Procter & Gamble launches barrier-free advertising in Switzerland
Procter & Gamble aired a TV commercial with audio description in Switzerland for the first time. The Gillette commercial has been airing on Swiss television in recent weeks and, according to Procter & Gamble, marks the beginning of accessible TV advertising in Switzerland.
What has been known for several years now from feature films on SRG SSR is now making its way into TV advertising in Switzerland. For example, the consumer goods manufacturer P&G showed a TV commercial with audio description from Gillette for the first time.
In the TV spot, the visual presentation on the screen is explained by an accompanying audio description. This audio description takes place during the speech pauses in the spot and is primarily aimed at viewers with visual impairments. In addition, it is intended to help people with autism to better understand the situations and emotions depicted with the help of the audio track.
Procter & Gamble launched in Germany with TV commercials for Ariel in the spring and intends to produce all its commercials with audio description in the future. "Our mission is to ensure that our corporate and brand content is available and understandable to all. We want to give everyone equal access to information - including in advertising - and thereby help drive positive change in society," says Kristina Bulle, CMO at Procter & Gamble in Germany, Switzerland and Austria.
The function is available to all viewers via a setting on their TV set. The programs can be received with audio description on the corresponding audio channel. In Switzerland, the broadcasting of accessible TV advertising is possible exclusively with Admeira. The service is available free of charge to Admeira customers who supply their spots with the appropriate audio track.
