Haleon: An Audio-First Campaign for Visually Impaired Audiences
Traditional product packaging neglects the 2.2 billion visually impaired individuals around the world, often leaving them uninformed about essential details and – when it comes to understanding healthcare products – potentially putting their lives in danger.
As part of an integrated team of WPP agencies, H+K launched a revolutionary collaboration between Haleon and Microsoft to make healthcare labels accessible for blind and visually impaired consumers using AI technology.
Haleon collaborated with Microsoft’s Seeing AI app to transform traditional barcodes on their products, including Panadol, Sensodyne and Centrum, into new Access Codes, a ground-breaking solution that narrates product labels when the barcode is scanned.
Recognizing the target audience consumes information differently, the team embraced an audio-first strategy and leveraged audio platforms like radio, podcasts and even an audio-only press release to engage blind journalists at publications like Forbes and BBC to raise awareness for Access Codes.
To build community advocacy, H+K partnered with blind content creators and the Royal National Institute for the Blind (RNIB) who trialled the app, acted as spokespeople and delivered the news across their social media, podcast and radio channels.
Launching on World Sight Day the campaign generated an audio reach of over 500 million across radio, TV and online media. This unique, community-focused approach had a tremendous impact with Haleon experiencing a 40% increase in consumer familiarity synonymous with its mission.