Puzzle pushes for greater inclusion through use of alt text

The agency’s #AccessAlt campaign urges the industry to embrace the use of alt text to improve accessibility

Georgie Moreton

Assistant Editor, BITE


28% of the population is visually impaired yet still vast portions of the internet remain inaccessible. To help bridge this gap and encourage the industry to make digital campaigns more inclusive, Puzzle, the digital engagement agency, has launched a new campaign #AccessAlt.

The agency is urging the industry to make use of alt text, the short, written description of an image which can be read by a screen reader. For example, the alt text for the image featured in this campaign could be: Image description: A black male model in front of a red background. His eyes are covered by a blue banner that reads "Don't cut off 28% of your viewers. #AccessAlt".


The campaign makes use of dramatic and playful imagery using a classic rectangle censorship box and straplines such as ‘Don’t Censor Yourself’. The censorship bars mask eyes and other body parts to bring to life the idea of the audience numbers that are alienated and shut out of inaccessible campaigns.

“Stats from the World Health Organisation show that 28% of the global population is visually impaired. If you’re not using alt text you’re effectively censoring yourself by excluding this audience. Our #AccessAlt campaign makes it easy for agencies and digital professionals to take the next step on the inclusion journey.” explained Lauren White, Chief Operating Officer, Puzzle.

She continued: “At Puzzle, we think it’s time to change the inclusivity landscape. #AccessAlt isn’t intended to be preachy. We’re saying to our digital industry peers – by using this tool and being more inclusive you can open-up a whole new audience. It’s a win-win.

Puzzle will provide those that sign up to #AccessAlt with practical support and resources to get them started on their inclusion journeys. The campaign has the backing of both The Content Marketing Association and the Valuable 500, a global collective of 500 CEOs and their companies innovating together for disability inclusion.

Alt text is able to help open up campaigns to a much wider audience and is a valuable tool for many people with impaired sight. The #AccessAlt campaign from Puzzle shows that when the industry works together we can all push forward toward greater inclusion.

To find out more about #AccessAlt, please click here.

Related Tags

Inclusion Accessibility