2.2 billion people will never see the images the sighted have. Images that have changed minds, lives and even history. That’s why writing ALT Text is vital - written descriptions of images that can be heard when scanned by screen-readers.

Yet they are often missing or badly written.

We needed to raise awareness about the importance of writing ALT text.

So chose 5 of the most iconic images in the world - but didn’t show them.

Instead we wrote beautiful, funny and moving ALT Text descriptions that made the reader feel the image all over again. And feel the devastating loss of experience for the 2.2 billion blind and partially sighted people around the world.

The CTA next to a QR code read:

Alt Text paints pictures for those who can’t see. Scan to reveal the image above.

But the QR code didn’t reveal the image, it revealed the issue.

The copy is the campaign. Because for the 2.2 billion people who are blind and partially sighted, words are EVERYTHING. Why? ALT text. ALT text is a written description we can all add to the images we post; written descriptions that blind and partially sighted people can HEAR, because their screen-reader apps will read them back to them. But they are rarely written. And when they are, they are often written badly. To make the point, we wrote beautiful, compelling and funny ALT text to describe some of the most iconic images in the world to prove the point, the devastating fact that without ALT text, the blind and partially sighted will miss the experience of images that may have changed our own moods, minds, lives or even history - because we couldn’t be bothered to describe them.

• Impact - 37,353 (westfield only across 2 weeks)

• Reach - over 1.19 million on social and 930k impressions in 3 days across the JCD DOOH

• Engagement - over 4.6k engagements, including 1.5k clicks and ‘find out more’ across social. Uplift in traffic to the website, and an increase in daily event counts/engaged sessions compared to other campaign periods.

• Achievement against objectives - as this campaign was based on awareness, we have smashed the goal in bringing this important mission to sighted people that were not previously aware of it.