Wavemaker UK & The&Partnership

Client: RNIB

90% of people with sight loss find information on packaging difficult or impossible to read, and these challenges are both poorly understood and poorly addressed by businesses and the general public.

The RNIB exists to improve the lives of blind and partially sighted people for the better. They asked us to help raise public awareness of the issue and compel brands to partner with them to improve the shopping experience for those with sight loss. So we created a unique experiential event that invited both business decision makers and the general public to engage with the issue first-hand. The ‘What’s in Store’ featured deliberately inaccessible packaging to highlight the challenges many face every day. Content created from the pop up was then seeded out through targeted digital media, ultimately garnering over 340k views and helping to establish 15 new and revived corporate partnerships for the RNIB.