A SCENE from Klil’s new commercial.
(photo credit: Courtesy)
For the first time, there will be a television commercial specifically designed for the blind population, produced by Klil Industries.
“We decided to be the first in the world to produce an accessible commercial for the blind public,” Klil chairman Tzuri Daboosh said, “and about 10% of the company’s advertising budget is earmarked for this purpose.”
The TV commercial was produced and directed by the Central Library for the Blind, Visually Impaired and Handicapped, and was produced using a special technique that describes all of the ad’s visuals.
The blind population numbers about 24,000 in Israel, and there are tens of thousands more visually impaired.
Already in Klil’s new Bauhaus windows campaign, about 10% of the advertising budget, some NIS 800,000, was allocated for special advertising broadcasts.
Daboosh says he hopes the company’s move will encourage other companies to produce TV commercials for the blind and allow them to listen to a voice channel that describes the visuals.
Central Library for the Blind CEO Amos Be’er said the ad was a welcome precedent. So far, hundreds of plays and 180 Israeli films have been made accessible for blind audiences, but this is the first time that the blind public in Israel will be able to experience commercials on TV.
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