AAMI launches Australia’s first out-of-home braille campaign
AAMI has unveiled Australia’s first out-of-home campaign, designed to “empower individuals with low vision or blindness who read braille.”
The campaign is part of the Shift 20 Initiative spearheaded by the Dylan Alcott Foundation. The initiative sees a coalition of leading brands focus on increasing disability representation, inclusion and accessibility in Australian advertising and media.
The creative was handled by Special, in partnership with JCDecaux, while the braille inscriptions were written in collaboration with Vision Australia, intended to describe both the visual elements of the creative, as well as the copy.
“As Australia’s largest personal insurer, we know how important it is to support diversity and inclusion and represent all Australians in our workforce and through our advertising campaigns,” said Mim Haysom, Suncorp Group’s EGM brand and customer experience.
“Brands have been evolving the way they represent people in our community, but we can and need to do more to support all aspects of diversity and inclusion.
“Adapting how we deliver these campaigns to achieve greater accessibility is the next step and we’re very proud to be working with Special and JCDeceaux on this Australian-first initiative.”
Peter Cvetkovski, creative director at Special, added: “Accessible communication is not only essential for inclusion but also for building connections with your audience, especially given that almost 4.5 million Australians have some form of disability.
“Furthermore, it’s important to note that creating accessible advertising is not just about changing how we communicate, but seamlessly integrating accessibility into our everyday lives.”
Special created units for both the Shift 20 initiative and AAMI are rolling out across Melbourne and Sydney.
For the technically minded wondering about the durability of the braille panels in these units, Shift 20 explains:
“The braille boards are printed on a high-quality composite panel, which can withstand all types of weather conditions and resist warping in the sun.
“The braille is created using ‘relief printing’, a process that applies hundreds of layers of ink, adding small percentages at a time, gradually building up the raised braille dots, which is applied on top of the existing creative.”
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