This Canadian Bank Launched OOH for Colour Blind People
More often than not, today’s out of home advertising is fairly one-dimensional with regards to its target audience. Sure, it might be beautiful, ridiculously clever in concept, or supremely tasteful, but at the end of the day, it’s meant for the eyes of those with no sight-related disabilities, and will usually only be viewed exactly as intended by them and them alone.
However, ‘usually’ is the operative word. Every now and then, a brand or an agency will create a campaign with these other demographics in mind, which is exactly what TD Bank and Ogilvy Toronto did last month when they shone a light on the importance of accessible design. Specifically, the pair wanted to highlight the bank’s tool, the ‘TD Accessibility Adapter’ which makes the internet more accessible, and so they launched ‘Visible Billboards’ on Colour Blind Awareness Day. Working alongside colour blind artist Paul Scott Canavan, the two created an ad that could be read best by those with colour blindness – a clever way to encourage empathy by allowing viewers to experience just how different seeing is for those with vision impairment.
To learn more about how this came to life, and what made this right for the brand, LBB’s Jordan Won Neufeldt sat down with TD Bank Group’s chief marketing officer, Tyrrell Smith, for a chat.
LBB> From the top, what was the brief, and what immediate ideas came to mind?
Tyrrell> At TD, we put people first and are a customer-led organisation. So, we believe that innovation is about more than just technology – it’s about people. The ‘TD Accessibility Adapter’ (a Chrome extension that enables users to personalise their online visual experiences so that they can better meet their accessibility needs) and this campaign are examples of how we’re actioning that commitment. We initially built the tool for our colleagues, but when we saw the impact it had internally, we knew we could do more, and that we couldn’t keep it to ourselves. It was the right thing to do.
The entire creative of this unique campaign was designed to demonstrate how TD innovates with purpose, and how we truly value colleagues and customers as individuals with diverse needs. The TD Accessibility Adapter makes a tangible difference in the lives of people every day and really highlights our brand promise that people matter most. Our goal was to raise awareness of its availability so more people could benefit from it.
LBB> Tell us more about the Accessibility Adapter! How does it work?
Tyrrell> Really, the TD Accessibility Adapter is exactly what I mentioned earlier. For example, users with ADHD can use the plug-in to grey out everything on their screens except the single sentence they're reading to increase focus. Users with low vision can increase font size and increase and decrease saturation, and more. In addition, the tool can coexist with any other assistive technologies that may be on a user's device, such as JAWS, a screen reader.
LBB> From here, why was promoting it with a billboard celebrating Colour Blind Awareness Day something you wanted to do to highlight its existence?
Tyrrell> One of the Accessibility Adapter’s features is a monochrome mode for users who can't see any colour, which gave us a natural alignment to tie this campaign to Colour Blind Awareness Day.
In addition to this, we understand how important it is for our customers to see themselves represented in the organisations they work with, and that includes us at TD. We wanted to use this opportunity to produce a campaign that would resonate with individuals who not only would benefit from a tool like ours, but individuals from the community who don't experience everyday advertisements as others do. Something specifically for them so that they know that we see them as written in the advertisement.
LBB> What challenges did you face in bringing this to life? And how did you overcome them?
Tyrrell> At TD, we innovate with purpose and drive impact and inclusion for our colleagues, customers and communities. According to WebAIM, only 3% of the internet is currently accessible to users with disabilities. Moreover, people with disabilities are actually three times more likely than those without to never go online because of these barriers.
The disabilities community has a motto: ‘Nothing about us, without us’. We wanted to stay true to this idea. We worked with an artist with colour vision deficiency to design the campaign, alongside the CNIB Foundation. We took a similar approach when we designed the Accessibility Adapter by working along Disability:IN to test the tool, ensure it was inclusive, and that it would be impactful.
LBB> What lessons have you learned in the making of this project?
Tyrrell> Much like the tool itself, the campaign was a powerful reminder to work with your community, rather than in isolation ‘for’ them. We had colour-blind creative team members working on the creative, we consulted with authorities in accessibility spaces, and made members of our DE&I and Accessibility teams key project members. By ensuring that all voices were heard and respected, we produced a more inclusive creative which was truly reflective of the communities we serve.
LBB> Since launch, how have people reacted to this campaign?
Tyrrell> We've had great reactions both internally and externally to the campaign. One of the best parts about showcasing our brand (and how it comes to life in what we do for our colleagues and communities) is that audiences respond with positivity when you demonstrate how you care about individuals rather than numbers. When you get a note from a family member (or agency partners) who are able to more clearly decipher online images because they saw your campaign, it makes it very worthwhile.
LBB> How did this campaign fit into TD’s plans for 2024 and beyond?
Tyrrell> The TD brand has always been rooted in putting people at the heart of everything we do, and we pride ourselves on that. That's why we're committed to making banking easier, providing value, and offering trusted advice. A part of this commitment is recognising and addressing the differing lived experiences and diverse needs our people have. This campaign aligns to this commitment by bringing awareness to the TD Accessibility Adapter.
LBB> Finally, has making this campaign made you want to rethink your approach to accessible advertising and design?
Tyrrell> We have a longstanding commitment to diversity and inclusion, and that’s reflected in our inclusive innovation. Aside from the TD Accessibility Adapter, we’ve introduced video relay services for our customers who are deaf and use sign language, making us the first Canadian bank to do so. This ad delivers on both our commitments, deepening and further solidifying that at TD, people have always mattered the most to us. It is something we would like to champion and continue to drive forward in our future work.
