Channel 4 Launches Audio Described Ad-Break Takeover

Channel 4 joins forces with the RNIB and 6 major advertisers to raise awareness of Audio Description

Channel 4, in partnership with the Royal National Institute of Blind People (RNIB), has teamed up with Airbnb, BT Broadband, Experian, P&G brands (Gillette & Oral B) and Virgin Media to create a multi-brand ‘A.D. Ad-Break’ takeover to demonstrate the importance of Audio Description (AD) - an additional commentary that verbally explains what’s happening on screen.

The campaign is designed to highlight the importance of AD by raising awareness of its availability for blind and partially sighted audiences. Additionally, the campaign will also encourage other brands to increase the number of ads they make available with AD to support viewers with sight loss.

The campaign was produced by Sassy Films with support from accessible advertising specialist; Adtext.