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Top 6: October 11th 2023
Outdoor
Shift 20 Initiative: Braille Out-of-HomeTop 6: October 11th 2023
In partnership with JCDecaux, the Shift 20 Initiative has developed an innovative Out-of-Home braille campaign with a new approach to creative and production, designed to empower individuals with low vision or blindness who read braille. The hope is more brands will apply approaches similar to this, in order to create more accessible communications and more broadly, have it become a universal medium for the vision impaired.
The braille inscriptions were written in collaboration with Vision Australia, intended to describe both the visual elements of the creative, as well as the copy. Furthermore, the braille is created using a Relief Printing method, a process that applies hundreds of layers of ink, adding small percentages at a time, gradually building up the raised braille dots, which is applied on top of the existing creative. The Shift 20 Initiative is a coalition of leading brands focused on increasing disability representation, inclusion and accessibility in Australian advertising and media. The initiative aims to help brands create marketing communications with diverse audiences in mind and encourages them to look for opportunities to make a shift.
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