At CI Group, we recognise the importance of inclusivity and accessibility in all forms of communication. This year, as the global community focuses on the Paralympics in Paris from 28th August to 8th September 2024, we are proud to announce that our television adverts will include closed caption subtitles. This commitment ensures that everyone, regardless of their hearing ability, can fully engage with our message.
Understanding the Need for Accessibility
Recent research underscores the importance of accessible communication. According to the Royal National Institute for Deaf People (RNID), one in three adults in the UK is deaf, has hearing loss, or suffers from tinnitus. Additionally, the prevalence of hearing loss increases with age, affecting over 80% of those aged 70 and above. This statistic highlights the critical need for inclusive communication strategies to effectively reach all members of our community.
Furthermore, a 2023 YouGov poll revealed that subtitles are increasingly favoured by younger audiences, with 61% of individuals aged 18 to 24 preferring to use subtitles while watching TV. This preference indicates that subtitles are not only essential for accessibility but are also a favoured feature that enhances understanding and engagement with media content.
CI Group's Commitment to Inclusivity
In response to these insights, working with Channel 4, CI Group has proactively integrated closed captions into our latest TV ad campaign. This initiative aligns with our broader commitment to inclusivity, ensuring that our messages about transforming conservatories into comfortable, year-round spaces are accessible to everyone.
Why Closed Captions?
Closed captions offer several benefits:
Enhanced Comprehension: Subtitles help all viewers, regardless of their hearing ability, to better understand the dialogue and narrative of our advertisements, especially in environments where audio is not feasible.
Inclusivity: By including subtitles, we cater to a significant portion of the population who might otherwise miss out on learning about our services and products.
Preference: Acknowledging that many people, particularly younger viewers, prefer subtitles for various reasons, including improved focus and comprehension.
Join Us in Embracing Accessibility
We believe that inclusivity enhances our community and our customer experience. As we continue to innovate in our products and services, we remain committed to enhancing accessibility in all our communications. Watch our ad during the Paralympics, and see how we're building a more inclusive world, one subtitle at a time.
