Digital Inclusion for All

We are committed to making the digital experiences we create more accessible to people with varying abilities.

The Carrot

  • Opportunity to better communicate with the disability community, which includes 60MM+ people, nearly 20% of the US population
  • Accessibility helps a spectrum of issues, from deafness and blindness to poor vision and color blindness
  • Many disabilities are permanent, but we also need to consider temporary and situational ones

The Stick

  • The Americans with Disabilities Act (ADA) of 1990 is a civil rights law that prohibits discrimination based on disability
  • ADA predates the modern internet
  • Title III of ADA is now being interpreted to include websites and apps as “places of public accommodation”
  • Increasing numbers of US companies are being targeted with litigation if their websites don’t meet accessibility standards
  • Litigation can result in damages, legal fees, and invariably the remediation of accessibility issues

Levels of Reward & Risk
 

Consumers
Consumer sites target the US population and carry the highest reward for accessibility and the highest risk for lack of compliance.

Healthcare Professionals
HCP sites target a significantly smaller population that is largely able bodied, but at ~1.25MM, there is still a significant level of reward and risk.

Private
Experiences for private groups, where accommodations could be made, such as sales training are low risk.

Emerging Legal Standard

  • Web Content Accessibility Guidelines (WCAG) provide specifications to optimize for accessibility to all users of the web across all devices
  • WCAG 2.0 was published in 2008; and a minor update, WCAG 2.1, was published in 2018 and includes new criteria targeting mobile devices
  • There are three levels of adherence (A, AA, AAA) which are increasingly strict
  • No current legal prescription exists for web accessibility in the US, but WCAG 2.0 AA is frequently referenced by courts
  • We recommend that anyone interested in ADA compliance pursue WCAG 2.1 AA, which contains 50 success criteria

WCAG Success Criteria
 

Content
Provide an alternate means of describing images, video, and audio, and allow easy navigation of attachments like PDFs.

Design
Ensure best practices around usability and affordability, and include specific criteria for color contrast and text size.

Development
Ensure the site can be navigated by alternate means (no mouse), has a fluid container, and has proper markup.

Let’s Lead the Way Together

  • Everyone who has a role in a website or app (client, agency, production partner, etc) needs to be focused on accessibility to make a difference.
  • The FCB Health Network has mandated that all of our agencies bake accessibility into their approaches to digital deliverables.
  • We can test and remediate apps and websites against WCAG 2.1 AA and AAA standards. 
  • We strongly recommend that all consumer sites and recommend all HCP sites adhere to WCAG 2.1 AA standards

To learn more about ADA compliance and digital inclusion for all, contact us at ada@fcb.com