AccessAbility

BACKGROUND
Helen Keller Services (HKS) is the premier organization serving people who are Blind, have Low Vision, or are DeafBlind. HKS empowers individuals to succeed through innovative technology, hands-on training programs, and passionate advocacy. HKS is committed to bringing accessibility everywhere and giving everyone the ability to achieve in life.
THE CHALLENGE
HKS needed to bring attention to their cause and drum up support during the year-end fundraising season, and came to True North to develop a campaign video that elevated the need to bring access to people who are Blind, have Low Vision, or are DeafBlind, so that they can realize their full abilities. The AccessAbility video was born.
THE STRATEGY
Beyond their internal communications, HKS strives to achieve fully accessible outward marketing, so the general public becomes more accustomed to seeing inclusive examples as part of mainstream media. The creative we devised for HKS went beyond strategic messaging: we considered the experience of interacting with the campaign from alternate perspectives, too. That way we can be certain that every person who comes across the video is able to benefit from it. To enhance accessibility, we used five additional tactics:
1. Closed Captioning
2. Proper Contrast for Type
3. Voiceover Descriptions
4. Integrated Described Video (IDV)
5. ASL Translation
In our AccessAbility video for Helen Keller Services, the narrator supplemented the main storyline with descriptive voiceover for a low vision audience, while the American Sign Language interpreter simultaneously increased understanding and convenience for anyone unable to benefit from the audio overlay. Even subtle sound effects (also called “integrated described video”) like footsteps on fallen leaves, or the door opening to represent greater access, was something we added so that blind and low vision audiences can understand the visual actions but also experience what’s happening on a sensory level. All of these features maximize the chance that the services and opportunities HKS provides effectively reach the right populations and garner support for their mission.