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Case Study

Haleon

Creating access for the visually impaired

  • Year2023
  • ServiceStrategic Communications
  • SectorHealth & Wellness
  • OfficeLondon
  • Capability

    Media Relations, Content & Publishing Strategy, Diversity, Equity & Inlcusion

Traditional OTC product packaging neglects 2.2 billion visually impaired people globally, potentially putting their lives in danger. H&K, as part of an integrated WPP team, launched a revolutionary collaboration between Haleon and Microsoft to make healthcare labels accessible for blind and visually impaired consumers.

Leading with an audio-first approach

Microsoft’s Seeing AI app transformed traditional barcodes on products – including Panadol, Sensodyne and Centrum – into new Access Codes, a ground-breaking solution that narrates product labels when the barcode is scanned.

H&K embraced an audio-first strategy, leveraging audio platforms like radio, podcasts and even an audio-only press release to engage blind journalists. To build community advocacy, we partnered with blind content creators and the Royal National Institute for the Blind who trialed the app, acted as spokespeople and delivered the news across their social media, podcast and radio channels.

Launching on World Sight Day the campaign generated an audio reach of 500+ million across radio, TV and online media. This unique, community-focused approach had a tremendous impact with Haleon experiencing a 40% increase in consumer familiarity synonymous with its mission.

The campaign was shortlisted for a Cannes Innovation Lion in Brand Strategy & Experience.

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