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Action Audio
- EntertainmentAudio
- ExperientialUse of Technology
- Digital DesignInclusive
- Digital DesignUse of Data
Action Audio is an innovative accessibility audio service for sports broadcasts. It allows people with blindness and low vision to experience the sports they love in real time alongside their sighted friends and family. After receiving global acclaim from the blind sports community since its pilot at the 2021 Australian Open finals, the service was launched in 2022 to cover all 58 centre court matches with an additional Google voice assistant feature to further improve accessibility.
Lead
- AKQA Melbourne
Client
- Tennis Australia
Country
- Australia
- United Kingdom
Advertising Agency
- AKQA Melbourne
Associate Director
- Candice Ong
Data Scientist
- Jaehyun Shin
Innovation Director
- Adam Grant
- Gerard Mason
- Tim Devine
- Veronica Tran
Lead Designer
- Melanie Huang
Production Company
- AKQA Melbourne
Software Engineer
- Cagatay Goncu
Head of Innovation
- Machar Reid
- EntertainmentAudio
- ExperientialUse of Technology
- Digital DesignInclusive
- Digital DesignUse of Data
Comment from D&AD Community
"Action Audio goes beyond advertising. It's a brilliant solution that opens up a previously inaccessible world to millions who are visually impaired. They're not only able to see through sound but truly immerse themselves in a sporting event that brings them so much joy. And to now be able to share that experience with countless others creates inclusivity. It may have been utilised for entertainment, but the potential transcends it."
Angie Tijam-Tohid, Executive Creative Director, Havas Media Ortega