Remember how you felt (and how you still feel) when you saw that photo of the Berlin Wall coming down? Or the excitement or fear you felt when you first saw that Jaws poster? You can’t remember any of that if you are blind or partially sighted. Unless someone has written an incredible image description. Which, in most cases, they haven’t.

Alt text is a written description of an image posted online. Blind and partially sighted people use screen readers to read that alt text. Yet appallingly, alt text is either really badly written or, in 95% of cases, not written at all.

We partnered with the RNIB and created a campaign using beautifully written descriptions of five iconic images, without showing the images themselves. Why? To show the devastating loss of experience blind and partially sighted people are forced to live with because the sighted don’t bother to write descriptions of the images we put out into the world. Society, and industries such as ours, are excluding blind and partially sighted people from experiencing those images. Which isn’t good enough.

Our outdoor campaign not only captured attention, but thousands of people captured the QR code which revealed information on what to do next time they upload an image.

The Big Idea

Through the beauty of words, show the experience blind and partially sighted people are being excluded from.

The Cultural Impact

In 5 days, the campaign achieved 1.19 million social media impressions, 930,000 DOOH impressions, and over 4,600 engagements, significantly increasing awareness of the importance of ALT text among sighted people.