• News (70)
    Campaign (12 Nov 2019)

    Piccadilly Lights to raise awareness of 'purple pound'

    ARGOS and SAINSBURY'S are among brands showing their support of '#PurpleTuesday', a day designed to raise awareness of the accessibility issues faced by disable people. The retailers are trialling 'Sunflower Hour', a designated time their stores will have a calmer environment. They will also offer sunflower lanyards to those who might require extra assistance. Additionally, an ad ran on London's Piccadilly Lights highlighting the key facts of the 'purple pound' such as the fact that disabled people and their families have a spending power of £249bn but less than 10% of businesses consider disability in their strategic planning. The RNIB has called on advertisers to include audio description in their ads, something that PROCTER & GAMBLE, ASDA and M&S have committed to. 

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    Campaign (02 Sep 2019)

    Amazon Alexa helps blind woman in RNIB-approved ad

    AMAZON has launched a 30-second spot that shows how its Alexa assistant can help the lives of the visually impaired. Created by JOINT, in collaboration with the RNIB, the TV ad shows a visually impaired woman preparing for the day ahead with the help of time and weather updates from Alexa. The campaign will run for several weeks across TV and digital. INITIATIVE handled media for the work. 

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