Innovative creative hits the airwaves with impactful message
TORONTO, May 16, 2012 /CNW/ - Accessible Media Inc. (AMI) today announced the launch of a new television campaign geared towards raising awareness and driving home a message.
The television creative, which consists of two thirty second spots, was developed and produced by TBWA Toronto and voiced by Canadian actor, Gordon Pinsent. The campaign promotes the rebranding of AMI's open described video service, AMI-TV. The ads provide a highly descriptive account of what is happening on screen - not unlike the service delivered by AMI-TV to its blind and low vision customers.
"For the sighted, the most effective way to appreciate these spots is to close your eyes and listen," suggests Peter Burke, AMI Vice-President of Marketing and Communications. "By showing how description can enrich what you can already see, we prove how important description services like AMI are to the blind."
"Creatively we made a conscious decision not to dwell on the difficulties or challenges of being blind," adds Mark Mason, Creative Director, TBWA\ Toronto. "Instead, we focused on the positive service that AMI provides."
The campaign will air nationally in English Canada on a variety of channels carried on Bell TV, Cogeco, Eastlink, Rogers, Shaw Cable, Shaw Direct and Source Cable including A & E, CNN, TLC, Fox News, CNBC, Spike, TBS, MSNBC and BBC.
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About Accessible Media Inc.
Accessible Media Inc. (AMI) is a not-for-profit multimedia organization operating two broadcast services, AMI-TV, AMI-audio , and a web site, AMI.ca. AMI serves more than five million Canadians who are blind or with low vision, deaf or hard of hearing, learning disabled, mobility or print restricted, or learning English as a second language by making print, broadcast and online media accessible.
For further information:
Janis Davidson Pressick, Communications Manager
800-567-6755 ext. 0971, email@example.com
Andrea Ramos, Public Relations Coordinator
800-567-6755 ext. 0977, firstname.lastname@example.org