Opening Up Digital Worlds: Why Accessibility and Inclusion are Essential for Creative Content

In today's increasingly digital landscape, the way we create and consume content is constantly evolving. Yet, as digital platforms grow, an important question needs to be asked: are these creative digital spaces truly accessible and inclusive for everyone? Drawing on insights from a presentation that our Creative Director, Tim Bassford, gave at the Tech for Good Festival in May 2025 this article delves into the crucial topic of accessibility and inclusion in creative digital content.

The Current Context: Progress and Persistent Challenges

Understanding the current context of accessibility and inclusion is the starting point. From a cultural point of view there is definitely more positive representation of disabilities. Certainly when I was growing up in the 1980's Stephen Hawkins was the only disabled person I can remember in modern culture! Now we see a much greater diversity and eclectic representation from TV shows, film and sport in particular. Undoubtedly, we still have a long way to go of course!

Globally, there have been positive developments that indicate progress is being made.

One significant factor is the strengthening of legal protections. Many countries now have anti-discrimination laws, such as the Equality Act 2010 in the UK. This legislation mandates accessibility and equal treatment, specifically including digital access. It establishes accessibility as a legal requirement for companies and organisations. Both public and private sector bodies in the UK have a duty to make reasonable adjustments to ensure disabled individuals can access their services, including digital offerings like websites and apps, on an equal basis with non-disabled people. Furthermore, if you work in the public sector (government, NHS, education, law enforcement, social services, etc.), your website and app must publish an accessibility statement. This legal framework provides a crucial foundation for demanding and implementing accessibility standards.

Alongside legal progress, technological advancements have played a vital role. Tools like screen readers, voice recognition, closed captioning, and AI-driven translation have significantly expanded access to information and services for many individuals.

There is also a growing cultural awareness regarding the need for inclusion across various spheres, including education, workplaces, films, TV, and digital content. Global movements such as Black Lives Matter and MeToo have contributed to this shift in inclusion and understanding, moving the dial in terms of diversity for some.

This increased awareness helps to highlight the importance of representing and accommodating diverse perspectives and needs in digital creation.

Finally, there is increasing corporate and institutional buy-in. Many organisations now prioritize Equality, Diversity and Inclusion (EDI) Strategies. While the source notes that in the USA, a lot of this has been rolled back under Trump, the overall trend indicates a broader recognition of the value of EDI within businesses and institutions.

However, despite these positive steps, the question "Is better enough?" is pertinent, as significant work still needs to be done. The progress is uneven globally. Internationally, particularly in the Global South and developing countries, there is often a lack of infrastructure, cultural awareness, and legal backing necessary to support full digital accessibility. This creates a divide where digital advancements are not universally enjoyed.

Intersectionality gaps remain a challenge. People who face multiple forms of discrimination, such as those who are disabled and LGBTQ+, or racialized and low-income individuals, still encounter systemic barriers and exclusion. Their overlapping identities can compound the difficulties they face in accessing digital content and services.

Furthermore, there is a risk of tokenism versus real inclusion. Some initiatives and strategies may look good on paper but fail to lead to meaningful change in power structures or day-to-day experiences. Genuine inclusion requires dedicated Time, Funding, and Ability – resources and commitment that go beyond superficial efforts.

Why Talking About Accessibility and Inclusion Matters

It's the right thing to do from a moral and ethical point of view.

This should really go without saying. Taking accessibility and inclusions seriously supports principles of fairness, equity, and ensuring everyone has the opportunity to participate fully in society. Excluding individuals based on their abilities or identities is inherently unjust.

There is a significant commercial point of view.

Not that things should always be about the bottom line but... in 2019, the loss in potential revenue due to inaccessibility was estimated at a staggering £17.1 billion. This figure underscores the fact that neglecting accessibility means alienating a substantial potential audience and market. By making content accessible, organisations can tap into this missed revenue stream and expand their reach.

It helps all of us.

Making strides in accessibility and inclusion is not just those with additional needs. Examples like subtitles, which benefit deaf or hard-of-hearing individuals, are also useful for people in noisy environments or those learning a new language. Automatic doors, designed for wheelchair users, also benefit people with pushchairs, luggage, or temporary injuries.

It makes our society richer.

By ensuring everyone can participate and contribute, we gain diverse perspectives, talents, and ideas. This leads to a more vibrant and innovative society.Thinking about accessibility and inclusion also impacts us on a personal level. It affects ourselves, our friends, and our family. We or people we know may have temporary or permanent conditions that affect how we interact with the world, including digital content.

Finally, accessibility is something that will probably affect all of us in time.

As we age, many of us will experience changes in vision, hearing, mobility, or cognitive function that can impact our ability to access digital content. Designing for accessibility now is designing for our future selves.

Defining Accessibility and Inclusion in the Digital Realm

So, what exactly do we mean by accessibility and inclusion in the context of digital content? At its core, accessibility means that people are not excluded from using something on the basis of experiencing a disability. It is about removing barriers that prevent individuals with impairments from accessing and interacting with digital content and services.

Accessibility also means that people are empowered, can be independent, and will not be frustrated by something that is poorly designed or implemented in the digital realm. Good accessibility design leads to a user experience that is intuitive, navigable, and functional for everyone, regardless of their abilities. Poor design, conversely, can create significant frustration and barriers for disabled users.

Inclusion means striving to have a proactive awareness to represent a wider cross-section of society in creative content to ensure everyone feels welcome, represented and understood. This goes beyond just access; it's about ensuring diverse voices and identities are seen and valued in the content itself. This wider representation could relate to many factors, including physical or mental ability, language, gender, ethnicity, or sexuality, to name a few.

Crucially, accessibility and inclusion also mean being willing to engage in an ongoing conversation. It is not a static state but a continuous process of learning, adapting, and improving.

Formal Frameworks and Avoiding Just 'Box Ticking'

While the emphasis should be on genuine inclusion, formal guidelines and legal frameworks provide essential structure. As mentioned, the Equality Act 2010 in the UK legally mandates accessibility. A key international standard is the Web Content Accessibility Guidelines (WCAG 2.2). The WCAG 2.2 design principles are supported by 13 guidelines and founded on the four core POUR principles:

• Perceivable: Content should be presented in a way that all users can perceive it. This means providing text alternatives for images, captions for audio, and ensuring sufficient contrast for text.

• Operable: Users should be able to interact with digital interfaces effectively. This involves making content navigable via keyboard, giving users enough time to read and use content, and avoiding design that can cause seizures.

• Understandable: Clarity is important; instructions, error messages, and content should be straightforward and easy to comprehend. This includes using clear language, providing helpful input assistance, and making the site operate in predictable ways.

• Robust: Digital solutions should withstand technological changes. This means using standard coding practices so content can be interpreted reliably by a wide range of user agents, including assistive technologies.
  

While adhering to these guidelines and legal requirements is vital, it's important to remember the spirit of accessibility and inclusion is about more than just meeting minimum criteria. It's about truly considering the user experience.

Insights from the End User's Perspective

To truly understand accessibility and inclusion, it is essential to consider the perspective of the end user. Insights from individuals who navigate the digital world with disabilities are invaluable.

We interviewed Dan Powell, the current Paralympic World Champion Judo athlete at his GNR8 gym in Loughborough to find out what his insights were of digital inclusion and accessibility. You can watch the video 🎥 below:

In this video Dan notes that Video and Imagery with alt text (alt text summarising imagery) is super useful and engaging even if you can’t see it. This reinforces the importance of providing descriptive text alternatives for visual content, making it accessible to screen reader users.

He also stresses that 'Videos need a narrative voice or descriptive content wherever possible'. His comment, "Music and video imagery alone is no use. 'I'd rather listen to a music video'", powerfully illustrates that purely visual or musical content is inaccessible to those who cannot see. Adding descriptions or narration unlocks the content for a wider audience.

A crucial piece of advice is Don't assume what people can or can't do. Ask for their input. User testing and consultation with disabled individuals are fundamental to creating genuinely accessible experiences. Assuming needs without asking can lead to ineffective or frustrating solutions.

Finally, Dan Powell notes that The power of social media and giving everyone a platform through digital solutions shouldn't be underestimated. Digital platforms, when designed accessibly, can provide powerful tools for communication, community, and empowerment for disabled individuals. Another powerful example of how an end user has used the power of social media can be seen in this post by Jay Howard where she responds brilliantly to Katie Hopkins talking negatively about those with limb difference.

Jay Howard demonstrates the power of social media and digital content for those who may previously have been marginalised to have a stronger voice and convey their own viewpoint to a large audience.

Case Study Examples: Putting Principles into Practice

Looking at case studies provides concrete examples of how accessibility and inclusion principles are applied.

Assume That I Can campaign - Global Down Syndrome Day

This campaign really challenged the Stereotypes, biases and low expectations that can affect every aspect of the lives of people with intellectual disabilities. The campaign was a massive hit critically and commercially reaching millions of people and creating a massive social media response with many people with down syndrome submitting their own achievements under the hashtags #MaybeIWill.   #AssumeThatICan

Other examples include:

ParalympicsGB and Team GB demonstrated their commitment through their Games-Time Journal. Turbine Creative helped them produce the journal in multiple formats: a printed version, an interactive digital PDF, and a simple text version for greatest accessibility. This multi-format approach ensures that athletes with different needs and preferences can access and use the journal effectively.

Another example is the East Midlands Cancer Alliance's Cancer Pathway Comms. Turbine Creative helped them produce materials to accompany patients throughout their cancer treatment journey. A key focus was on creating simple and clear communication materials to guide patients regardless of their accessibility requirements. These were provided in both print and digital formats.

Furthermore, they created 6 accompanying animations in multiple languages with both subtitles and VO (Voiceover). This multilingual and multi-modal approach ensures that patients from diverse linguistic backgrounds and those with visual or auditory impairments can access vital information about their treatment. The materials also received the Crystal Mark approval from the Plain English Campaign, signifying their clarity and ease of understanding. These case studies illustrate practical ways to make information and content accessible and inclusive for specific audiences.

An example of one of these animations can be seen below:

Tips and Practical Tools for Creating Accessible Content

Implementing accessibility and inclusion requires practical knowledge and tools. Adhering to the POUR principles from WCAG 2.2 is a fundamental starting point, guiding the design and creation process.

For Video + Animation accessibility, several key elements are needed. Simply put, a video is accessible if it has captions. Ideally, it should also have audio description and a video transcript so that anyone who watches it can access the content. Platforms like YouTube and Vimeo make providing captions and transcripts easier. Another important consideration is the careful use of color, text, and animation to ensure nothing is inaccessible or too overwhelming for visually impaired viewers. High contrast colours and avoiding flashing elements are examples of this.

Creating audio content, like instant podcasts, can also enhance accessibility. Tools such as Google's NotebookLM are mentioned as a way to create audio content from existing documents. So visually impaired audiences are able to listen to a fun podcast rather than hearing a screen reader go through an enormous 145 page document.

EXAMPLE: You can listen to an amazing AI generated podcast about my Accessibility and Inclusion presentation here:

There are several other useful tools and resources available. Creating a Website Accessibility Statement is important, especially for public sector organisations. AbilityNet's Digital Accessibility Maturity Model (DAMM) toolkit is a brilliant resource for assessing where an organisation stands regarding digital accessibility and identifying future steps. AbilityNet also offers an accessibility survey.

For specific technical checks, a Colour contrast checker is essential to ensure text is readable against background colours. WebAIM provides one such tool at https://webaim.org/resources/contrastchecker/. A readability test, such as the one provided by The First Word at https://www.thefirstword.co.uk/readabilitytest/, helps ensure your content is easy to understand.

Beyond automated checks, it's crucial to test your content on a wide range of users with varying accessibility needs and take their feedback – moving beyond mere box ticking. Key practices include:

• Providing content in a variety of formats (where required), including different languages, simple text versions, subtitles on and off, and large print versions.

• Completing the alt text on imagery and video content where possible. This includes linking alt text on imagery and providing good descriptions in social posts for those who can't see the imagery.

• Where possible, including a narration rather than just text and imagery.
  

AI and Accessibility are also emerging areas. AI software like Synaesthesia offers tools for presentations, including video avatar presenters, text to video, and AI-generated presentations, which can be language agnostic. AI translation software, such as Dubly.ai, can aid in creating multilingual content. Accessibility wizards in software like Acrobat, Wordpress, Wix, Square Space, Canva, and Canva can help identify issues with content, such as colour contrast, coding issues affecting screen readers and keyboard control, lack of alt text, and issues with forms.

Final Summary: A Call to Action

To conclude, making creative digital content accessible and inclusive is a continuous journey. The final summary provides 3 key takeaways.

– Be proactive about including more diversity in your digital content (creation and output). This means intentionally designing for diverse needs from the outset.

– Think about who you personally support and are championing in the digital realm. Consider how your own actions and choices can promote accessibility and inclusion.

Finally, Regularly review and improve your content's accessibility and approach to inclusion. This is an ongoing process, not a one-time fix.

By embracing these principles and utilising the available tools and resources, we can all create digital content that is not only creative but also welcoming and usable for everyone, truly reaching a larger audience.

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If you have any questions about how you can improve the accessibility of your digital content, particularly around video, animation and digital marketing materials please do get in touch! You can reach us here