You rarely see long copy in OOH. Creatives are encouraged to write the shortest possible headline and feature a hugely impactful image. But we wanted to mirror the experience of the blind and partially sighted. 2.2 billion people who won’t see the images the sighted do. Instead, they rely on ALT Text. Written descriptions of images that their screen-readers read aloud. Yet these are mostly written badly – or not written at all. To raise awareness, we took 5 of the world’s most impactful images and wrote the ALT Text the blind and visually impaired deserve.

This campaign is all about accessibility. Demonstrating that the beauty of words can paint a picture for the blind and partially sighted. But without Alt Text, or well written Alt Text, 2.2 billion blind and partially sighted people will never get to experience images in a way the sighted have.

Even though this was aimed at the sighted, we used the latest NaviLens QR code technology, which can be picked up by blind and partially sighted people from a 100 metres away and in 0.3 seconds, without having to scan it.

The campaign was verified accessible by the client - the Royal National Institute for Blind people.

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.

• 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.