During the Paris 2024 Paralympic Games, Channel 4 set themselves the target of subtitling all the ads during the channel's coverage, beginning at a current level of 25%. After a huge effort, the broadcaster managed to achieve 60%.

In this episode, Channel 4's customer and commercial leader Amy Jenkins discusses how brands can do more to make ads accessible, the positive business impact this has and what, or who, is getting in the way.

Campaign's tech editor Lucy Shelley hosts the episode with media editor Beau Jackson and editor-in-chief Gideon Spanier.

Jackson brings insight from her contacts in the industry on the resistance within adland and if technology like AI can provide a solution. She discusses judging Channel 4's Diversity in Advertising Award and credits the organisations that are attempting to make positive change for accessible ads.

Further reading:

It’s time for adland to make alt text a first thought, not an afterthought

Apple tugs at ‘heartstrings’ through latest spot promoting AirPods Pro 2 as hearing aids

RNIB 'hijacks' LadBible platforms to highlight experiences of blind people

Why agencies face tougher challenges to retain their All In Champion crowns

Is inclusive marketing a key driver for effectiveness? The results are in…

Beyond the screen: why real-world accessibility for disabled people still falls short

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