FTP: Reinforcing its commitment to social inclusion
According to the World Health Organization (WHO), almost 200 million people in the wider European region experience some degree of hearing loss. This is a significant health issue around the globe, and France is no exception, with serious hearing loss affecting nearly 10% of the French population.
As the advertising arm of France’s leading multiplatform TV businesses, FranceTV Publicité recognised its duty to address this situation by raising awareness among advertisers. Currently, only 10% of advertising messages are accessible to the deaf and people with hearing loss – there is still a long way to go to ensure advertising communications are accessible to all audiences.
For the duration of the Paris 2024 Olympic and Paralympic Games, FranceTV Publicité is reinforcing its commitment to inclusion by offering subtitling services for TV commercials. Advertisers can opt to include this service in their campaigns. The commercials will be transcribed directly by FranceTV Publicité’s broadcasting teams, with support from France.tv access, a subsidiary of the France Télévisions Group and the leading provider of TV subtitling in France.
Striving to ensure maximum accessibility for all audiences
FranceTV Publicité has also teamed up with Toyota to create an immersive experience to raise awareness of their new sporting events at the Paris Olympics. Toyota aimed to enhance its image as a global mobility partner for the Paris 2024 Olympic and Paralympic Games, showcasing its commitment to inclusion. The Toyota Wheel Park is a hybrid space fostering an immersive experience for all. This installation strives to ensure maximum accessibility for all audiences, whether they are able-bodied or have a disability. It is tailored for enthusiasts of urban and skate sports, including those practising WCMX (WheelChair Motor Cross).
FranceTV Publicité and Seen In production followed the teams from Toyota for four months, capturing every step from conception to the grand opening of the project, resulting in a 26-minute documentary. The campaign rollout took a multi-channel approach, combining a documentary film, online channels, digital teasers, and social media. By partnering with FTP and Seen In productions, Toyota ensured the campaign resonated with audiences and promoted inclusion, highlighting the potential of para-sports.
TV’s potential to be a more accessible and inclusive medium
As part of egta’s World Television Day celebrations on 21 November 2023, FranceTV Publicité broadcast its first commercials with subtitles and sign language interpretation and is now continuing its efforts for the cause. The Paralympics present another important opportunity to highlight TV’s potential to be a more accessible and inclusive medium.
Source: egtaknowledgehub.com
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