McCann launches accessible TV ads for the visually impaired
McCann has introduced Alt by Default, an initiative designed to close the accessibility gap in advertising by ensuring that audio description (AD) becomes standard practice in TV campaigns. Launched ahead of World Sight Day (9 October 2025), the programme marks a major step toward more inclusive advertising for the global visually impaired community.
Around 16 percent of the world’s population lives with some form of visual impairment, yet only 10 percent of TV advertising includes accessibility features. In the UK, that figure drops to just one percent, despite more than two million people living with sight loss. Alt by Default aims to reverse that trend by integrating AD into all TV adverts with participating clients, setting a new benchmark for accessibility across the industry.
Setting a new standard for inclusion
Jordan McDowell, Head of Strategy, McCann Manchester: "Advertising has the power to connect, inspire and include – but for too long, whole communities have been left out. People living with sight loss experience the world differently, yet the majority of TV campaigns still fail to consider how they engage with them. With Alt by Default, we’re challenging the industry to do better. We’re proving that accessibility doesn’t have to be an afterthought – it can be built in from the start, enriching the creative process, broadening reach, and making campaigns more meaningful for everyone."
Jammie Dodgers is the first brand to join the initiative, making its Jam-packed with mischief campaign accessible through audio description across major BVOD and streaming platforms, including ITVX, Channel 4, Sky, Amazon Prime, Netflix, and Disney+.
Brands join the movement for accessible advertising
Davina Valetti, Marketing Controller for Jammie Dodgers, Fox’s Burton’s Companies UK: "We’re proud to be part of the Alt by Default initiative. This is about making sure everyone can share in the joy and mischief of our brand. We hope this inspires others to join the movement and make accessibility a priority."
The initiative was shaped by the experience of Hannah Tudor, Senior Social Creative at McCann Manchester, who is visually impaired. Her perspective was key to building a framework that prioritises accessibility from concept to production.
Hannah Tudor: "As someone living with sight loss, I’ve experienced first-hand how it feels to be on the outside of cultural moments that so many people take for granted. I know how powerful and validating it is to feel included, and that’s what this initiative is all about. Alt by Default is a commitment to ensuring that advertising is accessible to everyone. It means that brands like Jammie Dodgers aren’t just seen – they’re heard and felt, allowing the visually impaired community to connect with them in a meaningful way."
Collaborating for lasting impact
McCann worked with CRAFT Manchester and accessibility specialists XR Extreme to develop production workflows that prioritise AD-ready creative ideas and establish subtitling as standard practice. The agency plans to roll out the initiative across its UK network, encouraging brands and agencies alike to make accessibility a built-in part of the creative process.
Jordan McDowell added: "Campaigns designed to work with audio description, avoiding dense dialogue, limiting excessive jump cuts, and focusing on visual clarity, are the same campaigns that land emotionally and stay with people. At its core, Alt by Default isn’t just about doing the right thing. It’s about making better, more resonant work. Accessibility and effectiveness go hand in hand."
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