“It’s great to see ITV giving time and space to raising awareness of access features that support those with a sight and/or hearing impairment. The number of brands being able to participate shows that great strides are being made to make ads accessible for all. But there is still a huge amount of work to be done which is what the UK Accessible Advertising Taskforce and Advertising Accessibility Alliance seek to address.” Vanessa Vidad, Inclusion Co-lead, ISBA

ITV1 and This Morning hosted two creative ad breaks to raise awareness for Global Accessibility Awareness Day (GAAD). 

The nine brands across the bespoke, creative ad break contained a mixture of subtitles, BSL signing and/or audio description to make advertising accessible for all. 

The brands included were: Aussie, Cadbury’s, Flash, Guide Dogs, Help for Heroes, IKEA, Lenor, Pampers, Sanex as well as show sponsor SharkNinja, which will amend its existing idents. 

The ad breaks were shown at both 11:40am and 11:55am and some of the discussions on the show were also linked to the topic. 

Global Accessibility Awareness Day (GAAD) on Thursday 16th May 2024 is in its 13th year of celebrating and raising awareness around digital accessibility and inclusion. 

GAAD states its purpose as being to get everyone talking, thinking and learning about digital access and inclusion. 

12 million adults in the UK are Deaf, have hearing loss or tinnitus, and over 2 million people in the UK are living with sight loss.* 

ITV is working alongside other TV partners, brands and service providers as part of the ISBA** UK Accessible Advertising Taskforce. The newly formed group works to make TV advertising accessible for all audiences, growing awareness and capabilities around subtitles, audio description and BSL.

“It’s fantastic that so many great brands are supporting these two special ad breaks to mark Global Accessibility Awareness Day. It’s crucial that brand owners and media platforms take steps to make advertising accessible to everyone, and the work we’re doing here, and with ISBA, will hopefully encourage more partners to begin their own accessible journey.” Chris Goldson, ITV’s Director of Commercial Marketing

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