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Our Impact

Baileys Delicious Descriptions

We whole-heartedly believe in Treating For All. But not everyone can get the full benefit of the visual feasts served up in media. That's why we conjured up Delicious Descriptions - to make the magic.. more accessible to everyone through image and audio descriptions.

Delicious Descriptions

Social media isn't always the most inclusive place for blind and partially sighted people. Accessibility features like alt text and image descriptions can help, but they are underused and often miss the full sensory experience of the content. So we've introduced Delicious Descriptions - audio illustrations as delectable as the images themselves. Because everyone deserves to enjoy our mouth-watering visuals.

Putting the Community First

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To perfect our Delicious Descriptions, Baileys teamed up with the RNIB and got input from the people who really matter: the partially sighted and blind communities themselves. The RNIB provided expert advice and tested descriptions with users. Using their feedback, we developed an approach that ensures each description is as engaging as it's useful.

 

This guide helps make sure every image description is not only fun but also supports others in creating their own Delicious Descriptions.

Make your content accessible too with our easy guides

To make your posts more accessible, all you have to do is write [Image Description] OR [Video Descriptions] in the post copy to describe the mouth-watering event in question. We have used delicious Baileys content as an example, but these rules work in any situation.

  • Baileys Original Irish Cream with a cocktail and mixer.

    STEP 1: WHAT IS IT?

    Is it a Donut? A Milkshake?

    Mention the hero part of the image first. Give an idea of what we're supposed to be looking at before going into any details so people can understand what the image is about.

    STEP 2: WHERE IS IT?

    Where is your tasty treat? A light-filled kitchen? A cosy picnic in the park?

    It doesn't need to be too detailed, but telling people where the treat is will make the rest of the description easier to follow.

    STEP 3: WHAT ARE THE DETAILS?

    Mouth-watering textures, indulgent consistencies, bright colours…this is where things get yummy! We all love tasty things, so this should be the largest part of the description.

    Here's one we prepared earlier.

    Here’s how we would describe the video above:

    [Image Description] On a white kitchen counter, there is a silver cocktail shaker, jigger and Baileys bottle that just cooked up a treat - a gorgeous chocolate espresso martini. This is a golden-brown colour and for the final touch, someone is adding a dollop of frothy whipped cream.

  • A piece of toast with an overlayed play button.

    STEP 1: WHAT’S GOING ON?

    What is the tasty treat and how is it being prepared? Does the video start with a Baileys pour? Is someone in a kitchen whipping ingredients or preparing a baking tray?

    STEP 2: GET IN CHARACTHER

    Call out the main character or focus of the film. Is it spiced apple doughnuts, an iced coffee, a chocolate cake?

    STEP 3: MEMORABLE DETAILS

    What are the key details that add colour and interest to the video. Is there a cookie that has pink sauce oozing out the middle? Is a heart-shaped mould being used? Is the cream coffee top dripping down the glass? Give us all the juicy details!

    Here’s one we prepared earlier.

    Here’s how we would describe the video above:

    [Video Description] Someone is frying a crispy slice of French toast to a golden colour. They then whip smooth Baileys and cream together, making a thick, tasty cream. The cream is dolloped on the toast and topped with a plump red strawberry. Icing sugar is sprinkled for extra sweetness and now it’s time to dig in!

Eurovision Audio Descriptions

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To add an extra razzle-dazzle to the 2024 Eurovision Song Contest, Baileys teamed up with See Ability, a UK disability charity, to create a custom Spotify playlist featuring 30-second snackable clips. These clips gave sensory summaries of each performance for blind and partially-sighted fans before the Eurovision finals.

 

At Baileys, we believe everyone deserves a spot at the treat table, regardless of age, sexuality, ethnicity, ability, or gender.

 

With Baileys x Eurovision 2024 Song Contest Audio Descriptions, we shared the excitement and splendour of Eurovision with visually impaired fans, making our content more accessible and engaging - for all.

A handy guide to creating your own audio descriptions

You can create your own delicious audio descriptions to make your content more accessible for blind and partially sighted people. Here are a few tips to get you started. We’ve used the visual spectacle of the Eurovision Song Contest as an example, but these principles are universal.

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Audio Descriptions

 

STEP 1: SAY WHO YOU SEE.

It helps to be able to imagine the performers on stage, so it’s great to talk about who they are and what they’re wearing as soon as you see them. And - let’s be honest - this could be anything when it comes to Eurovision!

 

STEP 2: SET THE SCENE.

What does the stage look like? Where are the performers positioned? How many are there? What’s the lighting like? Is there a giant fluorescent cat on stage? Think about the details you’d want to know if you were only listening to the song.

 

STEP 3: SHARE THE MOOD.

Is there a line that sums up the mood of the performance? Are people looking excited? Serious? Overwhelmed with emotion? It can be brief, but mentioning the overall mood can really make a difference.

 

Fancy a listen? Find our full Eurovision Spotify playlist here.

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