The Royal National Institute of Blind People (RNIB) is spotlighting the importance of alt text in helping people with sight loss enjoy images and art that would otherwise be inaccessible to them.
Developed in partnership with global agency MullenLowe, the out-of-home led campaign aims to persuade anyone who posts an image online to add a thorough alt text description so that vision impaired people can also enjoy their content.
The charity’s creative will be centred around text-focused out-of-home that features alt text descriptions of famous images – encouraging members of the public to guess from where they originate.
“Alt text is a hugely important accessibility tool designed to help people navigate the internet more easily,” RNIB director of brand, Martin Wingfield said.
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“Our ‘Alt alts’ campaign highlights how inclusive content is just good content and ensures you aren’t excluding anyone. Our motto is always to think of accessibility as a love note – it tells people we want you here as well.”
At the bottom of each work, passers-by will be able to scan a QR code which directs them nowhere, instead they will be greeted with a message that reads: “If you guessed the image, lucky you. For the 2.2 billion people in the world with sight loss, it’s not that easy. Writing a description to every image you post gives people with sight loss access to the whole picture.”
MullenLowe group chief creative officer, Nicky Bullard added: “When I think about the impact certain images have had on me, the thought that we are excluding blind and partially sighted people from feeling the impact of those images makes me very, very sad. This campaign is the start of a massive conversation that must continue.”
