2024 Gold Copywriting

Agency: MullenLowe

Client: Royal National Institute of Blind People (RNIB)

Entry Title: ALT ALTS

Executive Summary

The charity needed to raise awareness amongst the sighted about the importance of writing ALT text image which partially sighted community relies on.

Strategy

This campaign needed to demonstrate the power of the written word, the emotions words can evoke, and bring to life a devastating realisation to the sighted, that without beautifully written ALT text, 2.2 billion people will never, feel the power of some of the most influential and impactful images in the world.

RNIB wanted an emotional conversation, not a best practice one. The team chose five of the most iconic images in the world - images that have changed minds, lives, even history - but didn’t show them. Instead, beautiful, funny, moving and compelling ALT Text descriptions were provided.

Creativity

The work teased readers to scan a QR code, which took them to a landing page that didn’t reveal the image but instead explained the issue. The charity was gifted digital six and 48 sheets, and despite these visual canvasses, deliberately kept the art direction and typography plain and accessible.

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

Results

This is just the start of a conversation that wasn’t being had. In just three days and with limited media, 2,400 people engaged with the campaign. It also achieved 1.4 million impressions.

The Team

MullenLowe - Nicky Bullard, Chief Creative Officer - Jane Briers, Group Creative Officer - Dave Cornmell, Group Creative Director - Zoe Meskell, Global Brand Director - Polly Harris Saunders, Senior Account Director - Maria Singh, Creative Producer - Ben Edwards, Integrated Head of Design - Hannah Neville, Designer - Tom Hamilton, Designer - Holly Laidler, Designer

RNIB - Martin Wingfield, Director of Brand - Lorna Forbes, Head of Brand Engagement - Holly Hill, Integrated Comms Planning Lead - Leila Mehrez, Social Media Manager - Thea Macleod-Hall, Head of Media, PR and Corporate Communications