Canada NewsWire Wednesday, September 26, 2007Accessible Media Reaches New Heights: CNIB teams up with artists from MaRS to deliver accessible rich media interactive vision health information
TORONTO, Sept. 26 /CNW/ - September 23 to 29 is International AMD (age-related macular degeneration) Week and CNIB has teamed up with medical artists from the MaRS Discovery District to deliver a health information website like no other. The AMD Challenge uses plain language and engaging animations to explain AMD, the leading cause of vision loss among older Canadians. The AMD Challenge is part of CNIB's overall aim to increase public awareness of vision health issues and promote eye health. As an interactiveonline tool, the site is geared toward the increasing number of Canadians who
turn to the Internet for health information."Although we reach the public through many different channels, we're very
much aware of the growing importance of eHealth resources. The AMD Challenge is one strong example of our commitment to making vision health resourcesavailable to the greatest number of Canadians," says Lesley Wilmot, Director,
Communications, CNIB. The AMD Challenge, sponsored by AMD Alliance International, stands apartfrom most other online eHealth websites, by using easy to understand language
and complementary pictures to quickly convey key concepts. "Online descriptions of common eye conditions often use complex language and highly detailed medical images. With the use of plain language and friendly animations, the site presents health information in a way that isengaging and interesting to a wider audience," says Don Lawrence, Web Manager,
CNIB. The AMD Challenge was designed and illustrated in cartoon style by medical artists Sonya Amin, Jason Sharpe and Eddy Xuan, founders of AXS Biomedical Animation Studio, which creates innovative visual communications solutions for the health sciences industry. "People respond well to cartoons," says Amin. "Drawing anatomy in acartoon style reduces the 'yuck factor' and makes the subjects more accessible
to the average person." The AMD Challenge is also fully compatible with special softwareapplications called "screen readers" which read aloud the content displayed on
a computer screen. It was designed so that a screen reader can "speak" the text and the special embedded descriptions for each picture and animation. Navigation instructions are also fed to the screen reader, allowing users to move back and forth through the pages of the site and to highlight text and pictures of interest. Embedding this degree of accessible functionality is no small feat. Technology is still catching up to the need for accessible rich media (e.g. animations) on the Internet; much online content either cannot be read or ismisinterpreted by screen reader software. AXS Studio worked closely with CNIB developers to overcome technical hurdles and ensure The AMD Challenge would be
accessible to all users. The AMD Challenge can be accessed in a web browser at the following address: http://www.cnib.ca/challenge About CNIB ---------- CNIB is a nationwide, community-based, registered charity committed toresearch, public education and vision health for all Canadians. CNIB provides the services and support necessary for people to enjoy a good quality of life
while living with vision loss. To learn more, visit www.cnib.ca or call 1-800-563-2642. About AXS Studio ---------------- AXS Biomedical Animation Studio communicates concepts in science andmedicine through animation and illustration. The studio is located in the MaRS
Discovery District in Toronto www.marsdd.com. For further information: Jessica Parrales, Coordinator, Communications, CNIB, Tel: (416) 486-2500 x7570, Email: jessica.parrales@xxxxxxx ; Jason Sharpe, Creative Director, AXS Studio, Tel: (416) 673-6698, Email: jason.sharpe@xxxxxxxxx CANADIAN NATIONAL INSTITUTE FOR THE BLIND (CNIB) http://www.newswire.ca/en/releases/archive/September2007/26/c4977.html BlindNews Mailing List Subscribe: BlindNews-Request@xxxxxxxxxxxxx with "subscribe" as subject Unsubscribe: BlindNews-Request@xxxxxxxxxxxxx with "unsubscribe" as subject Moderator: BlindNews-Moderators@xxxxxxxxxxxxx Archive: http://GeoffAndWen.com/blind RSS: http://GeoffAndWen.com/BlindNewsRSS.aspMore information about RSS feeds will be published shortly.
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