Ensuring all communications created by Silver on behalf of our clients are accessible to all is essential as it aligns with our commitment to inclusivity, legal compliance, and ethical responsibility.

Accessible communications broaden the reach of our clients’ messages, allowing them to connect with a wider audience. This enhances user experience fosters customer loyalty and helps avoid legal pitfalls associated with non-compliance to accessibility standards.

By prioritising accessibility, Silver demonstrates leadership in creating equitable marketing solutions, reinforcing our reputation as a forward-thinking and socially responsible agency.

In the context of Silver’s marketing communications projects, accessibility refers to designing and developing content usable by everyone, including individuals with disabilities. This means ensuring that all communications – such as websites, videos, graphics, advertisements, and documents – are accessible to people with a wide range of abilities and disabilities, including but not limited to visual, auditory, cognitive, and motor impairments.

By incorporating accessibility into all stages of marketing communication, from design to execution, Silver can create more inclusive and effective marketing strategies.

Why is it important to create accessible content?

Legal Compliance

Regulatory Requirements: In many regions, including the UK, Europe, and the USA, there are legal mandates requiring digital content to be accessible to people with disabilities. Compliance with standards like the UK Equality Act 2010, the Americans with Disabilities Act (ADA), and the European EN 301 549 is essential to avoid legal penalties and potential lawsuits.

Avoiding Legal Risks: Non-compliance can risk legal challenges and financial penalties. Adhering to accessibility standards helps mitigate these risks.

Inclusivity and Social Responsibility

Equal Access: Ensuring that marketing communications are accessible means that everyone, regardless of their abilities, can engage with, and benefit from the content. This inclusivity is fundamental to social equity.

Corporate Responsibility: Demonstrating a commitment to accessibility reflects positively on Silver’s reputation. It shows that our agency values all individuals and is dedicated to social responsibility and ethical practices.

Enhanced User Experience

Improved Usability: Accessibility features often enhance the overall user experience for all users, not just those with disabilities. Clear navigation, readable text, and multimedia alternatives make content easier to use and understand.

Broader Audience Reach: By making content accessible, Silver Agency can reach a wider audience, including people with disabilities, which expands market potential and inclusivity.

Competitive Advantage

Market Differentiation: By prioritising accessibility, we can differentiate ourselves from competitors. Our clients increasingly seek partners who adhere to best practices in accessibility to enhance their own brand reputation and customer reach.

Innovation and Leadership: Leading the industry in accessibility demonstrates innovation and a forward-thinking approach. It positions Silver as a leader in creating inclusive and sustainable marketing solutions.

Alignment with Global Standards

Adhering to Best Practices: Following guidelines like the Web Content Accessibility Guidelines (WCAG) 2.1 ensures that Silver’s marketing communications meet internationally recognised best practices.

Global Reach: As the digital landscape is global, adhering to these standards ensures that Silver’s content is accessible to an international audience, meeting diverse regulatory requirements and user needs.

Conclusion

At Silver, we’re committed to creating a transparent, responsible, and accountable advertising environment that earns the trust of the public, our customers, and legislators. We’re committed to empowering relationships within the media, agency, and digital supply chains to deliver value for advertisers transparently and sustainably.

Applying these accessibility principles to our marketing communications projects is crucial for Silver to ensure legal compliance, demonstrate social responsibility, enhance user experience, gain a competitive edge, and align with global standards. By doing so, we not only fulfil our ethical obligations but also leverage the full potential of marketing efforts to reach and engage a broader audience.

We aim to lead the industry in fostering an inclusive and sustainable advertising landscape that has a positive societal and economic impact aligning with our BCorp ambitions. We provide thought leadership and actionable guidance, collaborating with our community and partners to achieve these goals.

 

Key specific areas to consider when creating accessible communications

1. Perceivable Information:

• Text Alternatives: Provide text alternatives for non-text content, such as images, to ensure screen readers can interpret them.
• Time-based Media: Offer captions, transcripts, and audio descriptions for video and audio content to cater to users with hearing or visual impairments.
• Adaptable Content: Ensure that content can be presented in different ways without losing information or structure, such as resizing text without assistive technology.

2. Operable Interface:

• Keyboard Accessible: All functionalities must be accessible via a keyboard, allowing users who cannot use a mouse to navigate effectively.
• Enough Time: Provide users enough time to read and use content, including adjustable timing for time-sensitive elements.
• Seizures and Physical Reactions: Avoid design elements that may cause seizures, such as flashing lights.

3. Understandable Information:

• Readable Text: Make text content readable and understandable, using clear, simple language and logical structure with proper heading tags.
• Predictable Navigation: Ensure that navigation is consistent and predictable, helping users understand and operate the interface with ease.
• Input Assistance: Offer guidance and support for users to avoid and correct mistakes, such as clear labels and instructions for form fields.

4. Robust Content:

• Compatibility: Content should be compatible with current and future user tools, including assistive technologies. Regularly test and update content to ensure ongoing accessibility.

Compliance and Testing

Accessibility Statement: Public sector bodies are required to publish an accessibility statement on their websites and mobile apps, detailing their compliance with accessibility standards and providing a method for users to report accessibility issues.

Regular Audits: Conduct regular accessibility audits to ensure ongoing compliance with WCAG 2.1 AA standards.

User Feedback: Encourage and facilitate user feedback to identify and address accessibility barriers.

 

Practical Steps

• Use alt text for all images.
• Ensure high contrast between text and background.
• Provide clear and descriptive labels for forms.
• Implement keyboard navigation.
• Offer transcripts and captions for multimedia content.

Key elements of maintaining an accessible website include using readable fonts and sufficient colour contrast, providing alt text for images, ensuring keyboard navigation, and offering captions, transcripts, and audio descriptions for videos. Additionally, forms and call-to-action buttons should be properly labelled and accessible.

Adhering to these practices not only aligns with global accessibility standards but also enhances the overall user experience for everyone.

 

Specific approach by discipline

Text and Typography:

• Use readable fonts and appropriate text sizes.
• Ensure sufficient contrast between text and background.
• Avoid using text within images; if necessary, provide alt text.

Colour and Contrast:

• Use colour contrast ratios that meet WCAG guidelines.
• Do not rely solely on colour to convey information.

Images and Graphics:

• Provide descriptive alt text for all images.
• Use scalable vector graphics (SVG) for better accessibility.

Layout and Structure:

• Maintain a logical reading order.
• Ensure content is easily navigable with keyboard shortcuts.

  

Advertising

Copy and Messaging:

• Write clear, concise, and straightforward copy.
• Use plain language and avoid jargon.

Visuals:

• Ensure visuals do not contain flashing elements that could trigger seizures.
• Provide transcripts or captions for audio content.

Interactivity:

• Ensure interactive elements are keyboard accessible.
• Provide clear instructions for interactive content.

 

Video

Captions and Subtitles:

• Provide accurate captions for all spoken content.
• Ensure captions are synchronized with the audio.

Audio Descriptions:

• Include audio descriptions for visual content.

Player Controls:

• Use accessible video players with keyboard navigation and screen reader support.

Contrast and Visibility:

• Ensure good contrast in video content for viewers with visual impairments.
• Silver Agency Limited processes special category data of employees as is necessary to comply with employment and social security law.  

 

Animation

Motion and Timing:

• Avoid excessive or rapid motion that can cause discomfort or trigger vestibular disorders.
• Provide options to reduce or disable animations.

Captions and Transcripts:

• Include captions for all audio content in animations.
• Provide transcripts for complex animations that convey significant information.

Interactive Elements:

• Ensure interactive animations are accessible via keyboard and screen readers.

Film

Subtitles and Captions:

• Provide subtitles for all dialogue and relevant sounds.
• Ensure subtitles are easy to read with good contrast and appropriate size.

Audio Descriptions:

• Include audio descriptions for visually impaired audiences.

Screening Environment:

• Ensure accessible seating and viewing angles in physical venues.
• Provide assistive listening devices where applicable.

 

Testing and Evaluation

User Testing:

• Conduct accessibility testing with users who have disabilities.
• Gather feedback and make necessary adjustments.

Automated Tools:

• Utilise automated accessibility checkers for initial testing.

– https://www.siteimprove.com
– https://silktide.com
– https://does.qa

Compliance Checks:

• Regularly review content against accessibility standards and guidelines.

 

Silver Training and Resources

Staff Training:

• Provide regular training on accessibility best practices for all team members.

Resources and Tools:

• Offer access to resources such as accessibility checklists, design tools, and guidelines.

 

Maintenance and Updates

Ongoing Monitoring:

• Regularly review and update accessibility practices.

Feedback Loop:

• Encourage feedback from users to identify and address accessibility issues.

Documentation:

• Keep comprehensive records of accessibility efforts and updates.

 

These guidelines will help your team create accessible content across different mediums, enhancing the user experience for all audiences.