Clearcast Wins the Social Impact EASA Best Practice Award for #AdsForAll Campaign

Clearcast has announced that it was awarded the first ever ‘Social lmpact Award’ for its #AdsForAll campaign at the EASA 2024 Best Practice Awards ceremony on 17th October 2024.

The gala dinner took place at the House of Lords in London and brings together its members, partners and stakeholders from the advertising and self-regulatory world.

The awards celebrate self-regulatory organisations (SROs) that demonstrate excellence and innovation in applying the EASA Best Practice Model for self-regulation.

‘Social Impact’ is a new category, inspired by point five of the EASA 30th Anniversary Declaration and is awarded to a ‘project or action that contributes to promoting attitudes and behaviours that help respond to global challenges such as sustainability, diversity, social inclusion or equality’.

EASA said, “The '#AdsForAll' campaign by Clearcast, launched in November 2022, successfully enhanced TV ad accessibility for individuals with hearing loss by promoting subtitles and fostering collaboration within the industry. This resulted in increased awareness and the establishment of Clearcast as a key resource in accessibility.”

The #AdsForAll campaign was launched in early 2023 with the following objectives:

1. Increase awareness about the unknown levels of accessible ads.

2. Understand more about current practices and possible barriers.

3. Encourage more reporting within the industry.

4. Encourage advertisers and agencies to make more ads accessible.

Campaign initiatives included:

• Identifying attitudes, existing practices, and barriers through a survey. The findings were then shared, with their initial recommendations.
• Raising awareness through accessible events, like the British Arrows.
• Raising awareness and offering guidance through Clearcast’s website and social accounts, as well as industry publications (eg Campaign).
• Raising awareness with ‘Focus Fortnights’ around accessible calendar events like GAAD & Deaf Awareness Week, which asked their copy and ops staff to have accessibility discussions with agencies.
• Educating, by providing training for the industry.
• Promoting better data-tracking behaviours by adding new functionality to The Library (Clearcast’s online clearance system).

The project was amplified and supported by Channel 4, ITV, Sky, IPA, ISBA, Thinkbox, Advertising Association, British Arrows, egta, RNIB, and RNID.

“Clearcast have been first and foremost in championing the accessible advertising agenda. They’re driving forward education and technical changes and working collaboratively with the industry to drive long-lasting change.” said Bobi Carley, head of media and diversity and inclusion lead at ISBA.

“I really enjoyed that you made sure to include the voices/opinions of disabled people. In this way, the training hit a lovely balance.” said Beth, Tviva Ltd.

Through its passion for accessible ads and the work they’ve done collaboratively with the industry, Clearcast have established itself as an organisation that’s a central source for accessibility insights, data, expertise and training. Clearcast is hopeful that accessible advertising will become the norm in the not so distance future, and will continue to push the agenda forward.