Friday, 18th October, 2019 – Auckland, New Zealand
Blind & Low Vision NZ (formerly the Blind Foundation) launches the #AltTextForAll Movement to help make the Internet more
accessible, in new campaign via YoungShand and Pead PR.
Every day, more than 6.6 billion images are uploaded to the Internet. We use them to share our lives, stay informed,
sell, rally and educate. For the millions of people around the world who are blind or have low vision, however, sharing
in these images is a very limited experience.
Surprisingly, the functionality already exists to help people with sight loss fully participate in the visually-driven
online world. Every image uploaded to the Internet has accessible functionality called ‘Alt Text’. This enables anyone
who can’t see an image to experience it through technology like screen readers. In almost all cases currently, however,
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.
The #AltTextForAll Movement asks individuals and businesses to help open up the visual world by undertaking one simple
task - use the ‘Alt Text’ functionality when publishing digital images to describe the relevant information in the
picture.
Blind & Low Vision NZ GM 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.”
The #AltTextForAll Movement was launched via an online film, featuring Karen, the digital Alt Text voice. 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.
“Blind & Low Vision NZ help to open up the world for people with sight loss, through the many services they offer,'' says Scott
Maddox, Creative Director at YoungShand. "The #AltTextForAll Movement enables us to showcase this through a campaign
that aims to make the millions of images we share every day more accessible.”
The campaign is supported by a series of films that focus on how the services offered by Blind & Low Vision NZ offer practical and emotional support for people with sight loss, including day-to-day living skills,
getting around and employment readiness.
The campaign has already gained advocacy from prominent New Zealand businesses, including Westpac, Dole, The Warehouse
Group, Vector and Sky City.
“When we started sharing the #AltTextForAll Movement with Kiwi businesses, seeing the immediate support we received, it
was like a no-brainer response to get involved. 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,” says Ben
Hopkinson, Group Account Director at YoungShand.
To join the movement and find out more about Blind & Low Vision NZ’s services, visit www.AltTextForAll.com
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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
ENDS