Procter & Gamble makes its advertising more accessible

P&G has overhauled its advertising to be more inclusive, with “most of its ads” now suitable for blind people.

Diversity and inclusivity are at the heart of P&G’s stated business mission. Now, the consumer goods company has made it apparent in its advertising too.

Those changes include adding audio descriptions to ads, which sees an audio narrative placed on top of the content to describe what is being shown.

The move comes after Sam Latif, a special consultant of inclusive design, began working on inclusivity with P&G two years with the aim of ensuring the maximum number of people can consume P&G’s ads. Latif, who is registered blind, has been with P&G for 17 years and is also P&G’s global leader of its people with disabilities affinity group.

P&G is also eager to address common misconceptions around the cost and complexity of making advertising more inclusive, with Latif claiming both issues are “not a challenge”.

According to the company, two million blind consumers in Britain enjoyed P&G’s ads because of the new focus.

Source : https://www.marketingweek.com/2017/09/28/pg-rethinks-advertising-inclusive/