This week EACA announced their participation in the Ad Access Alliance, a group led by P&G, which aims to join forces to make all ads accessible to people with hearing or visual impairments by 2025. The alliance brings together industry partners, including advertisers, agencies, digital publishers, and trade bodies with a common goal: to bridge the accessibility gap in advertising.
EACA often hear that agencies might lack the complete capability to create and deliver accessible ads, which results in this type of ad not being included in their service offerings to clients. Concurrently, clients might not possess sufficient information about the potential reach and growth achievable by expanding their audience to include people with hearing or visual impairments. This dilemma creates a cycle where limited awareness affects individuals with disabilities, depriving them of an inclusive brand experience.
As agencies, there are several proactive measures we can take to change this scenario. While it will require time and commitment, this is where their participation becomes key.
EACA's partner egta has created a section in its Knowledge Hub entirely focused on accessibility in advertising. This library of best practice case studies showcases examples of accessible advertising campaigns and initiatives from various industry players, including EACA members. These case studies highlight advertisers, agencies, publishers, and other organisations' efforts to promote accessibility in our industry.
EACA are encouraging their members to actively participate by sharing case studies that showcase good practices in accessible advertising. Your invaluable experiences and innovative approaches will inspire others and drive positive change in the industry!
At the same time, EACA would like to invite you to join their working group on the topic. Prior experience with accessible ads is not a requirement.
