Review and update end-to-end process and ways of working
Another way to embed sustainable change is through evolving your process and ways of working. We believe any efforts to be more inclusive drive creativity, innovation and ultimately result in better work. Some points to be reviewed / considered include:
Creative briefing process
Adjusting templates to involve accessibility from the start. Ideally, this should also include an option for subtitles and audio description to support these elements being integrated for every campaign. Where possible, conduct briefing sessions with an immersion element to encourage a different perspective / viewpoint.
Reviews and feedback
Adjusting templates to include accessibility, reviewing creative from an accessibility standpoint i.e., with no sound, audio only etc. testing ads with diverse audiences.
Production
Adding in suitable timings for richer descriptive audio, subtitles and sign language as standard. Start to ensure that two-track audio is included as part of any campaign development. What do we mean by two-track audio? This is the process of creating an accessible version of an audio track at the same time as the ‘default’ track is produced. The secondary, accessible track features a far richer descriptive audio that can be listened to without much use of visual aid (think of a radio advert), allowing audiences with visual impairments to select the appropriate track and giving them the means to access and understand the advert.
Measurement & KPIs
Adjusting short and long-term metrics to focus on Return on Inclusion and ensuring that all content is made accessible for people experiencing visual and hearing impairments.
End of project wash-ups
Reviewing and applying learnings around accessibility for future work.
Partnership manifesto
Creating (or adjusting if they already exist) clear principles and guidance of how to integrate accessibility with your agency partners.
Quarterly innovation sessions
Bringing together agency partners from across your ecosystem and inviting accessible audiences / experts to develop accessible ideas and initiatives.
Specialists. Identifying and integrating the use of accessibility advisors throughout your campaign development process.

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