Attitude is Everything, AIF launch digital campaign
November 6, 2015 2:50 PM
Attitude is Everything and the Association of Independent Festivals (AIF) have announced a new online campaign to benefit millions of deaf and disabled music fans.
Launched at AIF's Festival Congress in Cardiff, Access Starts Online' aims to ensure that the UK's independent music festivals are providing a designated and detailed access information page on their website.
To encourage positive change, the campaign will offer all AIF members an easy-to-use template detailing the type of information they should be providing. Festivals that make the change (or who already meet the campaign's standards) will be awarded a digital Access Starts Online stamp of approval to use on websites and social media.
The initiative will be rolled out to all UK music festivals and venues by early 2016, and ultimately aims to encourage more live music businesses to commit to Attitude is Everything's Charter of Best Practice.
More than 100 festivals and venues in the UK have now joined the Charter – including AIF members such as 2000 Trees, Cornbury Festival, Greenbelt Festival, Just So Festival and Kendal Calling. Several others are currently working towards gaining the award.
Last year, ticket sales to deaf and disabled people at Charter venues and festivals increased by 70 per cent.
Suzanne Bull MBE, Attitude is Everything CEO, said The Access Starts Online campaign does exactly what is says on the tin. A lack of access information on event websites is a major barrier to Deaf and disabled fans enjoying live music, and in most instances will influence whether they actually buy a ticket in the first place. We believe the initiative will make a significant step towards change and lead to more live music businesses extending their commitment and signing our Charter of Best Practice.
Attitude is Everything is delighted to be partnering with the Association of Independent Festivals for the campaign's launch. Not only do they represent some of the UK's most exciting live events, including many of my personal favourites, but as an organisation they have consistently taken a strong stand on issues that impact upon music fans such as ticket touting or legal highs. We look forward to working closely with them in future.