Accessible Media Inc. Launches Audio Campaign

May 18, 2012 – As part of an innovative television campaign, Accessible Media Inc. (AMI) has released a new TV campaign to help promote its descriptive audio service, AMI-audio.  

The thirty second TV spot features a blind man walking into a variety store. He sets up the story of an attempted robbery and then clicks on a television set to reveal the AMI audio channel where the announcer completes the news story.

“This is an essential service for our customers, Canadians who are blind or partially sighted,“ explains Peter Burke, AMI Vice-President of Marketing and Communications.  “And what makes our service particularly unique is that rather than providing quick hits and nuggets of information, our group of volunteers read current news and feature articles from major Canadian newspapers and magazines, in their entirety, for the benefit of Canadians who cannot independently access news information.”

The AMI-audio 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.

May 16, 2012 – 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.