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Category
Radio & Audio for Good
Annual ID
OS24_RA025M
About the Work
In a world where branding is visual-first, the logos and information that live on every product’s package can be lost on the 2.2 billion people living with a visual impairment. Not to mention those with low literacy. This is especially problematic when it comes to consumer healthcare products where information like usage instructions, 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 & 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 reimagine and transform how people with trouble seeing or reading engaged with their brands and products while shopping for and using them.
The process of creating accessible packaging is often time-consuming and hard to reproduce at scale. So, we came up with an innovative way to achieve widespread accessibility of the information on Haleon product labels for those with trouble seeing or reading, leveraging the one element that’s already an every packaged good: barcodes. Knowing that our audience already utilizes mobile accessibility apps to navigate the world we saw an opportunity to streamline the functionality of the barcode scanner within one of the leading accessibility apps for the visually impaired: Seeing AI. In collaboration with Microsoft's, we turned Haleon barcodes into Access Codes: the world's first barcodes that speak all the important information on our labels aloud.
The process of creating accessible packaging is often time-consuming and hard to reproduce at scale. So, we came up with an innovative way to achieve widespread accessibility of the information on Haleon product labels for those with trouble seeing or reading, leveraging the one element that’s already an every packaged good: barcodes. Knowing that our audience already utilizes mobile accessibility apps to navigate the world we saw an opportunity to streamline the functionality of the barcode scanner within one of the leading accessibility apps for the visually impaired: Seeing AI. In collaboration with Microsoft's, we turned Haleon barcodes into Access Codes: the world's first barcodes that speak all the important information on our labels aloud.
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
Shina Lee
Zeus Alvarez
Eileen Matthews
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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