Access for all: inclusive communications Reaching more people in sport and physical activity through inclusive and accessible communications

14point Bold In this guide: The English Federation 1 of Disability Sport (EFDS)

1 The English Federation of 4 Using design to improve The English Federation of Disability Sport Disability Sports Organisations (NDSOs) Disability Sport (EFDS) 3 accessibility 21 (EFDS) was established in September 1998 mean we have access to a wealth of 4.1 Use of fonts and text layout 22 as the strategic lead and umbrella body expertise on disabled people with 2 Why is inclusive communication 4.2 Images and diagrams 24 dedicated to disabled people in sport and specific impairments. physical activity throughout England. Our important? 4 4.3 E-newsletters 25 Central to EFDS’s work with a wide range vision is that disabled people are active for 4.4 Use of colour/colour contrast 26 of partners is communication. The way 2.1 Who are disabled people? 6 life. EFDS is a national charity and supports 4.5 Layout 27 organisations talk, words used, tone of 2.2 The social and medical models a wide range of organisations to deliver 4.6 Emails 28 voice or even body language can affect of disability 6 more inclusive programmes. 2.3 Understanding the law and 4.7 Social media 29 anyone’s opinion of the sport or fitness what’s required 8 4.8 Videos 30 In addition to being a funded National provider and most of all – their trust in them. 2.4 Messaging, wording, better 4.9 Mobile applications (apps) 31 Partner of Sport England, EFDS provides Communication is also about listening to practice terminology  8 4.10 Printed documents 33 a platform for collaborative working across the audiences and using the insight to target 2.5 Accessibility and inclusion 10 4.11 Portable Document England. Our full Members include National more effectively. EFDS continues to build on Format (PDF) 33 Disability Sport Organisations and Regional our insight of disabled people’s preferences 3 Getting started 11 4.12 Posters 35 Federations. As a Federation, EFDS brings in language, messages and the channels to 4.13 Infographics 35 together the energy and expertise, which reach more participants. 3.1 Embedding inclusive 4.14 Campaign or promotional exists within our Member organisations communications 11 This guide has been written with Big Voice communications 36 and partners across the whole of England, 3.2 Developing an inclusive Communications to ensure we can share a embracing all impairment groups and communications policy 12 wealth of information, increase participation 5 Inclusive communications all sports. 3.3 Reaching a wider audience 13 better practice checklist 38 and improve access to more opportunities 3.4 Auditing current communications We want sport and physical activity to be for everyone. and planning for future needs 13 a meaningful experience, whatever level 3.5 Accessible formats 15 6 Resources and further information 39 disabled people choose. By helping the 3.6 Websites 18 6.1 British Sign Language (BSL) 40 sport sector and engaging with disability 6.2 Design 40 organisations, we are in the best position 6.3 Easy Read 40 to support participation at every level. 6.4 Guides to support and attract EFDS continues to work with a range of more disabled people to National Governing Bodies of sport (NGBs) participate in physical activity 41 to maximise the opportunities within their 6.5 Transcription and captioning own programmes for disabled people. We services 42 support NGBs and other providers with 6.6 Accessibility software 42 our insight on disabled people, sports 6.7 Web accessibility guidance development expertise, local engagement and testing 43 and marketing knowledge. In addition, 6.8 Glossary 43 our close partnerships with the National

2 3 3 The communications you send on might vary widely from the next person’s. behalf of your organisation are a vital Approximately 10-15% of the UK population 2 component of what it means to be has dyslexia, so this is something you need involved in your sport or physical activity. to be aware of. Without attracting new people to your As a professional communicator you sport, the on-going engagement from do not need to be an expert on different your participants and the exchange of impairments. Broadly speaking there are information about events, competitions different impairment groups that have and membership subscriptions, your different access requirements. Why is inclusive organisation will eventually cease to thrive. It is vitally important that every Visual impairment/blindness communication you send whether it is a calendar of events, promotional material Hearing impairment/deafness communication or a member newsletter, reaches the Mobility/physical impairments widest possible audience. The more people you can successfully communicate Cognitive impairments/learning disability with the better. Message received and Mental health conditions important? understood. However, despite the great Long term health conditions advances in technology, which make mass communications deliverable at the click of a button, there are a number of The number of disabled people playing sport different factors that prevent some groups As well as thinking about different groups of of people or individuals from receiving your regularly has risen slightly over the years. disabled people, for your communications communications. to be inclusive consider other factors such In December 2013, Sport England’s Active The way in which disabled people access as reading age and English as an additional People Survey 7 – an annual, in-depth measure your communications may be different language. Your communications should ideally be written, produced and distributed of the nation’s sporting habits – revealed that a to non-disabled people; and people with different impairments have different in a way that means they are inclusive to all. record number of disabled people in England needs or experience different ‘barriers’ now play sport each week. The number of to accessing your information. There are If information is not accessible, a person may: disabled people aged 16 and over playing approximately 11 million disabled people in the UK – as a group, disabled people are a sport once a week increased by 62,000 over • Avoid opportunities, offers and services large part of your potential audience. And, completely the last year, bringing the total number as with any other large group, there can be no one-size fits all approach to how or what • Not turn up for a sports session, to its highest recorded figure of 1.67 million. you communicate with disabled people. event etc. But, disabled people are still half as likely There is a growing trend towards • Respond to only some of information given personalisation of communications, people • Ask a lot of questions – leading up to, to be taking part in sport as non-disabled want to receive your information how and during and after. people (18.5 per cent compared to 39.2 per when they choose to receive it and on a cent). This means there is still a long way to device of their choice. Disabled people are no different in this respect, and what works go in order to address this imbalance and in terms of accessibility for one disabled inclusive communications play an important person does not necessarily work for another. For example, the communications role in this. preferences of one person with dyslexia

4 Why is inclusive communication important? Why is inclusive communication important? 5 2.1 Who are “A physical or mental impairment that has Social model diagram a ‘substantial’ and ‘long-term’ negative Disabled people are active citizens, campaigning for disabled people? effect on your ability to do normal daily equality, working in partnership with allies activities” (Equality Act 2010).

Discrimination Segregated Poverty One in five people in the UK consider • ‘substantial’ is more than minor or trivial of employment provision themselves as a disabled person. ‘Disabled – e.g. it takes much longer than it usually people’ are not a homogenous group and would to complete a daily task like come from all walks of life. This means getting dressed alongside their health condition, impairment Lack of useful Belief in the • ‘long-term’ means 12 months or more – or disability, disabled people come from education medical Model e.g. a breathing condition that develops The structures different cultural, ethnic and religious as as a result of a lung infection within society well as socio-economic backgrounds. are the problem It is not necessary to know or understand ‘Disability’ is used as a catch-all phrase – Inaccessible Inaccessible different types of disability or long-term health this is broadly accepted but some groups environment information conditions, though if you work regularly with and individuals do not necessarily identify a particular group you may wish to inform with the term and would not consider yourself. It is much more important to know themselves to be disabled. How many older Inaccessible and understand the sorts of things that get Inaccessible people do you know who say – “I’m not leisure facilities Prejudice in the way and prevent disabled people from transport disabled. I am just old”? The term disability & equipment participating in every day life. The things that get covers a wide range of different conditions in the way are called “barriers” and they include and impairments – far too many to name everything from inaccessible buildings, websites individually. There is a broad legal definition and people’s attitudes or assumptions. in the UK, which is as follows (see above): Medical model diagram Disabled people are passive receivers of services aimed at cure or management 2.2 The social and medical Enforced models of disability Special One size Surgeons separate transport fits all activities

There are two schools of thought or This guide is based on the social model of The impairment ‘models’ on disability, the social and disability because it empowers disabled Speech is the problem medical models: people and encourages non-disabled people therapists Specialists and organisations to be more inclusive. By • The social model of disability says removing ‘barriers’ we remove the disability. that it is the barriers in society such For more information on the social model of as inaccessible buildings or people’s disability visit www.odi.dwp.gov.uk attitudes that create disability and by Occupational Doctors removing those barriers you overcome therapists the disability.

• The medical model says that a person’s Specialist health condition or impairment causes Benefits training Group homes Psychologists the disability and that this requires agency schemes medical intervention and treatment to cure the problem.

6 Why is inclusive communication important? Why is inclusive communication important? 7 2.3 Understanding the law 2.4 Messaging, wording, Messaging, wording, and what’s required better practice terminology better practice terminology

The Equality Act 2010 protects disabled Using the wrong kind of language can Do use Do not use people (and other groups) from itself create a barrier. As the English Disabled person The disabled, handicapped, crippled discrimination in employment and in the language evolves and adapts so do the provision of goods and services. If the way terms we use to describe disabled people Person or non-disabled person Able-bodied person, normal person you communicate with disabled people as in our communications. How we describe Dwarf, person of short stature, Midget employees or customers or stakeholders is people is important as labels of whatever person of restricted growth found to be discriminatory, your organisation kind have a habit of sticking. If you were Person with a certain condition Sufferer could be liable. The best way to avoid legal to survey the national, regional and trade or impairment action is to take a best practice approach to press you would find frequent mentions of producing inclusive communications. unacceptable terms such as ‘wheelchair Wheelchair or mobility-scooter user Wheelchair or mobility-scooter- bound’ or ‘Cerebral Palsy-sufferer’. Both of bound or confined Essentially the Equality Act is an these terms and many similar ones convey Learning disability or person with Retarded, backwards, slow, amalgamation of several pieces of anti- an image of the disabled person as helpless, an intellectual impairment mentally handicapped discrimination legislation, including the dependent, to be pitied when the reality is Disability Discrimination Act of 1995. As with Deaf people/hearing impaired The deaf that a wheelchair enables someone to live most pieces of legislation the provisions are an active life and play sport. Blind people/visually impaired The blind quite detailed and in some instances quite complex. Opposite are some dos and don’ts when Brain injury Brain damage choosing terminology. Your job as a communicator is to understand the potential discrimination that could arise Examples in sport from not considering the communications Can you see the difference in the terminology and tone used? requirements of disabled people (and other groups). The most important concept that Good example: Bad example: was enshrined in the Disability Discrimination “Your job as a communicator is to Act was that of making ‘reasonable understand the potential discrimination In our sports club, disabled and In our sports club, able-bodied that could arise from not considering adjustments’. The idea being that if you make non-disabled people are actively people love seeing the disabled an adjustment to the usual way of providing the communications requirements of goods and services then the ‘barrier’ for the disabled people (and other groups).” encouraged to join in. join in around their club. disabled person is removed.

Making a ‘reasonable adjustment’ to something in communications terms can More bad examples: simply mean providing an alternative way of receiving the information. For example if How cricket helped you have a leaflet about your organisation in Steve fights to printed format have other formats available man overcome his Wheelchair such as a digital version or a large print inspire cerebral disability bound players version as an adjustment for those who palsy sufferers find football cannot read the original communication. ‘wheely’ challenging

8 Why is inclusive communication important? Why is inclusive communication important? 9 2.5 Accessibility and inclusion 3 Accessibility and inclusion are terms that are used frequently in the disability sport sector, often interchangeably. It is important that communicators understand these terms and the importance of embedding inclusion into every piece of communication and every communication campaign. Accessibility is ensuring that disabled people can access your communications (website, promotions, venue materials, your courses or competitions etc.) and that there are no barriers that prevent this. A barrier Getting started to access might be only providing materials in hardcopy, font size 10 – or only offering one type of communication route e.g. telephone contact details but no email or post address. Making something accessible 3.1 Embedding inclusive means providing alternative means (formats communications or options) to access what’s on offer if the The best way to embed inclusive ‘standard’ offer is not accessible. communications across your organisation An inclusive communication is designed to reach as broad and diverse an audience is to develop an inclusive communications as possible with accessibility for different policy that clearly sets out your commitment groups built in and part of the core to inclusion. In order to develop your policy, communication. involve internal and external stakeholders. The length and complexity of your policy will be determined by the size and scope of “Making something accessible your organisation. If you are a small, local means providing alternative means or regional organisation you might simply (formats or options) to access what’s on offer if the ‘standard’ offer have a short statement on accessibility is not accessible.” and inclusion on your website. If you are working for a larger, national body you could

Accessibility is ensuring that disabled reasonably be expected to have a more people can access your communications detailed policy in place. and that there are no barriers that prevent this.

10 Why is inclusive communication important? Getting started 11 3.2 Developing an inclusive 3.3 Reaching a 3.4 Auditing current communications policy wider audience communications and planning for future needs

If you are thinking about developing an Essentially the job of a communicator is to tell Getting to know your audience is a first and inclusive communications policy a good your organisation’s story, to get the word out important step in being able to communicate place to start is to ask your colleagues, on a new initiative or event or to keep your with them effectively. You do not need to volunteers, members or participants some employees, members, supporters, sponsors be an expert on different impairments or questions such as: and stakeholders informed about your conditions. However you need to become news and programme activities. It is vitally skilled at understanding how different 1. What type of communications do important that you consider your audience to people will interact with your organisation. we issue and how frequently? anything that is currently not working with be as broad and as diverse as possible. That Over time you will build up an accurate your existing communications strategy. 2. Who do we usually reach with our way you will avoid unintentionally excluding database of your members and stakeholders’ communications? Once your inclusive communications policy people from your communications. communications requirements. This could is written also consider providing some be providing digital only (and accessible) 3. Who do we want to reach with our Disabled people are a large part of your suitable training for anyone who works on versions of your materials, making follow- communications? target audience, but also consider other your communications. They need to know up phone calls to help explain the annual communications requirements. Older 4. How do we reach our stakeholders, what they are expected to do when working membership increase or ensuring the people respond differently to certain types which channels do we use? on your communication campaigns. When information you send out to a member or of communications and may face barriers your policy is written and your training participant also goes to their parent or carer. 5. How do we anticipate the (such as technical ones) that may prevent has been completed- launch the policy – communications needs of disabled them from engaging with your organisation. Conducting an audit of your existing ensuring the document is inclusive – via people and other diverse groups? You need to consider that the person reading communications is a good starting point appropriate channels, e.g. your newsletter, your communication might not necessarily to assessing where you are in terms of intranet and website. Don’t forget to 6. Do we provide our communications be the intended recipient. It could be their accessibility and inclusion and what you communicate it too! in a range of formats? parent, carer or personal assistant. need to plan for future communications.

7. Are our messages clear? Quick tips: The language we all communicate in is • Identify your existing and target audience. 8. Do we use plain English? • Ask people who you work and interact English but there are very many people If you have data available on access with; research communication needs and living in the UK who have English as an requirements and preferred formats 9. Who is responsible for and who pays how well you are reaching them additional language. Communications that then you will hopefully be able to cross- for alternative formats? are clear and use Plain English will benefit reference that with your delivery channels • Use the insight to develop an inclusive not only someone with a learning disability, to see whether you are meeting the 10. Do we monitor the impact of our communications policy communications? but someone whose first language is not communications needs of your members. • Change or fix communications which do English. The average reading age in the • Measure the impact of your When you are developing your inclusive not fit within the new policy UK is nine years old. This is not commonly communications. If you routinely measure communications policy involve a range of known but it has a significant impact on how • Train relevant staff on new policy and the impact of your communications and people from different backgrounds and with your communications are received. The Sun any methods adopted you have data on preferred formats then different communications requirements newspaper uses language that someone with you are in a good position to understand from inside and outside your organisation. • Make sure the policy is accessible and a reading age of nine can understand, The how well you are performing in terms of You may be a little bit concerned about launch it Guardian by contrast uses more complex inclusive communications. (This does sharing the inner workings of your language that on average could be read by • Share your better practice with all not mean to say that you still do not organisation’s communications with others, someone with the reading age of 14. The stakeholders and especially disabled need to check the accessibility of your but the insights you will get from your benefit of taking an inclusive approach to people communications; it just means you at internal and external stakeholders will your communications is that you will reach least know your base line of requirements enable you to draw up a policy that is fit for a wider audience than you first anticipated. purpose and will give you the chance to fix from your audience). 12 Getting started Getting started 13 3.5 Accessible formats

• Include access requirements on forms Bring together a cross section of your “The more inclusive the original and surveys – If you do not have staff, participants and members with communication is the less alternative information on preferred formats or different communications requirements. formats you will have to provide and access requirements available take This could be a meeting in person or a the less time, money and resources will this opportunity to include it as a data remote exercise. Get people to review be spent on communicating the same requirement on future forms and surveys. each type of communication and assess message to different groups.” whether it meets their needs. You can ask • Anticipate the needs of different questions like: audiences. During forward planning anticipate the needs of • Did you receive this communication? different audiences by making your EFDS uses captioned videos • Could you access the information in communications as inclusive as possible the communication? and allowing for alternative formats. Where possible your communications needs of different groups when you planned The more information you have about • Did you know what we wanted you should be accessible and inclusive to all, your communication campaign. but sometimes the type of communication your audience the better you will be to do as a result of receiving this Typical communications barriers include: able to communicate with them. Being communication? means that it will not be accessible to able to target your communications will certain groups. For example, a deaf person Blind/visual impairment – print publications • What would have improved the ultimately save you time and money in is not going to be able to listen to the (magazines, flyers and reports), inaccessible communication from your point of view? the long term. If you know that you only voiceover on a video, so you can either websites, use of images, PowerPoint have five people that would like a large Collate and evaluate people’s responses ensure that the video is captioned from presentations, PDF documents, colour print version of your newsletter you and look for any particular patterns that are the beginning, or provide a transcript of contrast, posters, displays, banner stands, can tailor your output and stock levels occurring in your communication channels. the voice over so the deaf person can read videos without audio commentary. what has been said. In these instances accordingly. Deaf/hearing impairment – face-to-face You will then need to bring your different you need to provide an alternative version communications such as speeches, • List your communications channels and data sets together – look at your audience that is accessible and it should provide presentations, awards ceremonies, resources, for example: and their communications requirements the recipient with as close to the same announcements via loudspeakers and > Website/digital marketing alongside your communications channel information and experience as the original coaching sessions, videos without > Social media audit and your focus group feedback. This communication. > Member communications should give you a pretty clear picture of captioning or BSL interpretation, musical > Printed publications where you are and where you need to get Cost is a factor in providing accompaniment (events, ceremonies > Image library to. This information is the first and most communications to voluntary and on videos) participant-based organisations, so > Newsletters important building block of developing an Learning disability – complex use of you might need to monitor the range of > Media releases inclusive communications policy. language, data visualisation, layout of alternative formats you provide. The more > Email websites and documents, colour contrast, inclusive the original communication is use of images, lengthy communications • Audit each communication channel to the less alternative formats you will have see whether you are being accessible to provide and the less time, money and Mobility/ physical impairment – website or inclusive with those communications. resources will be spent on communicating layout and accessibility (e.g. too many There are specialist advisers who can the same message to different groups. clicks), positioning of signage, posters and conduct an accessibility and inclusion flyers, weight of printed publications audit on your behalf or you could do it It is not so much a question of how many yourself with the support of some of your different kinds of formats to provide, but Mental health condition – layout, use of staff, participants and members. ensuring that you have anticipated the colour, tone and style of language

14 Getting started Getting started 15 Making material more accessible

The barriers illustrated on the previous page Digital versions of printed materials are information in Braille and ensuring that any are potential barriers that can be identified, also a good alternative, provided the files signage in premises have Braille embossed adapted and/or removed. There are ways are built in such a way that a screen-reader on them. The good news is that Braille is of making each type of communication can access them or the user can change not as expensive to produce as you might more inclusive and these examples do not the font size and colour contrast settings. think. The Royal Mail will deliver Braille mean you can never issue PDFs or videos A screen-reader is a software device that documents and publications free of charge or posters, but be aware that there are speech enables text so that someone under the ‘Articles for the Blind’ scheme: potential barriers for certain groups. with a visual impairment can access http://www.royalmail.com/personal/uk- the information. As a screen-reader is a delivery/articles-for-the-blind. Note- the Types of accessible formats: computer (of sorts) it only follows a logical scheme also extends to sending audio and • Accessible PDF documents layout and will read what it can ‘see’ – so electronic media as well as equipment like text that is part of the graphic design of your mobility aids. • Accessible Word documents document or web page will not be picked up Easy Read is an alternative format that • Audio versions by the screen-reader as it can not ‘see it’ in is intended to make your communication the structure of the page or document. • Easy Read and Makaton accessible to people with learning disability. You can download basic screen readers for It breaks down complex information into • Braille and Moon free to try it out yourself. These days most shorter text and supports the meaning of Add Alt Text to images in Word so a • British Sign Language phones will have accessibility functions the text with the use of easy to understand screen reader can recognise them that enable voiceovers etc. Ensuring online images or icons. If you have a very long and • Hearing/Induction loops accessibility means your content is more complicated document consider producing available to the end user on various devices. an Easy Read version of it, or at least • Large print The rules providing a shorter summary document if With images it will be difficult to make • Subtitling (captioning) you do not have the budget to commission There are some rules you will need to follow to be an images accessible to everyone, but Activity Buddy. The rules are there to keep you and the one. Whatever your communication is, people you support safe. • Telephone you can convey what you are hoping if you use Plain English and have an to communicate by using the image by  • Textphone uncluttered layout with clear headings and  describing it. Do not let the image alone  you have thought about barriers like reading • Text to speech/speech to text convey the meaning of the message, as  age, then you will make your ‘standard’   that will exclude a variety of different  • Translation services communication more inclusive. A good  audiences. Having an audio version of a  example can be viewed at: http://easy-read-  Some alternative formats can be produced document or a video is a way of making the  online.co.uk  easily at low cost in-house. For example content accessible to people with visual    having a transcript of the dialogue in a short impairments. Similarly describing the mood   video can be simply produced as a Word conveyed by music in a film on captioning   document and, if you apply the correct will enable those with a hearing impairment   use of layout in Word (table of contents,  to get a sense of what is being conveyed.  headings etc.) then the document should  For some formats it will be necessary to  be accessible to a broad variety of people. An example of an easy-read source external suppliers. Braille is a good  document  used in sport example. There are around 12,000 Braille   users in the UK and different types of Braille.   There is an increasing trend of providing key

16 Getting started 9 Getting started 17 3.6 Websites

In the English Federation of Disability Wide Web Consortium (W3C, the web’s • Text resizing Web accessibility checklist Sport’s Lifestyle Report 2013, one of the governing body). WCAG is essentially a set • Keyboard access and visual focus questions disabled people were asked of checkpoints that help ensure that web Images have alternative text was, ‘how do you find information about sites are designed and written properly. • Forms, labels and error messages (so if you can’t see the image interests and hobbies?’. The most popular W3C provides an ‘easy check’ overview • Multimedia alternatives you can still read the text). answer by a huge margin was Internet which allows you to assess whether you Colour contrast between search sites. Imagine if they find you on a • Basic web structure think your current website is accessible search site, they click through to your site foreground and background or not. It is a great starting place for and cannot find or read the information Additional evaluation guidance is sufficiently strong. understanding web accessibility but be is available from: contained within it. It would not be an ideal Text re-sizes according to aware that your website could pass these starting point for those you are trying to user preference. checks and still not be fully accessible. • WCAG-EM Website Accessibility encourage to take part. Conformance Evaluation Methodology Headings are correctly used in The areas highlighted by W3C are: The way in which websites are designed • Selecting Web Accessibility the stylesheets (they’re not just can sometimes create barriers for people • Page title Evaluation Tools ordinary text made to look big accessing information on the internet with and bold). • Image text alternatives (alt text) for • Involving Users in Evaluating Web the use of assistive technology or for those Links make sense by themselves photos, graphs and illustrations Accessibility with cognitive or mobility impairments. Web (e.g. no instances of links that just Content Accessibility Guidelines (WCAG • Colour contrast Although the guidelines do not explicitly say “Click here” or “More...”). 2.0) have been produced by the World cover other forms of digital communications Tables are used for laying out such as newsletters or marketing tabular information and have Survey: “How do you find information about interests and hobbies?” campaigns, it is advisable to apply the same proper headings and summaries. principles when producing e-newsletters, 78% flyers or other marketing communications. Visual presentation is defined in ‘stylesheets’ and is not embedded There are a wide variety of resources in the pages. available on web accessibility. One of the 40% 42% most comprehensive (and accessible) 28% 31% 33% websites is the BBC’s My Web My Way: 16% 18% 19% 21% http://www.bbc.co.uk/accessibility/ guides/. Another fantastic resource for communicators and web development professionals is the W3C’s Before and After Demo: http://www.w3.org/WAI/ Council demos/bad/Overview.html This website Newspaper is a live demonstration of accessible and Friends/family inaccessible web pages, show the before Local noticeboard Internet search site Internet specific site and after versions and it clearly explains Other disabled people County sport partnership what is in accessible and what the solutions are. Local authority advice/support Visit www.efds.co.uk to see an Charities/disabled people’s orgs example of an accessible Credit: EFDS Lifestyle Report 2013 website design

18 Getting started Getting started 19 4

Carry out an accessibility and usability “Even if your content management check on your existing website(s) to see if system has certain required fields there are any barriers you need to remove. such as labels for images it doesn’t Web content changes rapidly and can be necessarily mean they are being filled added by many different people in an in- in correctly.” Using design house team or agency. Even if your content management system has certain required fields such as labels for images it doesn’t necessarily mean they are being filled in to improve correctly. When you go through any training for new staff or refresher lessons on content to them the way they need it. Buttons management for your website, it is always such as font increase and colour contrast best to emphasise why the labelling is switching buttons are very common and accessibility important within the system. often compliment the functions available on web browsers. More sophisticated When commissioning a new website, solutions that offer a broader variety of accessibility and usability should be a key customisable settings as well as text-to- component of the project and design brief. speech functionality are being integrated Ask your web developer whether they are into websites. The text-to-speech functions familiar with the WCAG guidelines. Factor will make your content more accessible in time and budget for disabled and non- to people with dyslexia or with visual disabled user testing at different stages in impairments. Such web accessibility the website design and development before software often includes translation and the website goes live. dictionary features which immediately open your website up to audiences whose first There are also a wide variety of web language is not English and people with accessibility functions that you can have a low reading age. built into your website to provide your web visitors with some easy-to-use It’s also a good idea to have an accessibility tools to make your content accessible statement on your website. Include that your website has been designed to be accessible to disabled people. It should be consistent with your organisation’s inclusive communications policy. Make Listen sure you include details about any special accessibility features like the ability to Consider including a ‘listen’ increase font size or change settings. option on your website

Designers work with type, layout and colour to create an accessible design

20 Getting started Using design to improve accessibility 21 4.1 Use of fonts and text layout

Most people in the UK read from left to right a larger or different style of font. Italics are words, titles or sentences makes it harder serif fonts in digital publications can also be so it is best to left align your copy. When commonly used to denote a real name or for the reader to identify the words. The problematic as the pixilation on screen can your text is left aligned, the eyes and brain a quote or to add emphasis, but they can most accessible style of writing to read is distort the serif, causing the word to blur know where to go to at the start of every make the words more difficult to read. The ‘sentence case’. Again, if you would like to around the edges. line. When text is centralised the reader has slant of the letters changes the weighting highlight words, use bold, or increase the Font size 12 is considered to the minimum to work harder to find the start of each line. of the font in the reader’s eye, making it size of the font. size at which people read comfortably. appear less solid. Your readers need to work When laying out your copy use unjustified Your font choice can have a big impact on For electronic communications, most harder to identify the letters and words. Use text where possible. Justified or centralised the accessibility of your communications. readers will be able to customise the size quotation marks to signal a quote or a name text puts uneven spaces between words. One of the most accessible and most of the font on their computer screen on and use a bold font for added emphasis– but Unjustified text is easier to read as the widely available fonts is Arial; others include via their internet browser, but it is still use it sparingly as large chunks of bold font spaces between words are regular and the Calibri, Century Gothic, Trebuchet and considered best practice not to publish are hard to read. A word of caution, some reader knows what to expect. Verdana. All these fonts are “sans serif” anything smaller than the equivalent of screen readers will shout out words in bold, fonts. A serif is a little decorative line that Arial 12 pt. For audiences where Easy Read Often we underline words or titles to add this might not be the desired impact you is found on letters in some fonts like Times communications are required there is a emphasis, but this can make the word were hoping for! New Roman or Georgia. “Sans serif” means recommended minimum of 14 pt. font size. harder to read for some people. Your eyes We learn to read words that use lower case “without the decorative line”. Some people have to work harder to separate the word letters, only using capital letters at the start find it difficult to read serif fonts, because from the line to read it. Emphasis to a word of sentences. Using capital letters for full they distract the eyes and the brain from or title can be added by using bold font or the overall shape of the letter. The use of

Text is ranged left or Text should not be Use upper and lower, also ALL CAPITALS ARE left-aligned centred known as ‘sentence case’ HARDER TO READ

Text is unjustified for even Jusified text is harder San serif fonts like Arial or Serif fonts like Times New space between words to read as spacing is odd Verdana are clearer Roman are too fussy

Use bold or scale Avoid italics or 12 point should be minimum Do not use type sizes that are below 12 pt for emphasis underlining for emphasis 14 pt for Easy Read

22 Using design to improve accessibility Using design to improve accessibility 23 4.2 Images and diagrams 4.3 E-newsletters

The choice of font and font size may be pre- The use of images in communications is If using photographs of people to illustrate Sending out your organisation’s news in an determined by your organisation’s brand no longer considered to be a ‘nice to have’. your communications, it is best practice to e-newsletter is the most efficient and cost- guidelines. If the main font is a serif font, Different people respond to certain elements ensure that your selection is a diverse range effective way of reaching all your audiences it may be good to use a sans serif font for of communications and a well-chosen image, of people and where possible, try to ensure and stakeholders. There are many free or alternative versions of the communication design or diagram can serve to reinforce the images of different groups are positively low cost programmes such as Mail Chimp, and to get the brand guidelines updated to main message of your communication. portrayed. But, you need to avoid tokenism Market Mailer or GetResponse that can reflect that. and images that do not look of feel natural. instantly professionalise the look and feel We use images to illustrate a point or to The best photographs are more likely to of your e-newsletter. The guidance on convey a mood. Some people receiving be ones taken at sports venues or clubs accessibility that applies to websites should your communications may not be able to and at your events or training sessions. also be applied to e-newsletters. The World view the image in the same way; this could “If the main font is a serif font, it Image libraries are a great resource and Wide Web Consortium has a good rule of be someone with a visual impairment or may be good to use a sans serif some such as Promoting Activity: www. thumb is to ensure that the layout of the a learning disability or difficulty such as font for alternative versions of the promotingactivity.co.uk have professional template is not overly complicated. People dyslexia. In electronic communications, it is communication and to get the brand inclusive imagery. accessing your e-newsletter via screen- essential that all images and graphics are guidelines updated to reflect that.” reader device will find it more difficult ‘tagged’ so that those using a screen-reader If your poster campaign is about encouraging the more complicated the layout is. Clear (a device which reads out what is on screen) more disabled people to participate in headings, properly labelled and formatted also get an idea of the image being used your sport then, for example, an image of are also critical and it is best practice to even if they can not see it. a disabled person as a spectator is not offer HTML and plain text versions of your appropriate. Do not get hung up on trying to newsletter. Have a web-based landing page ensure that one image ticks all the boxes, to house all the information. Subscription you are asking too much of that one image. Good example of text on an image Pictorial diagrams can help people services such as Campaign Monitor or Instead, ensure that where possible you understand the message quicklly Campaign Master have this functionality vary the use of images throughout a specific built in, but it is still important to have campaign or suite of communications. your style sheet or template tested for Join in Shading or pictures behind the text can accessibility before you launch it. reduce the colour contrast between the text and the background. A blurring of the An email designed colours or a weakening of the definition with high contrast between text and shading/images will for good legibility make the communication more difficult for (Credit: JGM some and impossible for others to access. Agency, www. Highlight words or key facts by placing jgmagency.co.uk) Bad example of text on an image them into a text box or using a larger font size instead.

A clear diagram can convey a lot of Join in information, and helps people to understand the message more quickly. Diagrams are useful for your audiences, and particularly for communicating with people with learning disability.

24 Using design to improve accessibility Using design to improve accessibility 25 4.4 Use of colour/ 4.5 Layout colour contrast

The use of colour is a central part of Colour contrast • Webaim, Colour Contrast Checker: http:// Any document or communication should professional communications and your There are a variety of free tools on the webaim.org/resources/contrastchecker/ be laid out clearly and simply in order to brand management. Your organisation is internet which allow you to check the colour ensure accessibility of the information. Be mindful that the colour brightness and likely to have an official palette of colours contrast of text on a certain background. The precise layout might be prescribed by luminosity are different factors to consider, set out in your brand guidelines or you use your organisation’s house style or brand Here are some sites that allow you to test see graphic below. You will also need to a colour scheme based on your logo. Often guidelines, so keep those in mind. If you feel colour contrast: consider the type of communication you are designers or communicators will use colour your brand guidelines make requirements producing; the application of certain colour to enliven a communication and while colour • Colours on the Web, Color Contrast that mean a document is inaccessible by combinations works well in a digital format to add emphasis can be very impactful, Analyzer: http://www.colorsontheweb. design, it is worth reviewing them internally. with the back-lighting you get on-screen, caution is advised. Too many colours can be com/colorcontrast.asp The main things to consider with layout are: but you may find on paper that the effect is disorienting, especially if communications • Juicy Studio, Luminosity Colour Contrast dulled or that the sheen of the paper makes • Headings – ensure headings are clearly from your organisation are usually in a Ratio Analyser: http://juicystudio.com/ it harder to distinguish the colours. marked. This is important for people who certain colour combination. A vast array of services/luminositycontrastratio.php might be reading your document using a colour might distract the reader and make it screen reader or text-to-speech software. harder for your message to be understood. • The Paciello Group colour contrast If headings are not correctly marked Over-use of colour might be problematic for analyser available for downloading: http:// in the body of the document then the people with learning disability, people with a www.paciellogroup.com/resources/ screen reader will not understand what lower than average reading age or for those contrastAnalyser it is reading. Using the headings function whose first language is not English. in programmes like Word will help you to structure your document properly. The Examples of marketing material using strong colour contrast for clarity This is an example of a colour contrast headings function in Word enables you analyser tool that is available for free/ to structure long documents and create downloading on the Internet contents tables more easily. • Visual order – if you are using tables in a document that have multiple columns or if you are laying out your text in more than one column you make sure that the underlying structure of the document (how it is technically set up) actually corresponds to the visual order of the information. Screen readers or text-to- speech software will read the text in the order it is presented technically in the structure of the document or web template, not how it is presented visually as part of a graphic design. This video, an Introduction to Screen Readers: http:// youtu.be/o_mvO6EQ0tM shows someone using a screen reader and explains the difficulties that are encountered.

26 Using design to improve accessibility Using design to improve accessibility 27 4.6 Emails 4.7 Social media

• Images – if images are important for check that the link works and ensure that your communication clearly position the information you want your reader them and make them distinct from to see is accessible – there is no point Social media channels are a great way any text, shading or overlay. It will be directing someone to information that is of engaging new and existing members in helpful to some of your audience to behind a pay-wall or that is in a format your organisation. On the whole as they are position images consistently in the that only certain people can read quite new channels with mass audiences, same place (e.g. left aligned, right • If your email contains a call to action of the main social media sites are inclusive aligned or centred). This will help to some kind, always be mindful that the by design. There are some things to bear give clarity to your layout and provide most obvious or convenient response in mind with the different channels: your communication with a structure. may not be the most inclusive or All images should be labelled or given • Twitter – undoubtedly a great way to accessible. Think about what sort of a title. This is especially important in communicate short, timely pieces of alternative response routes you could digital communications – this can be information to a mass audience but Email is the most common form of provide. Ensure your team is briefed on done using the alt text label – alt text the use or over-use of hashtags and communication. In the UK millions of emails how to handle the responses. means “alternative text” and should give are sent each minute. Email can be a very abbreviations can make some Tweets very a brief description of what the image is accessible and inclusive communication • Provide full contact information for difficult to understand. You will get a great otherwise the screen reader will just say channel. There is a difference in emailing yourself or a named individual in your response if people can actually follow your something like, “image: blank”, leaving personal contacts and in sending mass organisation – phone number, email Tweets. Make any calls to action clear the visually impaired person confused as communications to an entire database of address, website address, social media and if you are providing links to websites, to whether or not there is an image there. members. Ideally every email you send channels, text phone (if available), mobile ensure the content is accessible or that To check whether the images on your should be accessible, but it is particularly phone (SMS) and your postal address. This there are alternative formats available. website have alt text labels hover your important that mass communications are, as is often overlooked in out-bound mass cursor over the image, the alternative you do not know the exact communication communications. text should appear. If you don’t have any requirements of the recipients. You need to • Avoid including too many logos or Communicating via Twitter alt labels either ask your web agency or ensure the following: graphics in the footer of your email find the image title field in your content Good use of Twitter management system. • Your choice of font, font size and font • If you use corporate branding in your colour are accessible e-mail signature, ensure that is clear Providing a title for an image will also help GoodTwitterUser @goodwitteruser • Avoid using background stationery as it and accessible someone who finds it difficult to read. An The game starts at 6pm, we hope to see can make the text difficult to read appropriate image and title might help them • Avoid using email addresses that are you there www.rovers.com to understand your message more clearly. • Layout the text as you would a letter, out-bound only. Addresses that say Images should not be the sole way of include plenty of paragraphs and donotreply@.... are not inclusive. Why communicating important information – if it generous spacing email someone if you do not wish to be is vital to convey the meaning of the image emailed back? Communication is two way! Poor use of Twitter for the overall communication, then you • Always use plain English and avoid too need to repeat the information in text also. much jargon and too many abbreviations PoorTwitterUser @poortwitteruser • If you are sending attachments, ensure d gAm starts @6, we hOp 2 c U aL ther they are in an accessible format (or do #footie #rovers #teamtrials http:// not send them) instagram.com/p/jcOhkalDqL/

• If you are providing links to a website,

28 Using design to improve accessibility Using design to improve accessibility 29 4.8 Videos 4.9 Mobile applications (apps)

• Facebook – for sport organisations The last few years have seen a huge Mobile applications are a great marketing Facebook is a fantastic way of creating increase in the use of video content. communications tool and it is important to a more informal space to share Videos are a great way of launching a new think about making your mobile application ideas and information and increase campaign, showcasing your organisation or accessible to the widest possible audience. participation. The site has improved its documenting a tournament or competition. As it is a new and emerging technology own accessibility and inclusion over Videos can be easily embedded into there are some pitfalls to be avoided but recent years. You need to be mindful of other communications channels such also a lot of opportunities to be embraced. posting rich content such as videos or as e-newsletters or websites and many If you are planning to launch a new app then PDFs, ensure these are accessible and organisations have their own video channel the best place to start by asking yourself that any links to external information is on YouTube or Vimeo. If you are developing two questions: also accessible. Sometimes if there are or distributing video content you need to 1. What is the purpose of the application – long chains of posts on items they can think about catering for different audiences. or what do you want it to do? be difficult to follow, your site moderator Not everyone will be able to see or hear EFDS uses a sign language video to should keep that in mind and intervene what is going on. To ensure your video is provide contact details on the website 2. Who is going to be using your application where possible. inclusive, consider the following: and what access requirements might they have? In general terms, remember that not • If you are producing a video, factor in BSL, one without – the one with is more everyone is interested in using social media getting the text captioned (subtitled) and inclusive and although more expensive Part of the scoping for the project should as a way of keeping informed about the if possible, having an audio description to produce with BSL, it is more cost include detailed answers to those questions. world. Some people may not be able to use recorded as well. This means you have effective to have one video for everyone. If the purpose of the application is to keep social media due to their impairment or one version of the video that is as Some sport bodies have developed short your audiences up to date with fixtures, health condition, or due to lack of access inclusive to different groups as possible. BSL videos for their coaches or other results and news from the club then it does to a computer, smartphone or tablet. If you are working on a tight budget, it workforce to use. not need to have a complicated design or Avoid relying solely on communicating via is possible to use the free captioning layout. The information should be readily • If you are displaying the video on your social media as you will not reach everyone services available on You Tube or Vimeo available without the need for complex website or in a digital newsletter and that way. graphics or content that might present • Subtitles (closed or open captioning) can you do not have captioning and/or audio some users with accessibility difficulties. be useful not just for those with hearing description, provide a word document (or impairments. Imagine a noisy sports accessible PDF) transcript of the video, or Include an accessibility statement arena, exhibition hall or even showcase at least make it known that a transcript is In your accessibility statement include displays at local shopping centres where available on request. that your app has been designed to be you want to show your latest promotional accessible to disabled people. It should be • If you are planning to show a video to a video. Subtitles can help in those consistent with your organisation’s inclusive group of participants or employees as environments too. communications policy and any policies part of a presentation, ask beforehand that appear on your website. Make sure you • Provide an audio commentary (or a whether anyone has any particular include your accessibility statement in the description) for any solely visual elements access requirements, and try to cater for details about your app and describe any of the video such as scenes, costumes, them in advance or follow up as soon as special accessibility features like the ability action not clear from dialogue. possible with an alternative format. to increase font size. • British Sign Language (BSL) interpretation is available. You might wish to provide two versions of your video one with

30 Using design to improve accessibility Using design to improve accessibility 31 4.10 Printed 4.11 Portable Document documents Format (PDF)

Mobile applications (apps) Accessibility testing your app There is a broad range of people who find PDF is a very popular format and there are Your app needs to be accessibility tested printed documents difficult to access, which many different kinds – basic documents with in much the same way as you would test is why it is important to consider making text and images or more complex forms or a website. Here are some questions to ask. your printed material as accessible and multimedia files. Essentially a PDF allows Also, have your app user-tested by people inclusive as possible as well as allowing for organisations to distribute newsletters, with different communication support alternative formats. These are some of the flyers, events calendars, membership forms, requirements including someone that uses things you need to consider when producing articles or reports in a digital format without a screen reader: a document for print and distribution: the content becoming distorted, altered or copied. The leading provider of PDF software • Font size and style Adobe has extensive guidance on how to Can users change the font size • Layout produce accessible PDFs: http://www.adobe. setting? com/accessibility/products/acrobat.html Does the colour contrast meet the • Plain English PDFs can often be inaccessible to disabled WCAG 2.0 guidelines? • Use of images people. If you are blind or have a visual Do you rely on colour or visual icons • Colour choice and contrast impairment and you use a text to speech to communicate information or tool or a screen reader you might find it instructions? (For example – press the • Type of paper stock difficult to access a ‘standard’ PDF such green button or use the house button) • Size of document as the ones that are created by using the Can buttons or menu items be pressed ‘save as PDF’ option. It all depends how the with a thumb, index finger and stylus • Length of document PDF file is created and you will need to use pen? • Information about alternative versions a professional version of Adobe Acrobat. The good news is that is possible to create Does the app work on different types (language or format) accessible versions of PDF files, which allow of devices? • Contact information you to preserve your content, maintain your Does the screen orientation work in brand identity and enable screen readers to portrait and landscape positions? read out the content to a disabled person. The BBC Sport app is a good example Is there a feedback /contact If you are producing a PDF document using of how to design with accessibility in us option? Microsoft Word and Adobe Acrobat, here mind. It follows the BBC’s own Mobile Do you provide information or is a checklist that should make your PDF Accessibility Guidelines, which are free instructions on accessibility? accessible: to download at http://www.bbc.co.uk/ guidelines/futuremedia/accessibility/ • A clear reading order that is logical and mobile_access.shtml If you or your developer cannot answer easy to follow these questions correctly consider having • Images that have information in them must a full accessibility audit and be prepared have alternative text (Alt text) to allow time and budget for making adjustments to the app. • Decorative images and headers and footers that are repeated should be taken out of the reading order so they can be ‘ignored’ by the screen reader

32 Using design to improve accessibility Using design to improve accessibility 33 4.12 Posters 4.13 Infographics

• Headings, table of contents, links and Poster campaigns are a great way of raising Infographics can engage your audience, bookmarks should be used to structure awareness about your organisation in leisure explain the complexities of the industry you the document properly centres, gyms, schools and sports facilities are in and help you to tell your story visually. or club. Most posters are designed to be eye- The designs are often highly sophisticated • Language should be clear and easy to catching and have a combination of images and complex, conveying large amounts of read and the language choice should and text. There is a call-to-action which data visually. There is a huge trend towards be specified is typically to contact your organisation’s using infographics to communicate complex • Sufficient colour contrast website for more information on getting information on one page – great for getting involved. Posters are cost-effective and are your message across to journalists for • Security settings should not exclude widely used, but if they are not produced well example. There is a common-held view someone using a screen reader or other they can unintentionally exclude people and that infographics cannot be accessible or type of accessibility software if used in isolation, they will most certainly inclusive, but that is not necessarily the case. There are designers who specialise in making exclude certain groups like blind people or As will all forms of communications it comes your designed PDF files accessible from the people with a visual impairment. down to what you are trying to convey and start. This is reassuring, as some designers how you are conveying it. An infographic can If you are launching a new poster campaign do not always know the importance of be accessible if it is designed correctly. If consider the following: accessibility to you. This guide has also been not designed properly, here are some of the made in to an accessible PDF file to show you • Use of inclusive images – showing disabled common barriers that occur: how it can be done by a designer. people active in (and enjoying!) your sport. • Often, images do not have enough Depending on the event, choose images that text information to describe what the also reflect the interaction in sport between infographic is representing. Creating an accessible pdf Use style people, not disabled people in isolation. sheets to • Screen readers only read out the alt- • Use of font style, size and colour – avoid identity text description and in many cases that block capitals and italic script Why is it important to understand heirarchyActive People Survey Figures information is missing or mislabelled.

the national picture? Non disabled people People with a limiting illness or disability of text% who participate once(eg a week % who participate once a week • Layout of information, no text over Contents It is important to recognise the changes to children and adult care services at a national % who participate in any sport % who participate in any sport level as this can determine the ways in which the personal budgets of disabled people % who do not participate in any sport % who do not participate in any sport • Use of colour is important for those 1 Background and context 3 are organised and spent. Sport and physical activity needs to be an essential part of a disabled persons social, health and wellbeing. By understanding these changes a Heading80% 1, 1.1 Introduction and aims of guide 3 imagery- unless it is blocked behind professional can make positive partnerships with the organisations providing care across

70% 76% 74% all three sectors – this is a revolutionary step for these services. 73% 1.2 Disability and ageing 3 74.2% 71.2% 70.7% who are colour blind, whether it is in the 60% 1.3 Legislation 4 Heading50% 2,

Health will become a key player in this It will be essential for CSPs to make available 52.8% 52.6% 51.9%

51.7% with good colour contrast. 51.6% 50.3% 48.4% 1.4 Lifestyle choices 4 48.3% 40% 49.7% 48.1% 47.4% Use contents process and potentially could be the most the information on services and activities 47.2% 39.4% promising sector to engage with for the targeted at disabled people. Whilst there 30% 39.3% 38.9% 39.2%

1.5 Participation levels 5 37.8% design of icons or text or the colour of the development of physical activity opportunities are many sports opportunities available for 37.7% 27% 29.3% 20% 28.8% 26% 25.8% 1.6 The benefits of physical activity 5 and funding. There are so many programmes disabled people, in some cases disabled Paragraph)24% 10% 18.3% 17.7% 16.7% 16.3% that both health and the sports sector could people do not access them. One of the main 16.2%

list and 15.1% 1.7 Barriers to engagement 7 potentially work together on to fulfil both reasons for this is because the activity is not • Colour contrast background. 2 Recommendations in overcoming barriers to engagement 9 national and local outcomes. advertised to them in a way that they can Oct 05 - Oct 06 Oct 07 - Oct 08 Oct 08 - Oct 09 Oct 09 - Oct 10 Oct 10 - Oct 11 Oct 11 - Oct 12 The national governance will also indicate to readily access and understand. The Local 2.1 Terminology and perceptions 9 Sport England Active People Survey Data 2013. bookmarks a certain extent the way in which services at a Offer should solve this problem by advertising 2.2 Delivering the right activities 10 sub county will develop and be commissioned directly to the intended targeted audience in the future. It is certain that commissioning and therefore this could lead to increase in 2.3 Local community networks and partnership development 12 for disabled children and adult services will be participation levels. Understanding the national picture • Choice of font and style is also potentially 2.4 Accessibility of the activity 13 to help a joint process; this will prevent duplication • Clarity of the call to action and ensure sustainable quality delivery of for Children and Adult Services 2.5 Adapting equipment 13 services. CSP employees working locally 2.6 Marketing and promotion 14 need to be aware of this process and use it to navigation the benefit of sport development. The Government’s Green Paper for Special Educational Needs and Disabilities (SEND) a barrier for some people. 2.7 Staff training and awareness 14 - Support and aspiration: A new approach to SEN (published in March 2011) proposes There will also be a directory called the ‘Local moving away from “special education needs”. It proposes identifying the needs and 2.8 Volunteers 15 Offer’ – the government’s strategy will require • Full contact information for your bringing together the support children, young people and their families rely on across all local authorities to publish information on education, health and social care. 2.9 Motivations 16 services and provision across education, 3 Good practice case studies 18 health and social care for children and young The main points from the Green Paper include: people aged 0 - 25 with special educational • People with a learning disability will have • Supporting 0-25yr olds with disability or • Partnerships – in and across agencies, organisation 4 Further information and useful resources 22 needs and disabilities (SEND). The purpose special educational needs communities and the Voluntary and of a local offer is to enable parents and carers 4.1 Disability sport and physical activity organisations 22 Community Sector and young people to have easy access to the • Introducing a single education, health and 4.2 Health conditions and physical activity resources 22 information they need. care needs assessment and delivery • Parental participation at an individual and difficulties decoding complex information. plan that would replace both the statutory strategic level 4.3 Older people and physical activity resources 22 SEN assessment and statement (for under • Structural and cultural change necessary 16s) and the Section 139a Learning • How to request alternative versions of 4.4 Motivation and behaviour change resources 23 Difficulty Assessment (for over 16s) • Focus on outcomes Notes 24 Remove• Personal budgets will be an option to • Currently there are 20 Pathfinders who are Use ALT piloting the changes. National role out of families by 2014 this programme will be effective from the poster How to make your infographic accessible: • Early (and earlier) intervention and September 2014. prevention text to label repeated• Joint working between health, social care and education • Provide a text alternative for the 1 10 Engaging disabled people in sport and physical activity 11 • Providing the information to specific groups pictures information infographic. from the via an alternative method (e.g. email) tagged • Use HTML to create your infographic • Physical position of the posters in clubs, reading order rather than using an image file. leisure centres, sporting facilities or other venues 34 Using design to improve accessibility Using design to improve accessibility 35 4.14 Campaign or promotional communications

• Choose a colour palette that meets When preparing your campaign/promotion • If your display or information point • The choice of venue could be leisure minimum contrast requirements to ensure displays it is important to consider how includes a touch screen device or a centres and sports facilities that have that your infographic is accessible. different people might interact with your computer terminal, you also need to the Inclusive Fitness Initiative (IFI) Mark. campaign. If, for example, you are doing a consider the position and height of the IFI is a programme managed by EFDS. • The contrast ratio between the text (or campaign to widen or increase participation device or terminal. Ask yourself, is there It operates an accreditation scheme; an image of text) and background must in a leisure centre reception you will need to room for a wheelchair-user or a mobility IFI Mark recognises the achievements be at least 4.5:1 for normal text or 3:1 think carefully about the following: scooter? Are there chairs on hand for and commitment of leisure facilities that for large text. Normal text is text that is people who find it difficult to stand for support disabled people to be physically up to 14 point bold or 18 point normal, • The physical location and height of any long periods? You also need to consider active. The accreditation provides an whereas large text is at least 14 point bold counter-top information such as leaflets the accessibility of the information you inclusive platform for disabled and non- or 18 point normal. You must meet this or flyers and banners or posters. If are providing on-screen. Whether it is a disabled people to be active together. requirement if your website is WCAG 2.0 display levels are too high, or in a place web-based application or an interactive A venue with an IFI Mark is more likely Level AA compliant. that is difficult to see or access you information guide, you need to ensure to have disabled visitors and be a good might unintentionally exclude some of • If you use colour to convey information that you are meeting the guidelines on the venue for your awareness-raising the following groups: people that use within an infographic, and make sure the accessibility of digital information (see campaign and/or other activities. wheelchairs, walking aids or mobility same information is communicated either web accessibility). scooters, person of short stature or More information on the IFI Mark facilities is in text or via other visual cues such as restricted growth and people with available http://www.efds.co.uk/inclusive_ text formatting or font size. visual impairments. fitness • There is a difference between using • Use of banners, posters and other printed colour for aesthetic reasons and using materials – the guidelines on best use of colour to convey information. font size, layout, images and colour contrast should be followed. You might like to consider having some alternative formats of your information available such as large print, braille or digital/audio versions. If your budget does not allow this, then whoever is on duty either from your organisation or the leisure centre should be made aware that some people might require some assistance in finding out more about taking part. For example taking the person’s telephone number or email address for a follow up communication would be a reasonable alternative to providing accessible formats such as Braille or Easy Read. Ultimately, the goal of a campaign to increase participation in your sport or club etc. is to gain as many new participants as possible, so having a IFI is an EFDS managed programme range of different contact and information options should ensure that you are reaching as wide an audience as possible. 36 Using design to improve accessibility Using design to improve accessibility 37 Inclusive communications 5 better practice checklist 6

• Develop an inclusive communications • Accessibility or inclusivity does not mean policy, which sets out your organisation’s you have to compromise on good design commitment to providing inclusive and brand integrity; it just needs to be communications and alternative formats. factored into the creative process and Publish this policy on your website designers need to be briefed. Resources and offer the opportunity for people • Best practice in web accessibility (WCAG to provide you with suggestions and guidelines) should be applied to all other feedback. digital communications. and further • Always consider who the audience is • Do not assume that your designers or for each and every piece of work. Is developers understand what accessibility your internal audience different to your or inclusive design is, even when they external audience, do you actually know say they do! Be prepared to challenge information who you are trying to reach and by what you are given and ask for informal what communication channels? How or formal feedback from disabled do different groups need to access your colleagues or users. information? As it can be difficult to know where to go for • Make sure you have your digital • Include accessibility as an essential communications tested for accessibility specialist support we have included a small requirement for each project – an explicit and usability by different groups before reference to inclusive and accessible selection (not an endorsement) of useful you launch them, factor some time in communication should be made in your to do any fixes (there will be some) and resources, links or organisations. We’ve tried scoping document so that any colleagues ensure your designer or developer does to be comprehensive in signposting a broad or suppliers know what has to be not charge you extra for it – if you have produced from the beginning. range of organisations. Any organisation briefed them on the need for accessible • Allow time and budget for producing and inclusive design and functionality that is not listed on the following pages is alternative formats as well as for then that is what they should deliver. not excluded for any reason other than the accessibility and usability testing author being unaware of the service of any digital communications. or company. • Inclusive design can save you time and money, the more accessible and inclusive your communications are the less time and money will be spent on making adjustments. Use clear English, be succinct and design your campaign to be as readable as possible.

38 Resources and further information Resources and further information 39 6.1 British Sign Language 6.2 Design 6.4 Advice and guidance to support and attract more (BSL) disabled people to take part in sport or physical activity.

• Action on Hearing Loss, A buyer’s guide Many of the principles of inclusive design The English Federation of Disability Sport, • Dwarf Sports Association UK to BSL online: www.actiononhearingloss. are covered in this guide – font size, layout, its Inclusive Fitness Initiative (IFI) and Launched in 1993, the Dwarf Sports org.uk/supporting-you/accreditations- use of images etc. If you have an in-house partners have produced many resources Association UK aims to make assessments-and-training-for- design team or an agency you can share to support you to improve inclusive opportunities accessible to anyone of businesses/a-buyers-guide-to-bsl- this guide with them and put inclusive communications. All the IFI guides are restricted growth in the UK. translation-for-the-internet.aspx design as a requirement in your design available at: www.efds.co.uk www.dsauk.org or telephone briefs. If you do not have a design team or • National Registers of Communications • Guide to supporting and attracting deaf 01246 296485 agency, here are some useful resources on Professionals working with Deaf and hearing impaired people to use inclusive design: • Mencap Sport and Deafblind people: www.nrcpd.org.uk the gym Mencap Sport is the national organisation • Design Council: www.designcouncil.info/ • Remark translation is a specialist • Guide to support and attract people with promoting and developing sport for inclusivedesignresource/studies_index.html language and communications a learning disability to use the gym people with a learning disability consultancy: www.remark.uk.com • Inclusive Design Toolkit: across England. • Guide to support and attract people with www.inclusivedesigntoolkit.com • Sign Video, remote video translation a visual impairment to use the gym www.mencap.org.uk/sport or email service for BSL users can be integrated • A library of inclusive images can be [email protected] • Guide to support and attract wheelchair online: www.signvideo.co.uk viewed at: www.promoting activity.co.uk users to use the gym • Special Olympics Great Britain (SOGB) • The National Deaf Children’s Society SOGB is a provider of year-round training The National Disability Sport Organisations has been working with various sports and competition opportunities for people 6.3 Easy Read can support you to and advise you on work partners, from The FA to England with a learning disability across England, with people with specific impairments: Athletics, to create short videos to Scotland and Wales. support clubs or coaches to learn some • British Blind Sport (BBS) www.specialolympicsgb.org.uk, basic BSL related to sport: www.ndcs. Since its formation in 1976, BBS has • Change – videos, illustrations and Easy telephone 0207 2478891 or email org.uk/whats_on/me2/are_you_an_ become the leading voice for blind Read: www.changepeople.org/easy-read- [email protected] organisation/sports/bsl_for_sport.html services and partially sighted people in sport and leisure in the UK. From grassroots • UK Deaf Sport (UKDS) • Easy Read Online provide a translation of to Paralympic representation, BBS UK Deaf Sport encourages people your documents into Easy Read: encourages participation in sport who are deaf or hard of hearing to www.easy-read-online.co.uk at all levels: participate, enjoy and excel at sport. They provide information on sporting • VoiceAbility provide easy read translation www.britishblindsport.org.uk, events throughout the UK and are linked services into a number of different telephone 01926 424247 or email and affiliated to ICSD (the International formats – print, audio and digital: [email protected] www.voiceability.org/what_we_do/ Committee of Sports for the Deaf) as well easyread_services • Cerebral Palsy Sport (CP Sport) as Deaflympics. CP Sport are the sports organisation for www.ukdeafsport.org.uk or email • Mencap has produced resources people with Cerebral palsy. They provide [email protected] to help you to learn more about advice and guidance as well as delivering communicating with people with a sporting opportunities to people of all learning disability, and how to make abilities, from play to performance. your existing communication materials more accessible: www.mencap.org.uk/ www.cpsport.org, telephone 0115 all-about-learning-disability/information- 9257027 or email [email protected] professionals/communication 40 Resources and further information Resources and further information 41 6.5 Transcription and 6.7 Web accessibility 6.8 Glossary captioning services guidance and testing

• WheelPower • Bee Communications – remote • AbilityNet – leading UK charity that Apps Mobile applications WheelPower, the national charity for captioning, conference calls, videos: provides extensive guidance, support BSL British Sign Language wheelchair sport, provides opportunities, www.bee-communications.com and services on web and IT accessibility. facilities and equipment to enable They offer a full range from web user EFDS English Federation of • Remark Translation – audio, Braille, BSL, disabled people to participate in sport testing to ‘icomply’ a comprehensive Disability Sport captioning: www.remark.uk.com and lead healthy active lives. Through its accessibility management framework: IFI Inclusive Fitness Initiative annual programme of events, links to its www.abilitynet.org.uk • Sterling Transcription PDF Portable Document Format member sports associations and other www.sterlingtranscription.co.uk • Labscape – web accessibility testing, organisations, WheelPower supports WCAG 2.0 Web Content Accessibility user-testing, training and accessibility individuals to find sports which they Guidelines services like producing accessible PDFs: are passionate about. W3C The web’s governing body www.labscape.co.uk/accessibility_ World Wide Web Consortium www.wheelpower.org.uk, services.htm telephone 01296 395995 or email 6.6 Accessibility software • Shaw Trust offer accessibility testing, [email protected] reviews, training and consultancy: • Communicating with people with a webacc.shaw-trust.org.uk/our-services learning disability: a guide: www.mencap. • World Wide Web Consortium (W3C), Web org.uk/Communicating_guide • Claro Software – a broad range of Accessibility Initiative: www.w3.org/WAI • You can ccess over 400 IFI accredited different accessibility products including • W3C provide a comprehensive list of facilities through the EFDS website ClaroPDF which speech-enables PDF web-based accessibility testing tools: search facility: documents, aimed more at individual www.w3.org/WAI/ER/tools/complete www.efds.co.uk/inclusive_fitness/ifi_ users rather than organisations: gyms www.clarosoftware.com • RNIB offers a wide range of web accessibility consultancy and training • Recite Me – web accessibility software services: www.rnib.org.uk/professionals/ that allows users to customise your webaccessibility/services/Pages/ website so they can access your content services.aspx the way they need to: www.reciteme.com • User Vision – usability and • Texthelp – provide a range of assistive web accessibility testing: technology solutions and offer www.uservision.co.uk BrowseAloud, a tool that provides reading support to website visitors: www.texthelp.com

42 Resources and further information Resources and further information 43 English Federation of Disability Sport SportPark, Loughborough University 3 Oakwood Drive Loughborough Leicestershire LE11 3QF Tel: 01509 227750 Fax: 01509 227777

This document is available in other formats. Please contact [email protected] Produced March 2014. www.efds.co.uk