Swim England
Tania Gerard is approached by Swim England.
The Challenge
Swim England, the national governing body for swimming in England, approached Tania Gerard Digital to review and enhance the accessibility of their email campaigns. With a commitment to inclusivity, they wanted to ensure their communications were neurodivergent-friendly, fully compliant with WCAG (Web Content Accessibility Guidelines), and accessible to their entire audience.
Our Approach
Through our Accessible Marketing service, we performed a comprehensive analysis of Swim England’s email campaigns. Our goal was to optimise their communications for accessibility and inclusivity.
Here’s how we approached it:
Content Structure
Restructured content to ensure clear structure and flow.
Introduced headings, bullet points, and concise paragraphs to improve readability.
Made sure all CTAs made sense and were clear
Fonts and Colours
Evaluated font choices and sizes for legibility.
Adjusted colour palettes to ensure sufficient contrast and avoid overstimulation.
Images and Alt Text
Reviewed and refined alt text to provide meaningful descriptions for screen readers.
Ensured imagery was contextually relevant and added value to the content.
Tone of Voice
Guided Swim England in adopting a tone that is welcoming, clear, and inclusive for diverse audiences.
WCAG Compliance
Conducted a thorough audit to align email designs and content with WCAG standards, ensuring compliance and accessibility.
The Deliverables
To set Swim England up for long-term success, we created an in-depth guide for current and future email campaigns.
This resource:
Serves as a step-by-step reference for creating accessible emails.
Includes practical examples and tips for maintaining WCAG compliance.
Providing their team to confidently communicate with diverse audiences.
The Impact
Following our collaboration, Swim England’s email campaigns became:
Fully compliant with WCAG standards.
More accessible and engaging for neurodivergent and diverse audiences.
A benchmark for inclusive communication within their company.
By implementing the strategies and tools provided, Swim England is now equipped to deliver inclusive and impactful messaging that aligns with their mission to support all members of their community.
What They Said
“Tania helped us see our email campaigns through a whole new lens. Her expertise in accessible marketing made us really think about how we approach communication, ensuring everyone feels included and valued. The guide she provided is now a cornerstone of our accessibility efforts. ”
Looking for similar results?
Contact us to discover how Accessible Marketing can enhance your company’s communications. Together, let’s make inclusion the standard!
Tania Gerard - Tania Gerard is a Neurodiversity Trainer, Accessible Marketing consultant anf and the creator of the IMPACT™ Framework.