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Creative Media Planning and Buying RNIB

Metro partners with RNIB for UK’s first braille front cover


By John Glenday | Reporter

December 3, 2021 | 3 min read

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.


Braille is read by around 20,000 people in the UK

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.

David Clarke, director of services at RNIB, said: “For many blind and partially-sighted people Braille is a vital tool opening the door to independence, learning literacy and, most of all, the enjoyment of reading. Our aim is to create an experience that means no child misses out on the magic of Christmas, and RNIB’s ‘Letter from Santa’ is just one part of this work.”

Braille is read by around 20,000 people in the UK, predominantly people who have lived with sight loss from birth or a young age. Braille advertisements have previously been embraced by brands reaching out to new audiences including global financial services firm UBS.

The Metro regularly features promotional cover wraps, including a rubbable variant that revealed hidden messages about an Ed Sheeran album.

Metro: Letter from Santa by The Good Agency

By Metro

Overall Rating 5/5

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