Ads launch Captioning Awareness week

A public service announcement for Canada Caption has been created by DDB Needham of Toronto to air in major markets starting May 18 for two weeks before and during Captioning Awareness Week, May 30 to June 5.The 30-second spot mixes random,...

A public service announcement for Canada Caption has been created by DDB Needham of Toronto to air in major markets starting May 18 for two weeks before and during Captioning Awareness Week, May 30 to June 5.

The 30-second spot mixes random, abstract visual images and upbeat music with a voiceover that points out that since this announcement is not closed-captioned, Canada’s 2.5 million hearing-impaired residents must be wondering ‘What the heck is going on?’

Captions then appear in sync with the voice to illustrate that many would miss a lot if it were not for closed-captioned programming.

Creative credits go to Kurt Hagan, ddb senior vice-president and creative director, as copy writer; Darcy Maloney, senior art director, and Lana Sullivan, broadcast producer.

Canada Caption is a federally incorporated, charitable organization, which provides access to captioned tv programs.