pickles
Photographer – Belinda Bradley

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