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The RNIB and JAA show the power of inclusive design
For the first time a national newspaper in the UK has run a braille front cover is a meaningful media first.
Nicola Kemp
Editorial Director CreativebriefRNIB
RNIB’s Christmas campaign ‘Letter from Santa’, created by Good agency, helps children with visual impairments see Christmas differently. We brought this to life in media with a special ITV continuity announcement take-over and the UK's first ever braille national newspaper cover.
- Agency:
- John Ayling & Associates, London
Sector
Charity
Bite Insight
When you are tired of media firsts, you are tired of advertising. Wrote someone in advertising, maybe.
Yet even the most cynical of media hacks cannot fail to be impressed by the RNIB teaming up with the Metro to create the UK’s first ever braille national newspaper cover.
With media from JAA and creative from The Good Agency, the campaign, which was designed to coincide with the International Day of Disabled People, marked the first time that a national newspaper in the UK has run a braille front cover.
Braille is read by over 20,000 people in the UK, yet Braille adverts remain rare. The ‘Letter from Santa’ campaign from the RNIB continues the charity’s efforts to ensure blind and partially sighted people are able to access life’s precious experiences.
In 2020 the RNIB created a pregnancy test prototype which would allow women with sight loss to know their result privately. The & Partnership, who created the product, supported the launch with a campaign which highlighted the implications of inaccessible design on people’s lived experiences.
This latest campaign from the RNIB is a compelling reminder that the festive experiences so many take for granted remain inaccessible to vast swathes of the population.
A creatively effective use of inclusive design, which serves as a powerful reminder that when you design for all you elevate your brand.
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