Purpose Awards EMEA 2020: Collaboration - Best Advocacy Campaign

Winner: Turn on the Subtitles by Henry Warren and Oli Barrett

Purpose Awards EMEA 2020: Collaboration - Best Advocacy Campaign

Winner: Turn on the Subtitles by Henry Warren and Oli Barrett in conjunction with The National Literacy Trust

This campaign was built on research that having subtitles on children’s TV programmes can double literacy rates.

'Turn on the Subtitles' wanted subtitles switched on by default on all content targeted at children - particularly those aged six to 10 - across platforms such as Netflix, YouTube, BBC iPlayer, Sky.

A third party was used to help create a short video about Turn On The Subtitles to encourage broadcasters and content providers to get involved. 

Henry Warren and Oli Barrett used their business connections to speak to the right people in the broadcast industry.

Results have been significant. A verbal commitment has been given from YouTube Kids to start moving to subtitles by default - this will impact 22m children. Content providers such as Moonbug (Little Baby Bum) and Wildbrain (Teletubbies, Inspector Gadget) have committed to adding subtitles to their films.

Supporting organisations include BAFTA (British Academy of Film and Television Arts) and NDCS (National Deaf Children's Society). The campaign is working with OFCOM to work guidelines for subtitles into its approach with broadcasters.

To top it off, India has mandated that content must have subtitles burnt into programmes across its channels - impacting around 300m children and making it the world's largest literacy project.

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