Digital TV switchover: Approach to accessibility

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1 Digital TV switchover: Approach to accessibility By Sophie Reeve, Senior Marketing Executive Why was accessibility important to us? Following the announcement of digital switchover, Digital UK was set up at the request of government to manage the process. Funding was via a ring-fenced portion of the BBC licence fee. Central to our remit from government was protecting the vulnerable leaving no one behind and making the experience as stress-free as possible. This meant providing clear, helpful and impartial communications made accessible to all segments of the UK population. The remit of our partner organisation, the BBC-run Switchover Help Scheme, required an even more extensive approach to accessibility. It was designed to specifically help those considered at greatest risk: those aged 75 or over or eligible disabled, by providing them with everything needed to switch one TV to digital. This meant reaching those with diverse needs who do not always decode advertising in the usual way, including those who were blind or partially sighted and those who had mental health problems, learning disabilities and physical disabilities. The guidelines below are what Digital UK and the Help Scheme followed to ensure the needs of all audiences were met. Digital UK: Colour The brand colour of pink was considered a good colour for accessibility however: o Where black was on pink, the tint of the pink should not be more than 20 per cent strength of the original colour o We avoided putting pink on grey o We avoided whole pages being pink o We avoided putting logos on pink When we worked with other colours, we avoided using green, blue or red particularly next to each other. Typeface/lines Our typeface (Meta plus) was considered clear and more than adequate for accessibility. The standard font size was 12 which was considered suitably accessible. We marginally increased the leading (the vertical space between lines of copy) to improve the overall accessibility. We always left aligned our copy. We did not use brackets round numbers. We did not alternate colours (such as one line in black and the next in pink).

2 When showing dates, we did not use th after. It created issues for those that are severely dyslexic or have learning difficulties. We made sure that where lines were used, they were hard lines not dotted lines. We avoided using the Digital UK logo within copy this created difficulties for those with ADHD, colour blindness, learning difficulties and character definition. We avoided using symbols that may be mistaken for pictograms. We increased the size of small print just one font size made a difference. We avoided using underscores within text. We avoided putting copy at an angle Formats and paper stock We did not go smaller than A5 We avoided landscape paper as this would be harder to turn for those with dexterity issues We avoid gate-folds and roll-folds for those with dexterity issues We did not use stock under 150gsm We stapled or wire bound booklets where possible, instead of folding or rolling Mailings and Outreach materials We provided key material in multiple formats, including: o Large print o Braille o Audio Our 3 month leaflet campaign for all regions stated: o This booklet is available in large print, audio and Braille, just call o If you have a hearing or speech impediment, contact our textphone service on We produced an outreach pack for partner charities was designed to share with their clients, containing leaflets and a DVD with short films about Digital UK and the Help Scheme. These had subtitle and BSL options. TV We subtitled all TV adverts on commercial stations and these were available to both analogue viewers through Ceefax and to digital viewers. All spoken dialogue was subtitled as well as any audio effects that were relevant to the 'plot' of the commercial. Each specific character or voice was assigned an individual colour on a black background to help aid comprehension. We had audio description on our trails played out by the BBC, where our creative would allow for it. Website The website adheres to the Web Content Accessibility Guidelines 2.0 (W3C) to level A for most areas. This includes offering: Text resizing (the 3 A s in the header) A screen reader (Browsealoud, accessed via the footer)

3 A high contrast version of the site which used different colour combinations to help people with visual problems (accessed via the header C ) The site was compatible with various browsers Images had ALT text which means a written description can be read by screen readers. Flash text included HTML equivalents which meant it could be read by screen readers. We offered transcripts of our videos The Switchover Help Scheme: Content: Wherever possible, we used short sentences with no subsidiary clauses. We used short, everyday words. We only use a big word if there was no alternative. We broke long lists and complex information down into bullet points. We gave our writing pace and rhythm. Using two sentence paragraphs with one long and one short sentence is an easy way to achieve this. We avoided using line lengths greater than 70 characters. We used the Plain English Campaign s guide to writing plain English at And their A-Z of alternative words at The marketing team were Mencap and Easyread trained. When writing telephone numbers we used couplets i.e not Colour: We ensured there was a high percentage of white space to avoid overcrowding information. When reversing type white out of the Help Scheme brand colour purple, we always ensured font sizes were large enough to be easily legible. Typeface/lines: All our type size adhered to RNIB accessibility guidelines and their minimum recommendation of 14pt. This included logos and text in images. We never used light weight versions of fonts We avoided using italics. We avoided long sentences in capital letters. We avoided underlining. We avoided setting text over an image or texture. We tried always to left align text. We ensured all text was set horizontally. Formats and paper stock:

4 We did not use glossy paper stock as light would reflect off the surface and make the print difficult to read. We chose uncoated stocks of 250gms to ensure there was minimal translucency. Textured paper will also make information easier to handle for those with dexterity issues. Mailings and outreach materials We worked with expert organisations such as RNIB, Mencap and the COI to produce Help Scheme materials in a range of formats. o Audio o BSL o Braille o Easy read o Large print o Story book o 21 languages Mailings to eligible people who we knew to be blind or partially sighted included audio recordings of the packs. For more information on communicating with blind and partially sighted people, see Telephone, fax, text phone icons etc, were removed from the letters as the electronic readers that the blind and partially sighted used could not read them Reply slips were moved to the bottom of the page rather than the side again to aid blind and partially sighted people using electronic readers TV We subtitled all TV adverts on commercial stations and these were available to both analogue viewers through Ceefax and to digital viewers. All spoken dialogue was subtitled as well as any audio effects that were relevant to the 'plot' of the commercial. Each specific character or voice was assigned an individual colour on a black background to help aid comprehension. All BBC trails were captioned (there was no subtitling service on the BBC). A British Sign Language version played out on the BBC's Sign Zone. Website This was built in accordance to Web Content Accessibility Guidelines 2.0 (W3C). This included: All images, form image buttons, and image map hot spots had appropriate, equivalent alternative text. Images that did not convey content, were decorative, or contained content that is already conveyed in text were given null alt text (alt="") or implemented as CSS backgrounds. All linked images were descriptive alternative text.

5 Colour was not used as the sole method of conveying content or distinguishing visual elements. The page was readable and functional when the text size was doubled. Blocks of text over one sentence in length: o Were no more than 80 characters wide. o Were NOT fully justified (aligned to both the left and the right margins). o Had adequate line spacing (at least 1/2 the height of the text) and paragraph spacing (1.5 times line spacing). o Had a specified foreground and background color. These could be applied to specific elements or to the page as a whole using CSS (and thus inherited by all other elements). o Did NOT require horizontal scrolling when the text size is doubled. Ensured that information and structure could be separated from presentation In addition, we provided a BSL, welsh, text only and high contrast versions of the site. Methods of contact Eligible people could get in touch with the Help Scheme through a range of channels including: o Textphone users can call us free on o Visit helpscheme.co.uk o us at info@helpscheme.co.uk o Write to us at Freepost, Switchover Help Scheme o Text a message to o Fax us on Staff were trained to deal with vulnerable customers, to take their time and talk in a speed appropriate to the person they were talking to. Translation services were available over the telephone so applications could be progressed by telephone.

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