GUWAHATI: In a significant move towards promoting inclusivity and accessibility, the Assam Government has issued a directive mandating the use of sign language in all video advertisements released by Government Departments and Agencies.
The memorandum, issued on July 31, outlines the guidelines and instructions to be followed by all government entities in implementing this directive. The primary objective of this initiative is to ensure that government advertisements are accessible to individuals with developmental delays and communication issues who rely on sign language as their primary means of communication.
Sign language, a visual gestural language, is predominantly used by individuals with hearing disabilities. However, it can also be employed by hearing individuals to enhance communication skills and break down barriers in noisy environments.
The benefits of sign language in communication are manifold. Firstly, it enhances inclusivity, allowing individuals with developmental delays and communication issues to feel included and valued in conversations. Secondly, sign language proves to be invaluable in noisy environments where spoken language may be challenging to hear. Additionally, research indicates that learning and using sign language can stimulate cognitive abilities, positively impacting memory and spatial skills.
To ensure accuracy and cultural appropriateness, government agencies are encouraged to collaborate with sign language experts or organisations. Advertisements containing audio should also include captions or subtitles for the benefit of individuals with hearing impairments who rely on written text.
As part of the initiative, Government Departments and Agencies are urged to organise training programmes to sensitise their officials involved in content creation about the importance of incorporating sign language in advertisements and the fundamentals of sign language interpretation. Specialised training in sign language interpretation techniques and best practices should be provided to officials involved in the production and dissemination of advertisements.
The memorandum stipulates that all Government Departments and Agencies must achieve full compliance with this directive within 60 days of its issuance. The Information and Public Relations Department will play a pivotal role in coordinating the implementation of this directive across all government entities. The Director of Information and Public Relations Department will also serve as the focal point for any queries or clarifications related to this memorandum.
The directive is set to take effect immediately, and the government urges widespread circulation and strict compliance with the provisions outlined in this memorandum.
The directive applies to all Government Departments and Agencies involved in producing and disseminating advertisements, including television commercials, online videos, and social media platforms. The implementation guidelines require that all government advertisements must include sign language interpretation either through an interpreter or by using graphics/animations. The size and position of the sign language interpreter or subtitles/graphics/animations should be appropriately displayed to ensure clarity without obstructions or distractions.
