John Ayling & Associates
The Original Independent Media Specialist. Built on integrity, professionalism and transparency, we have a 40-year track record of delivering creative and rigorous media planning and buying across all channels.
This promoted content is produced by a publishing partner of Open Mic. A paid-for membership product for partners of The Drum to self-publish their news, opinions and insights on thedrum.com - Find out more
RNIB Letter from Santa: Seeing Christmas Differently
January 11, 2022
Being Bold with Braille
RNIB’s ‘Letter from Santa’ initiative delivers braille letters, written by Santa Claus, to children with visual impairments making them feel truly included in the festive season. For two years, RNIB’s Letter from Santa commercial had been running on TV however we had yet to take the campaign into print.
Our aim was to be bold with braille by exploring media partnerships that could allow the public to directly experience this amazing tactile writing system. The core idea was to create a braille national newspaper front cover. But would it be technically possible and could we find a willing media partner to deliver this distinctive idea?
Through media innovation, powerful collaboration and determination to reach an audience that is rarely considered in print media we achieved a UK media first - John Ayling & Associates, the Good Agency and Mail Metro Media created the first braille national newspaper cover on 3rd December 2021.