Design for Everyone

Royal National Institute of Blind People (RNIB)

Agency: Wavemaker UK

90% of people with sight loss find information on packaging difficult or impossible to read despite it being a legal requirement to include ingredients and nutritional information on food products.

To combat this problem, RNIB asked us to deliver a bold and provocative campaign that would raise awareness of the issue and apply pressure to UK businesses to make their packaging more accessible.

So we built the "Whatsin Store“, a corner shop stocked with deliberately inaccessible packaging, from intentionally vague branding to items entirely removed of product information. Hidden cameras in the shop filmed people’s reactions when confronted with inaccessibility first hand, which we then shared across targeted video and social. We also used trade publishing to ensure we were putting the issue on our audiences’ radar, whilst simultaneously alerting them to the help available from the RNIB to make accessible packaging a reality.

Our film has been viewed over 340k times on LinkedIn garnering 3000 comments and gaining international press attention; meanwhile our online media campaign continues to drive leads to RNIB’s website, who have reported a huge increase in interest from potential partners.