TD has launched a new activation to reduce distractions and provide Canadians with a calm space amidst the hustle and bustle of Toronto’s Union Station.
The “TD De-straction Zone” was created to highlight the TD Accessibility Adapter tool, a free Chrome browser add-on that enables users with impairments such as dyslexia, low vision and epilepsy to adjust their online viewing experience and improve online attention. Users can select accessibility choices such as reading guides, changeable text size, dark mode, dyslexia-friendly font and a monochromatic mode.
Mimicking the tool’s features, the immersive space is defined by a visual bar that provides a clear focal point for people’s attention, complemented by sensory-friendly lighting, sound-dampening walls and calming colors to further eliminate noise and distraction.
TD is supporting the experience with DOOH ads throughout Union Station and an online video that explains why the brand created the TD Accessibility Adapter tool and how it works, as well as display units that highlight the difficulties of focusing on the Internet and how the tool can help. The brand also worked with ADHD influencers to discuss their own experiences with the tech and how it helps them focus online.
Unison handled media buying and Diamond Marketing Group oversaw influencers. Ogilvy led strategy and creative development, while ThePub assisted with creative development for OOH and digital advertising. The initiative is also being amplified through PR efforts led by MSL.
Tyrrell Schmidt, chief marketing officer at TD, tells MiC that the activation offers a timely immersive experience, as it launches during Neurodiversity Awareness Month. The experience also addresses a pressing issue, as recent bank research reveals stark digital accessibility gaps: only 3% of the Internet is now accessible to users with disabilities, and people with disabilities are three times more likely to never go online.
“The TD Accessibility Adapter tool helps break down barriers and is a great example of how TD is focused on making online spaces more accessible for all, so more people feel supported and seen,” Schmidt says. “Our goal is to raise awareness of the TD Accessibility Adapter tool so more people can benefit from using it.”
Schmidt notes that the De-straction Zone mirrors the success of the brand’s previous activation, providing an inclusive experience that caters to individuals with visual impairments, while engaging the wider Toronto audience. The past activation, launched last fall, also promoted the Accessibility Adapter and focused on the tool’s colorblind assistance capabilities.
For that campaign, TD placed a giant OOH ad in Toronto’s Distillery District with the words “If you can see this, it’s because we see you,” which were only visible to people with colour blindness impairment. Created by colorblind artist Paul Scott Canavan, the billboard encouraged viewers to experience how different it is to see for those who are visually impaired and those who are not.
According to Schmidt, the OOH ad drove a 20% increase in usage of the tool.
Both the ad and the new activation are part of the brand’s effort to demonstrate its commitment to making its products more accessible. Just prior to launching the giant billboard, Schmidt says TD ran a TV and social media campaign to promote TD Direct Investing, a platform that makes it easier for consumers to invest in stocks.
Looking ahead, the bank will continue to launch more initiatives to show its commitment to accessibility, Schmidt says. “TD is committed to breaking down barriers for individuals with disabilities, ensuring equal access to digital spaces and reinforcing the bank’s purpose-driven approach to innovation.”
