McCann launches Alt by Default initiative
A pioneering commitment to bridge the major accessibility gap in advertising.
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Agency McCann Manchester has launched “Alt by Default” a pioneering initiative created to close the significant accessibility gap in advertising for visually impaired audiences.
With 16% of the global population living with a visual impairment, only 10% of TV ads worldwide currently include accessibility features. In the UK, the figure is just 1% despite more than two million people living with sight loss, a number expected to double by 2050. To address this stark imbalance, McCann’s Alt by Default initiative aims to integrate audio description (AD) into all TV adverts with participating clients and brands wherever possible, setting a new standard for inclusive advertising across the industry.
Jordan McDowell, head of strategy at McCann Manchester, IPA iList honouree & co-chair of the agency’s DE&I Council, spearheads the initiative. He said: “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.”
Leading the charge, Jammie Dodgers has become the first of McCann’s clients to embrace the initiative. The brand's Jam-packed with mischief advert is now airing with audio description across a host of BVOD channels and streaming services, including ITVX, Channel 4, Sky, Amazon Prime, Netflix, and Disney+. This move sets a powerful precedent for others in the industry to follow.
Davina Valetti, Marketing Controller for Jammie Dodgers, part of Fox’s Burton’s Companies (FBC) UK, said: “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.”
Credits
View on- Agency McCann/Manchester
- Production Company Knucklehead
- Director JAK
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Credits
View on- Agency McCann/Manchester
- Production Company Knucklehead
- Director JAK
- Producer Francis Mildmay-White
- Editor Meg Thorne
- Audio Engineer Harry Butcher
- Executive Creative Director Imogen Tazzyman
- Post Producer Katie Truelove
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency McCann/Manchester
- Production Company Knucklehead
- Director JAK
- Producer Francis Mildmay-White
- Editor Meg Thorne
- Audio Engineer Harry Butcher
- Executive Creative Director Imogen Tazzyman
- Post Producer Katie Truelove
Championing inclusivity through personal experience
The creative vision for Alt by Default is championed by Hannah Tudor, senior social creative at McCann Manchester. Her personal experience as a visually impaired advertising professional was crucial to the project's development.
"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," said Tudor. "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. This is a huge step towards fostering a genuine sense of belonging and making inclusivity the norm within the industry."
Audio description provides a narrated track that details key visual elements - such as actions, settings, and body language - not delivered through dialogue or sound effects. This essential feature allows those with visual impairments to experience the richness and intent of each advert.
Alt by Default aims to prioritise AD-ready creative concepts from the beginning, enabling audio description on all viable campaigns, and establishing subtitling as standard practice. With other McCann offices in the UK also looking to adopt the initiative, the agency is poised to set a new benchmark for modern advertising. As more clients get involved, the agency is calling on other brands and agencies to make AD-ready TV campaigns the new industry standard.
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.”
