Many sighted people have never considered how difficult it can be for a person who is blind or partially sighted to navigate the internet - especially now that so much of our lives happen online. But one of the most common understandings of blindness is that a guide dog can help a person who is blind to navigate the world.
With this insight in mind, we’re using a humorous approach to discuss the serious issue of media accessibility.
In the video, we introduce the audience to K9-Online, a training facility that’s equipping guide dogs with the internet skills they need to assist the blind and partially sighted in the digital age. We’ll watch a class of guide dogs as they learn to browse the internet, post on social media, and complete web searches for their owners.
Ultimately, the video leaves our audience with one thought – the one that inspired AMI to adapt their own website for those who are blind and partially sighted - why not make the internet itself more accessible?
Digital advertisement created by TBWA, Canada for AMI, within the category: Public Interest, NGO.
Chief Creative Officers: Alan Madill, Terry Drummond, Barry Quinn
Creative Directors / Art Directors: Rodger Eyre, Sarah Quinto
Creative Directors / Copywriters: Gerald Kugler, Julia Forrester
Producer: Karen Blazer
Production Company: Soft Citizen
Executive Producers: Eva Preger, Link York, Rob Burns
Director: Christopher Hutsul