Bailey's believes that treating is for everyone and set out to transport listeners into the image on screen by ensuring everything Bailey's posts on Instagram has a Delicious Description included.
Bailey's Delicious Descriptions
Delicious Descriptions is a step closer to making treating accessible to everyone.
Klient
- Diageo
Biuro
- London
The social media feeds where we discover and indulge our love of treats are not accessible to all. For blind and partially sighted people, browsing social media can be a challenging experience. Alt text and image descriptions - designed to make visual content accessible - do not convey the feeling a fully sighted person experiences.
Everybody should be able to enjoy the delicious visuals we create, so we led the way to create equally Delicious Descriptions. We created parity between the experience of fully sighted, partially sighted, and blind users by transporting listeners into the images.
Partnering with VML, Bailey's created image descriptions that are every bit as delicious as the images themselves. To make sure we got our Delicious Descriptions just right, Bailey’s partnered with the RNIB and sought input from the partially sighted and blind communities to offer expert consultation and technical guidance on the concept before testing example descriptions with partially sighted and blind Instagram users.
Bailey’s launched Delicious Descriptions on World Accessibility Day with Lucy Edwards, a content creator, broadcaster, and disability activist who is blind. Alongside positive feedback from the Bailey’s community, the Lucy Edwards paid post had a VTR 5x industry benchmark, and our Instagram posts scored 3.5x Meta’s Brand Affinity benchmark, showing the link between accessibility and brand impact.
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