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How to Get Buy-In for Accessibility at Your Organization
The document outlines strategies for gaining organizational support for digital accessibility, emphasizing the importance of understanding legal requirements and the benefits of accessibility for a diverse user base. It provides insights into barriers faced, such as resource constraints, and suggests methods for securing executive buy-in and allocating budgets effectively. The document also highlights the necessity of fostering a culture of accessibility through education and maintaining long-term commitment.
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How to Get Buy-In for Accessibility at Your Organization
- 1. How to GetBuy-In for Accessibility at Your Organization ✋ Type questions in the Q&A window during the presentation ⏺⏺This webinar is being recorded & will be available for replay 💬 To view live captions, please click the CC icon 📱 www.3playmedia.com l @3playmedia l #a11y Beth Crutchfield VP Strategic Consulting Services Level Access Josh Miller Co-CEO 3Play Media
- 2. On today’s agenda... Research-backedreasons to invest in accessibility 🔬 Getting organization-wide support for digital accessibility 🏢 Organizing for success 👍 Incorporating accessibility into the budget 💰 General approaches for governance ☝️
- 3. Research-backed reasons to investin accessibility
- 4.
- 5. COST is the topbarrier to creating accessible content for the following industries: education and government RESOURCE TIME is the top barrier to creating accessible content for the following industries: entertainment, media, web content, and faith
- 6. The Accessibility Picture 360 million People aredeaf or hard of hearing around the world 245 million People have some kind of vision loss around the world 190 million People have some kind of motor disability
- 7. 71% of peoplewith disabilities leave a website immediately if it’s not accessible.
- 8. $1,000,000,000,000 in annualdisposable income.
- 9. The Video Picture More video Isuploaded to the web in 1 month than TV has created in 3 decades 84% Of the world’s internet traffic will be video by 2020 78% Of people are watching videos online every week
- 10. 47% of videosare incomprehensible without sound or captions.
- 11. 50% of peopleagree captions are important & usually watch videos with sound off on mobile & desktop.
- 12. You’ll get more websitetraffic 80% Say they’re more likely to watch an entire video with captions according to Verizon. 135% Greater organic traffic for videos with captions according to Facebook 85% Of Facebook videos are watched with the sound off
- 13. Captions improve brandrecall, verbal memory, and behavioral intent.
- 14. Video accessibility alsobenefits students 98.6% Of students find captions helpful 65% Of students use captions to help them focus 75% Of students that use captions said they use them as a learning aid
- 15. Students who usedcaptions increased test scores by 3%.
- 16. The Legal Requirements Rehabilitation Actof 1973 Section 504 & Section 508 Americans with Disabilities Act Title II & Title III 21st Century Communications & Video Accessibility Act
- 17. 2,285 web accessibilitylawsuits were filed in 2018.
- 18. Accessibility lawsuits toknow NAD v. Harvard & MIT NAD argued that educational online videos should be constituted as a public accomodation. NAD v. Netflix NAD argued that Netflix’s lack of closed captioning for streaming videos was a violation of the ADA.
- 19.
- 20. Getting started Those whohave been asked to head up their organization’s digital accessibility initiatives commonly face many different internal obstacles, such as: • Struggling to get proper executive support • Getting push back from different teams or difficulty engaging them • Inability to drive the necessary changes • Confusion over how a program should be designed to ensure success • Difficulty in finding realistic goals for the program • Stubbornness or opposition from roles/teams which need process changes How do you even get started, where do you begin?
- 21. Analyze the current state Keyquestions to ask yourself to help assess the current state and go-forward plan: • Am I sufficiently educated on the topic of Accessibility? • What tools does the organization need to be successful? • Should we engage the services of a third party? • Do we have a budget? • Do we have the necessary resources to support this effort? • Have we looked into Accessibility before? Do we have previous experience?
- 22. Charting your course Werecommend first covering some key areas: • Understanding the legal and risk landscape • Locating the people and resources available to you internally (i.e., staff that can support) • Determining if there are any allocated funds or if the initiative will be additive to overall existing costs • Understanding what tools, training and consulting services exist in the marketplace to support your organization’s needs
- 23. Once you understandyour organization’s current state, the focus should then be on securing internal buy-in and support
- 24. It’s a digitalaccessibility journey Short-Term Goal “We need to be compliant now” Long-Term Plan “Make our organization compliant long-term” Awareness “We face legal, brand, and market risk” “We want the best UX for all our users” Resolve “How bad is my problem and how do I fix it?” Maintain “I want to continue to ensure the best UX” “I want to sustain compliance and minimize risk” Prevention “I will establish governance over all assets” “We are Accessibility Champions”
- 25. Accessibility matters forcustomer experience Nearly 27% of American adults have a disability that inhibits their daily function • The definition of “disability” is broader than most people think • Accessible websites are easier to use for people who are sub- literate, English language learners, or have ADHD • Baby boomers are currently between 52-70 years old, and will need accessible technology as some begin to lose vision, hearing, or mobility as they age
- 26. A Graying Globe •The number of people worldwide aged 80 and over will quadruple to 400 million • For the first time in history, there will be more people over the age of 65 than under the age of 14
- 27. 42% of adults ages65 and older owning smartphones is up from just 18% in 2013.” 67% of seniors use the internet – a 55- percentage-point increase in just under two decades.” 45% of seniors under the age of 75 say they … use social networking sites, compared with 20% of those ages 75 and older.” People are getting older… and actively use technology!
- 28. Securing executive supportand buy-in • You can’t do it alone: the success of any program lies in how well the initiative is supported at the highest levels of an organization • Some of the most successful programs have been driven as grassroots efforts by just one (or a few) passionate people • Legal actions often drive awareness but in the wrong way; proactiveness is key • Building empathy is a key first step in garnering the support you’ll need to be successful
- 29. Approaches to gainsupport • Observation of User Testing w/Assistive Technology users (we recommend in-person) • Videos of AT users navigating experiences • Hands-on/practical application exercises • For data-driven executives, share statistics and data on: • population impacted, • litigation risks, • settlements, • brand impact studies, etc.
- 30. Support will notalways be easy • Setting realistic goals is important when engaging senior leaders for their support • Not everyone will be supportive • Not everyone will participate • You will experience push back • Patience and persistence are key in securing the necessary buy in and support – ‘stick’ versus ‘hammer’ is always preferred • When all else fails, call Legal, Compliance, or Risk partners for added help!
- 31.
- 32. Keys to asuccessful start • After educating yourself on tools and vendors in the accessibility marketplace, be prepared to make recommendations to leadership as you organize your program; best to have experts help • A good third party vendor will offer a suite of tools and services to meet your organization’s growing needs ✔ Auditing, Testing and Remediation Tools and Expert Consulting ✔ Training ✔ Experts to guide you on program builds, lawsuit management, risk avoidance strategies ✔ Industry Expertise
- 33. Goal setting • Keepin mind that Accessibility is a journey so setting goals with executives that are realistic given time, budget and resources is key • Build a strategic roadmap and timeline that seems reasonable give these factors
- 34. Program organization • Solicitand secure an appropriate senior stakeholder to be the Digital Accessibility Champion • Establish organizational goals for your initiative • Develop a desired organizational governance model (can be a proposal at this stage) • Map out your organization as best you can and identify all of the core stakeholder groups that are impacted • Organize a kick-off meeting to ensure full alignment to a common set of goals
- 35. Program organization (cont.) •Build a Program Strategy and Roadmap in conjunction with the stakeholders and senior executives • Build budget and staffing needs collaboratively with this group • Rollout organization-wide communications about commitment to accessibility, program goals, governance model, etc. • Get to work!!
- 36.
- 37. Budgeting for accessibility Applyfor grants Check the Federal Register; The Educational Technology, Media, and Materials for Individuals with Disabilities Program; Distance Education Captioning and Transcription Find funds through other budgets Create an accessibility grant at your institution Prioritize videos
- 38. Make the most ofyour budget Quality matters Find a solution that is scalable and cost-effective Plan ahead You can save a lot of money by planning for the future. Use a hybrid approach Caption shorter videos in- house.
- 39. Start a pilot project Pilotprojects are a great way to see how accessibility can fit in your organization. 1. Set a small captioning budget 2. Determine a beginning & end for the project 3. Define how you will measure the impact of captioning. 4. Determine which videos you will caption.
- 40.
- 41. Example accessibility programs •Central Accessibility Program Office (APO) with manager, and technical staff to support Lines of Business (LOB) • Central tools, training, help desk / customer support, etc. • APO manages external relations, reports • LOBs meet accessibility requirements in design, development, QA (leverage support of APO as needed through SDLC) • Central APO monitors LOB properties and centrally reports to Steering Committee (or other governing org) APO LOB LOB LOBLOB LOB
- 42. Example accessibility programs(cont.) • Smaller APO with manager • Committee made up of accessibility leads from LOBs • APO provides some training, guidance, docs • More autonomous LOBs to provide their own support for their units • LOBs meet accessibility requirements in design, development, QA • LOBs manage own external relations, keep records APO LOB LOB LOBLOB LOB
- 43. Pros and Consof APO Models PROS CONS Centralized APO • Central governance/control • Consistent application of standards • Central budget and reporting • Capacity is hard to forecast • Siloed knowledge pockets may exist Decentralized APO • Accessibility Champions/ Experts exist across the organization • Inconsistent application of standards
- 44. Company A: CentralAPO Model ○ 50,000 staff ○ 10 people on central team ○ Multiple lines of business (>5) Company B: Hybrid APO Model ○ 200,000+ employees ○ Some global standards exist ○ Overall accessibility vision driven by executives Organizational details
- 45. Long term success 1. Builda wide array of Accessibility Champions that are knowledgeable and passionate about accessibility (can be formal and informal) 2. Ensure you have executive support and buy-in as people move in or out of the organization; Digital Accessibility Champions are key! 3. Ensure a training plan is built both for new hires; Ensure refresher training is in place as well
- 46. Why you shouldcare : our internal “support kit” A selection of helpful resources that can be used to inspire individuals across your org Introductory Content ○ Accessibility 101 ○ Equal Access as a Civil Right ○ Presentation: How Accessibility Improves The User Experience ○ The Business Case for Digital Accessibility ○ Accessibility Laws and Standards ○ Infographic: North American Accessibility Laws and Digital Content Standards Additional specialized content ○ Five Reasons Why Your B2B Organization Should Care About Digital Accessibility ○ Lean A11y: Building Accessibility Into Your Agile Lifecycle ○ The Power Of Accessibility: Expanding Your Market Reach With Inclusive Design ○ Level Access Blog to Monitor Lawsuit Trends ○ Why Marketers Need to Plan for Digital Accessibility Industry-Specific Resources ○ Retail ₋ Online Retailers – Here Are 10 Things People With Disabilities Want You to Know ₋ Tap Into More Business: Accessible Mobile Apps For Retail & Restaurants ○ Federal Government ○ State & Local Government ○ Financial ○ Education ○ Software ○ Hardware ○ Travel & Hospitality levelaccess.com | (800) 899-9659 | [email protected]
- 47. Questions? Comments? ✋ Type questionsin the Q&A window ⏺⏺This webinar will be available for replay Beth Crutchfield VP Strategic Consulting Services Level Access Josh Miller Co-CEO 3Play Media
Editor's Notes
- #3 Research-backed reasons to invest in accessibility 🔬 (JOSH) Getting organization-wide support for digital accessibility 🏢 (BETH) Organizing for success 👍(BETH) Incorporating accessibility into the budget 💰(JOSH) General approaches for governance ☝️(BETH)
- #4 JOSH
- #5 What is accessibility? In order for something to be accessible, it must offer an equivalent experience to everyone including those with a disability. This can refer to physical locations, but in the context of online accessibility it refers to a disabled user’s access to electronic information. The content and design must provide the most convenient and all-encompassing experience possible to prevent any level of exclusion. A11Y is another term for accessibility, and depicts that there are 11 letters between the “a” and the “y” in accessibility.
- #6 In our 2019 State of Captioning report, we uncovered that the two top barriers to creating accessible content are cost and resource time. So, how do you show the value of accessibility and convince decision makers at your organization that it’s worth the investment?
- #7 First, we have to look at how many people we alienate when we don’t make our content accessible. In all the world, there are more than one billion people who have a disability. Disabilities can be permanent, temporary, or situational. Much of the internet isn’t accessible to people with disabilities. In particular people who have hearing, vision, or motor disabilities. Across the globe there are 360 million people who are deaf or hard of hearing. This means that if you have video or audio content on your website, they aren’t able to interact with it. There are 245 million people who have some kind of vision loss disability. This is where having alt text, audio description, and screen reader accessibility are essential. Finally, there are an estimate 190 million people who have some kind of motor disability. That is a large portion of the population that can’t access websites that aren’t keyboard accessible.
- #8 Much of the world is moving online. We can now shop online, watch a plethora of entertainment content, even get married online. Unfortunately, much of this content isn’t accessible, so what ends up happening is that when someone with a disability runs into a website that is inaccessible, they leave because they can’t access it. That is a massive portion of the population that is left out - which is bad for business too.
- #9 In fact, according to the ROD Group $1 trillion in annual disposable income from people with disabilities is missed when we don’t make content accessible.
- #10 Now if you are on the internet, you are probably producing some amount of video content. STAT: More video uploaded to web in 1 month than TV created in 3 decades Video is not going anywhere. In fact, it’s growing exponentially. STATS ---So the amount of video being produced and published is pretty astronomical at this point. And we have to make sure that we're complying with all of the laws and making video accessible to people with disabilities like being deaf or hard of hearing, or blind or low-vision.
- #11 Captions are important in order to make your video comprehensible without sound. 41% of videos are incomprehensible without sound or captions, which means that if someone doesn’t have headphones, they won’t watch your video. Now, you may be wondering, are people even watching videos with the sound off?
- #12 A study by Verizon uncovered that 50% of people agree captions are important and usually watch videos with sound off on mobile and desktop.
- #13 Facebook uncovered that 85% of facebook videos are watched with the sound off. So if your video relies heavily on sound, a lot of people are probably scrolling past them. Video accessibility has tremendous benefits for improving SEO, the user experience, your reach, and your brand. According to Facebook, videos with captions have 135% greater organic search traffic.
- #14 A research study from the Journal of the Academy of Marketing Science found captions improve brand recall, verbal memory, and behavioral intent.
- #15 A study by OSU uncovered why and how students use captions for learning…
- #16 USFSP is running a study looking into how captions and interactive transcripts impact student success in a classroom. They’ve uncovered that students who used captions actually increased test scores by 3% and by 8% when using the interactive transcript. A full report is coming soon teaser.
- #17 Then there is also the legal requirements for accessibility. In the US there are 3 important laws related to accessibility. Rehabilitation Act of 1973 - 1st major a11y law in US Has two sections which impact video accessibility. Section 504 is a broad antidiscrimination law that requires equal access for individuals with disabilities, which applies to federal & federally funded programs. Section 508 requires federal communications and Information technology to be made accessible. Applies to federal programs, but often applied to federally funded programs Section 508 Refresh references web content accessibility guidelines WCAG 2.0. So closed captioning and audio description requirements are written directly into Section 508 EXAMPLE 504: NAD v Harvard/MIT Americans with Disabilities Act - 2nd major a11y law in US Two sections impact video accessibility. Title II applies to public entities. Title III applies to places of public accommodation, including private organizations that provide a public accommodation The context of a place of public accommodation has been tried in many lawsuits in regards to how it impacts internet-only businesses, and in several cases including Netflix it has been extended to the internet EXAMPLE: NAD v Netflix The third major accessibility law in the US is the 21st Century Communications & Video Accessibility Act, or CVAA This applies specifically to online video that previously appeared on television. Any online video that was on television with captions has to be captioned when it goes online, including video clips & trailers. Phases in audio description requirements between 2010 and 2020.
- #18 From 2017 to 2018, web accessibility lawsuits increased by 181%. Lawsuits were filed across the country and against all industries. This massive uptake demonstrates the importance of making content accessible and the lack of online accessibility.
- #19 The National Association of the Deaf versus Harvard & MIT, they were sued for failing to caption or for having unintelligible captions on a lot of their online courses. First time accuracy has been considered in legal ramifications for closed captioning. (these were YT captions) This lawsuit represents a violation of Title III of the Americans with Disabilities Act and has extended the requirements to the internet. Outcome will have huge implications for higher education. Also section 504 of the rehabilitation act for failing to provide adequate cc for online video UC Berkeley, Penn State,and Miami University are all other examples of schools that have been sued or have entered into consent decrees in regard to inaccessible video. NAD v. Netflix was the first web accessibility lawsuit. Under Title III the court ruled that netflix is considered a place of public accommodation and therefore needed to make their content accessible
- #20 BETH
- #25 Easier to get buy-in if decision makers understand that its more of a process/journey
- #30 NOTE: Level Access blogs on these measures frequently, so encourage participants to please use this information. NOTE: Also mention we have a state of digital a11y report coming up next month
- #32 BETH
- #34 Well, Facebook uncovered that 85% of facebook videos are watched with the sound off. So if your video relies heavily on sound, a lot of people are probably scrolling past them. Video accessibility has tremendous benefits for improving SEO, the user experience, your reach, and your brand. According to Facebook, videos with captions have 135% greater organic search traffic.
- #37 JOSH
- #38 One issue that many organizations face is how to raise funds in order to make their content accessible. While some places are able to budget adequately for captioning and audio description, that’s not always the case for everyone. Some places may need to look for outside sources to help finance their accessibility efforts. Apply for grants: One way is to apply for a grant. The US Department of education provides several federally funded grants for schools. You can check the Federal Register for more information. Find funds in other budgets: You can also find funds through other budgets. Do you have left over funds from your human resources budget this year? Use it to create a captioning budget. Sometimes technology budgets can also apply for captioning and audio description. Create an accessibility grant: Another way to raise money for video accessibility is to create a grant at your institution. For example NC State includes a small fee in each student’s tuition to create a captioning budget. Prioritize important videos first: Lastly, you can prioritize your videos for captioning and description. Caption your most popular or most important videos first, then if you have extra funds, begin captioning the rest.
- #39 Quality matters: Don’t cut corners, think long term. Low cost solutions make sound appealing but you may end up spending more time and effort fixing pointless errors. Find a solution that guarantees and proves that they are high quality, can scale and are cost-effective. Plan ahead: if you know you will have a lot of content down the road, some vendors offer bulk discounts. If you can avoid quick turnaround, some vendors even offer discounts for extended turnaround times. Caption shorter videos in-house, longer videos outsource: Alternatively, you can caption shorter videos in-house and outsource to a professional captioning vendor longer, more important videos.
- #40 Another way to garner support is to start a pilot project! Sometimes giving accessibility a trial can help you get long-term buy-in for accessibility initiatives like captioning and description. Suggest setting up a pilot project with a defined beginning and a defined end. The goal of the pilot project is to measure the impact of captioning and description on your organization’s videos. Make sure to monitor how people respond to your videos both online and at your company. Furthermore, look at their performance. Did you see an increase in views? Are your videos easier to find? Once your pilot period is over, you’ll be able to present a stronger case to get buy-in for captioning.
- #41 BETH
- #42 Define APO at start
- #43 Define APO at start
- #45 Define APO at start
- #46 Now if you are on the internet, you are probably producing some amount of video content. STAT: More video uploaded to web in 1 month than TV created in 3 decades Video is not going anywhere. In fact, it’s growing exponentially. STATS ---So the amount of video being produced and published is pretty astronomical at this point. And we have to make sure that we're complying with all of the laws and making video accessible to people with disabilities like being deaf or hard of hearing, or blind or low-vision.
- #47 Define APO at start