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Category
Experiential Audio
Annual ID
OS24_EX062M
About the Work
In a world where branding is visual-first, the logos and information that live on product packages can be lost on the 2.2 billion people living with a visual impairment who rely on audio. Not to mention those with low literacy. This is especially problematic when it comes to consumer healthcare products where information like dosage, ingredients, and safety warnings are provided in writing on the label. 93% of visually impaired people said they don’t feel health products are accessible enough and almost 1 in 5 have taken the wrong dosage because they couldn’t read the packaging effectively. These alarming stats demonstrate the widespread lack of inclusivity on everyday healthcare products’ first line of branding: the packaging. This inspired Haleon to find an audio-first solution to help people with trouble seeing or reading engage with their brands and products while shopping for and using them.
We collaborated with Microsoft to enhance the Seeing AI app, a leading accessibility app for visually impaired, we enhanced the functionality of the app’s barcode scanner. We programmed the language on every Haleon product’s label within its barcode, effectively converting Haleon barcodes into Access Codes: the world’s first barcodes that speak all the important information from our labels aloud. Now anyone with trouble seeing or reading can scan any Haleon product barcode and hear information such as ingredients, usage instructions, dosage, safety warnings, expiration dates, etc. read aloud. Access Codes are a permanent solution to make every Haleon label accessible and can be easily adapted and adjusted digitally as any language changes for a product.
Through this project we set a new standard for accessible packaging without the need to re-design packaging or re-stock shelves. By reimagining the power of barcodes, we instantly made thousands of products within Haleon’s brand portfolio accessible. Our solution to use existing barcodes and collaborate with Microsoft to enhance the Seeing AI app’s barcode scanner allowed us to give immediate and unprecedented access to the safety information on product labels for those who have trouble seeing or reading.
We collaborated with Microsoft to enhance the Seeing AI app, a leading accessibility app for visually impaired, we enhanced the functionality of the app’s barcode scanner. We programmed the language on every Haleon product’s label within its barcode, effectively converting Haleon barcodes into Access Codes: the world’s first barcodes that speak all the important information from our labels aloud. Now anyone with trouble seeing or reading can scan any Haleon product barcode and hear information such as ingredients, usage instructions, dosage, safety warnings, expiration dates, etc. read aloud. Access Codes are a permanent solution to make every Haleon label accessible and can be easily adapted and adjusted digitally as any language changes for a product.
Through this project we set a new standard for accessible packaging without the need to re-design packaging or re-stock shelves. By reimagining the power of barcodes, we instantly made thousands of products within Haleon’s brand portfolio accessible. Our solution to use existing barcodes and collaborate with Microsoft to enhance the Seeing AI app’s barcode scanner allowed us to give immediate and unprecedented access to the safety information on product labels for those who have trouble seeing or reading.
2024 Awards
Total Points: 3
Merit
Credits
Agency
Grey New York
Media Agency
Publicis Media
PR / Marketing Agency
Hill & Knowlton
Client / Brand
Haleon / London, UK
Production Company
Nexus Studios
CaST
Music / Sound Production Company
Mr Pape LTD
Associate Creative Director
Eileen Matthews
Shina Lee
Zeus Alvarez
Chief Creative Officer
Thiago Cruz
Chief Marketing Officer
Tamara Rogers
Composer
Charlie Pelling
Director
Adam Morse
Conor Finnegan
Executive Creative Director
Armando Flores
Sara Worthington
Group Creative Director
Brent Singer
Music Supervisor
Paul Brown
Producer
Doireann de Buitlear
Strategy Director
Daniel Tendler
Head of Strategy
Ben Kay
Senior Producer
Paula Mackersey
Account Executive
Robyn Packter
Account Manager
Leah Foxcroft
Marcus Cucchi
Business Director
Emma Trombetti
Corporate Brand Manager
Virginia Melis
Director, Health
Laura Cook
EMEA Client Lead
Eira Ellis-Jones
EMEA Lead Global Production Ecosystem
Lucy Iannotti
Global Business Development Director
Ella Davis
Global Chief Client Officer
Jason Kahner
Global Client Lead
Alina Kessel
Global Head of Business Development & Delivery
Richard Hau
Global Head of Inclusive Design
Christina Mallon
Global Head of Portfolio Strategy & RGM
Tom Nester-Smith
Haleon Global Brand Lead
Louise Cohen
Head of Client Services
Jean Donahue
Head of Production
Amarjeet Kaur
Producer Assistant
Hermione Bezuidenhout
Project Manager
Dori Metres
Senior Partnerships Manager
Ben Mitchell
Josh Herbert
UK Brand Manager
Kate Wearden
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