Delicious Descriptions: Baileys Social Campaign Makes Content Accessible to Wider Audiences

Treat brand Baileys has launched a social campaign “Delicious Descriptions” which coincides with Global Accessibility Awareness Day. It was created via consultation with the Royal National Institute of Blind People (RNIB) and Meta to make social content more accessible to wider audiences.

The campaign follows recent research highlighting that more than two million people are living with sight loss in the UK and more than 2.2 billion people with sight loss worldwide. Delicious Descriptions enhanced image descriptions and screen reader content for blind and partially sighted social media users by layering in more delicious, more indulgent descriptors of treat content. Its included in closed brackets and connects with existing screen reader technology, elevating the user experience of Baileys’ indulgent social feed.

Paul Carton, Global Marketing Director at Baileys, believes every adult has a seat at the treat table, no matter the age, sexuality, ethnicity, ability, or gender. “Through Delicious Descriptions, we will deliver image descriptions that are as delicious as the image themselves. Working collaboratively with RNIB and Meta, we are delighted to make our treat content that bit more accessible and engaging.”

Baileys is also encouraging other organizations to make their social content more accessible to wider audiences with the Baileys Delicious Descriptions Guide. “Together we can make Delicious Descriptions that can be enjoyed by everyone,” Carton said.

Ali Long, Director of Consumer and Business Services at RNIB, said the organization is working with Baileys to improve the accessibility of their brand content to ensure it is accessible to a wider audience that includes people with sight loss. “Too often screen reader content is flat and less engaging than content created for general audiences. Baileys’ Delicious Descriptions is a great initiative, and we look forward to continuing on the journey with the Baileys team.”

Baileys’ social campaign was created by VMLY&R London.

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Nandika Chand