TORONTO, May 31, 2011 /CNW/ - He commutes downtown Toronto from Oshawa
via public transit every day, works in customer service, is happily
married and an active father to his two sons ages 3 and 7.
So far so ordinary.
Except that Jeff Berwick, 38, has been blind since age 13, and his
journey through the course of just another day in his life has been
captured by Emmy award-nominated documentary filmmaker David Grabias as
a way of demonstrating a fresh point of view
The short 5:45 minute documentary called "Jeff's Day" and the TV spots
that come from it are part of Accessible Media Inc.'s latest campaign
intended to raise awareness for its efforts to make media accessible to
AMI makes our media world available to those who can't experience it the
way it was created, adding description for those who can't see it, or
captioning for those who can't hear it. The "Jeff's Day" documentary
offers insight to the sighted of what it takes to manage in a world you
can't see. AMI gives them our world, the documentary gives us theirs.
"Jeff is extraordinary in the fact that his visual impairment doesn't
define him - he is every person in a way and that's what is so
remarkable," said Grabias, the Director. "Through the documentary he
explains to us both the process he uses to negotiate the world, and
then the sensory experience of that world which is different from ours,
and hopefully makes this documentary engaging for its insights as well
as engaging emotionally."
"Jeff describes what he hears and thinks every step of the way, so that
we get a sense of how he navigates a world that favours the sighted,"
said Peter Burke, AMI's Vice President of Marketing and Communications.
"His world becomes accessible to us, in a similar manner in which AMI
makes our world Accessible. Accessibility is about making things
available to all.
The documentary shows the world from Berwick's perspective. He spent a
day living his life as normal, except with a camera attached at eye
level so that the viewer experiences life from his perspective. The
documentary captures him making his way to work via a bus to catch the
GO train, and then catching the subway at busy and complicated Union
Station to get to the office at Bloor and Avenue Road. It shows him
wrestling with his kids and taking one son to a lacrosse practice; it
captures him making grilled cheese sandwiches for the boys and watching
the Accessible Channel-TACtv with his family.
According to Berwick, he has always sought to be as independent as
possible. "I have always lived in the sighted world," he says.
"Accessible Media is important for that independence."
"We live in a media saturated world and it is difficult to comprehend
what it is like to be shut out of it because of an impairment like lack
of vision or hearing," said David Errington, AMI's President and CEO.
"The work we do allows more than five million Canadians to take part in
the culture of the moment, the news of the day and to be active
The "Jeff's Day" documentary will be available on YouTube, The
Accessible Channel and www.ami.ca.
In addition to the documentary, the 30 and 60 second TV spots launched
May 23 and airing nationally and can be found on the YouTube channel, www.youtube.com/accessiblemedia.
On YouTube, the documentary begins with a rollover intended to give
sighted people a sense of the media world for those with low-vision.
The screen looks dark, but for a small peephole where the curser rolls
over the content. It's another way of expressing the sensory
experience of AMI's core audience.
All were created by TBWA\TORONTO.
About Accessible Media Inc. (AMI)
Accessible Media Inc. (AMI) is a not-for-profit multimedia organization
operating two broadcast services, VoicePrint and The Accessible
Channel- TACtv, and the companion website www.ami.ca. AMI serves more than five million Canadians who are blind, with low
vision, print-restricted, deaf or hearing-impaired, learning disabled,
and mobility impaired, in need of literacy skills or learning English
as a second language, by making print, broadcast and on-line media
accessible. To learn more, please visit www.ami.ca.
SOURCE NEWS - MEDIA
For further information:
Georgina Blanas, Director, Government, Public and Affiliate Affairs
416-422-4222 extension 0981/ email@example.com
Tracy Nesdoly,Director of Earned Media