Instagram is a primarily visual platform, but is making moves to be more accessible for blind and partially sighted people with AI generated descriptions of images and video thumbnails. The problem for the community however, is those AI generated descriptions lack the detail that makes images worth looking at at best, and get the descriptions wrong at the absolute worst.
Cue Baileys and their belief that treating is for EVERYONE. And cue yours truly who LOVES both food and writing about food…
To help the community enjoy Baileys content on par with sighted people, we launched Delicious Descriptions; a new way for blind and partially sighted people to enjoy Baileys’ irresistible treating content with Image Descriptions.
To announce the launch of Baileys’ new custom written descriptions, we created 5 posts with the incredible 3D studio Foreal. Each short film brought to life they types of descriptions blind and partially sighted people will hear on every Baileys treat post from now on.
Created in partnership with the RNIB, the whole campaign was only successful because of the input of members of the blind and partially sighted community who guided us on creating the best descriptions possible.
We decided their input was so important that we released it as a helpful guide for anyone wanting to make their delicious foodie content more accessible.
Delicious Descriptions gained global press from the likes of Little Black Book, Creative Salon and Marketing Beat, as well as a shoutout on Meta’s video series ‘Performance Talks’ from Diageo Global CMO and Meta’s own Head of Global Business, Nicola Mendelsohn. But the most important goal for this campaign was its usefulness for the blind and partially sighted community, and thankfully, we got that too…
