RNIB Pregnancy Test

RNIB are a charity set out to change perceptions and attitudes surrounding sight loss that negatively impact blind and partially sighted people, whilst driving tangible improvements that make their lives better. One such area in desperate need of improvement is the lack of accessible design and information.

We worked with the Royal National Institute for the Blind and Partially Sighted (RNIB) to create a fully accessible pregnancy test prototype, which would allow women with sight loss to know their result privately for the first time. We amplified the idea with print executions, bringing attention to the emotional reality by dramatizing the lack of privacy afforded to blind women when taking a test, by making the private sexual information they are forced to share as public as can be.

Our campaign sparked conversations globally. We gained over 100 pieces of earned media - including primetime interview segments - with a 2.67 billion reader/viewership and we had a reach of 23.47 million on social media.