Guide Dogs — Get In On The Story

The idea

Social media is for everyone. But a lot of the content we share isn’t accessible to people who are blind or have low vision. A meme without a description or a news story told entirely through images can leave someone out of the conversation.

The starting point was Get In On The Joke: recreating viral content in an accessible way, so more people could share in the moment everyone was talking about.

From the joke to the story

That idea grew into Get In On The Story, broadening the content to include news alongside viral social moments.

The campaign brought accessibility into the feed itself. People could engage with the stories, jokes and conversations that were already circulating, presented in a way that more of the audience could access.

Helping others make accessible content

Alongside the campaign idea, I worked on social media guidelines to help creators and brands make their own content more accessible.

The guidance covered practical changes, including written descriptions for images and videos, readable fonts, high-contrast text and accessible hashtags. It gave people something they could use while making their next post.

View Guide Dogs’ social media accessibility guidelines

Campaign results

• 2.9 million video views

• 8,800 website visits