Irish treat brand Baileys has this week launched a new campaign designed to make its treat content more accessible to blind and partially sighted people.
Developed in partnership with creative agency VMLY&R London, the social-first campaign coincides with Global Accessibility Awareness Day and was the result of a collaboration with the Royal National Institute of Blind People (RNIB) and Meta.
‘Delicious Descriptions’ aims to make social content more accessible and engaging by providing enhanced screen descriptions in closed brackets that can connect with existing screen reader technology to elevate user experiences.
“Baileys believes every adult has a seat at the treat table, no matter your age, sexuality, ethnicity, ability or gender and through Delicious Descriptions, we will deliver image descriptions that are as delicious as the image themselves,” Baileys global marketing director, Paul Carton said.
“Working collaboratively with RNIB and Meta, we are delighted to make our treat content that bit more accessible and engaging.
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He continued: “We are also encouraging other organisations to make their social content more accessible to wider audiences with the Baileys Delicious Descriptions Guide. Together we can make Delicious Descriptions that can be enjoyed by everyone.”
To further promote campaign, Baileys will be working with content creators Lucy Edwards in the UK and Molly Burke and Grammy’s board singer Lachi in the USA to highlight how Delicious Descriptions can enhance social media content for blind and partially sighted users.
VMLY&R head of social, Christina Miller added: “While social platforms have made huge leaps in recent years to make experiences more accessible, we are still not reaching everyone. Instagram, in particular, is a highly visual platform by nature, making it hard to deliver a full experience to the visually impaired.
“We are incredibly proud to support Baileys to not only reach an under-represented community for the platform, but kickstart the wider change we want to see in inclusive content.”
