The Drum Awards for Social Purpose 2022

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Client: Metro
Date: Dec 2021
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Metro has shown itself to be in touch with blind and partially-sighted readers as the first national newspaper in the UK to run a braille front cover.

Partnering with the Royal National Institute of Blind People (RNIB), the collaboration amounts to a print run of 15,000 special editions distributed at nine central London transport hubs in support of the charity’s ‘Letter from Santa’ campaign.

To coincide with the International Day of Disabled People, commuters and travellers will be presented with a custom cover wrap that highlights how far we still have to go to create a genuinely accessible world.

The creative by The Good Agency sees curious readers presented with a QR code on the inside cover to translate the cover letter and find out more about what it is like to navigate a world designed around vision when you have limited sight.

‘Letter from Santa’ is headed by 12-year-old Kiera Mills and highlights how Christmas can be a particularly challenging time of year for 14,500 visually-impaired children.