TD Bank’s Innovative OOH Campaign for Accessibility

Introduction to TD’s OOH Activation

TD Bank has taken a bold step in the realm of out-of-home (OOH) advertising with a groundbreaking campaign designed to promote its Accessibility Adapter. This tool is essential for individuals with conditions like dyslexia, low vision, and epilepsy, enabling them to customize their online experience for greater accessibility.

The “Visible Billboard” Concept

The centerpiece of this campaign is TD’s “Visible Billboard,” a massive outdoor advertisement featuring the message, “If you can see this, it’s because we see you.” Remarkably, this message is only visible to individuals with color blindness. Designed by colorblind artist Paul Scott Canavan, this billboard serves as a powerful visual metaphor, inviting viewers to step into the shoes of those with visual impairments.

A Unique Perspective on Visibility

This innovative approach not only raises awareness about accessibility but also encourages empathy. As Tyrrell Schmidt, Chief Marketing Officer at TD Bank Group, articulated, the choice of OOH was deliberate: “We wanted something impactful.” The brand recognized the potential reach of digital and social media, yet felt that a physical presence was essential for conveying such a critical message. This billboard is located in Toronto’s Distillery District and will remain on display until October 6, supported by a robust digital campaign across platforms like Facebook, Instagram, and TikTok.

Bridging the Accessibility Gap

TD Bank’s campaign responds to alarming statistics from the non-profit organization WebAIM, which found that only 3% of the Internet is accessible to users with disabilities. Additionally, individuals with vision impairments are three times less likely to engage with online content due to these barriers. By focusing on this often-overlooked segment of the community, TD aims to highlight the importance of accessibility and encourage others to follow suit.

The Role of OOH Advertising in Promoting Social Good

Outdoor advertising, particularly through billboards, is a powerful medium for social messaging. TD’s activation not only targets individuals with color blindness but also captures the attention of the general public, sparking conversations around accessibility and inclusivity. This strategic approach exemplifies how Outdoor advertising companies can utilize DOOH (Digital Out-of-Home) to amplify important social messages.

Supporting Marketing Initiatives

This campaign is part of TD's broader commitment to accessibility, complementing recent marketing efforts such as a TV and social campaign for TD Direct Investing. This platform is designed to make stock investing more accessible to all consumers, emphasizing TD’s dedication to inclusivity in all its services.

Collaboration and Creativity

The success of this campaign was made possible through collaboration with various partners: Unison handled media buying, Diamond Marketing Group managed influencer outreach, and Ogilvy led the strategic and creative development. This collective effort highlights the importance of teamwork in crafting impactful advertising.

Conclusion: A New Standard for OOH Advertising

TD Bank's “Visible Billboard” sets a new benchmark for out-of-home advertising by merging creativity with social responsibility. This campaign not only showcases the brand’s commitment to accessibility but also serves as an inspiration for other advertising companies near me to leverage their platforms for good. As we continue to strive for a more inclusive society, TD's innovative approach reminds us of the transformative power of billboards and DOOH in shaping perceptions and driving change.